The secret to business-to-business e-commerce is simple. It is simple to understand but hard to put into practice. It’s not about customer experience, complexity or integration. It is not about consumerization, mobile devices, or social. So what is it all about? The secret to B2B e-commerce lies within this simple statement: B2B customers come to your web […]
B2B E-Commerce Strategy is different then strategy in retail. It is important to understand the differences that we have explained in the following articles.
On Expedia.com, I was searching for hotels in New York City for an anniversary trip for my wife and I (she has put up with this for 15 years, she deserves a nice trip). As I was looking at a specific hotel, these banners started cycling through that were pretty interesting On Amazon.com, often you […]
There are quite a few businesses that place a tremendous amount of emphasis on those that influence the end purchase. For example, a company that sells kitchen cabinets focuses 90% of its marketing and sales resources on those that influence the end-customer – in this case the architect, interior designer, or general contractor. What’s different […]
In a recent post, we learned that e-commerce within B2B is often not about customer acquisition and conversions but about building customer loyalty. The traditional approach of B2B e-commerce is product or cart centric. However, I would suggest that we should go beyond product centricity, and that we should start focusing on Relationship-Centered e-commerce. Malcolm […]
In the B2B customer experience race, the finish line is loyalty, not conversion. In the retail world, web sites and e-commerce are driven by customer acquisition and conversion. In B2C, e-commerce is at the top of the marketing funnel. A retail customer may purchase multiple products over time. But the revenue per customer is significantly […]