Stop me if this sounds familiar:
You’ve decided to begin your Christmas shopping early this year (for a change). You already have a specific gift in mind for that family member who’s always been a little tricky to shop for.
Free Download: B2B Customer Loyalty eBook
You spend some time searching on Amazon but can’t seem to find exactly what you’re looking for. So, you pivot to the Target or Walmart website to see what they have available.
You find that Target has what you want, but there’s a problem: it won’t arrive until AFTER Christmas (gasp). So, you try to see if the local Target store has your item in stock for you to pick up. But you have trouble finding this information from the general Target website.
After about 10-15 minutes of fruitless searching you begin to get frustrated. You curse modern technology. You berate yourself for not picking up the phone in the first place and calling the local store.
So, you pick up your phone (which undoubtedly is within arms’ reach). You Google the phone number of the local Target store and place the call. Maybe it rings.
But more likely the phone is answered immediately. Normally this would be a tremendous relief, except that the person on the other end isn’t a person at all.
You hear the dreaded automated voice on the other end say, “Thank you for calling the [name of your area] Target store. Our hours have changed for the holidays.” Your eyes begin to roll all the way back into your head.
You know where this is headed. “For store hours and location, press 1. To speak to a specific department, press 2.” In the heat of the moment, you’re not confident which department your item falls under (is it apparel? Is it outdoor equipment? Sporting goods?).
You can feel your patience (and sanity) beginning to fade away like a fond memory from your childhood.
As you debate how far you’re willing to go down this rabbit hole, you quickly remember the hidden backdoor that most companies mercifully have built into their automated systems. You know the one. You press “0” to speak to an operator.
So, you press 0. The phone rings, and the sweet, angelic sound of a human voice answers the phone. With tears in your eyes, you ask your question, and receive an immediate, “Let me check on that for you.”
The silence builds the anticipation as you anxiously await the verdict that will determine if your efforts have all been in vain.
Finally you hear that dear familiar voice on the other end come back with the most sublime words you’ve ever heard: “Yes, we have that in stock.”
Already knowing the answer, you ask them if they can hold the item for you. Before you can thank the operator you have your keys in hand and are heading out the door.
B2C vs. B2B Needs
Of course, this Dante-esque journey into modern-day consumerism is not uncommon. But most B2C eCommerce distribution strategies today actually do a pretty good job of meeting the needs of the average everyday consumer.
Most major eCommerce sites provide a number of key CX features:
1) Sleek, user-friendly, one-stop shops for everything that’s available in the brick-and-mortar store.
2) Pertinent product information like size, color, accessories, and included materials.
3) Information on product availability, and even how many of the particular item are currently available.
4) Images of the product and existing customer reviews
5) Shipping details and return policies,
6) Order tracking capabilities.
7) Real-time customer service via online chat.
All of these services are now an expected part of the B2C eCommerce experience. This is thanks in large part to Amazon, which has been the primary driver of online retail for over a decade.
But as we all know, B2C was only the beginning for Amazon. Today, they continue to expand into the B2B space via Amazon Business—and in fact, have become the dominant B2B marketplace since their inception in 2015.
On top of this, Gen Z an Millennials are currently working their up into C-suites, becoming the dominant buying force in business. This means that B2B customer expectations are also evolving. B2B customers now expect their distributor eCommerce experience to mimic their typical B2C experience.
These customers now expect efficiency and convenience. This includes a streamlined, a la carte ordering process. It’s a process that provides customers with desired autonomy and flexibility. Ultimately, online CX is becoming not just important, but vital.
This includes two elements: shopping and ordering. A majority of B2B customers prefer to research products online before contacting a distributor salesperson. Also, since 2020, it’s no surprise that a growing majority of these same customers are now placing their orders digitally.
The question is, though: are these customers getting what they want, much less what they need?
What’s on a Distributor eCommerce Customer’s Wishlist?
What are these customers looking for? How can you enhance the distributor eCommerce experience in a way that will drive sales without detracting from your omni-channel capabilities?
1) For starters, product content is king.
Customers want to see what their potential purchases look like (imagery).
They want PDFs and data sheets that provide technical information, application guides, and relevant safety information.
They want data on the pricing and availability of inventory. And they may want manufacturer links that will support their shopping experience.
Even for small or mid-sized distributors, this doesn’t have to be cost-prohibitive. For example, according to Distribution Strategy Group, “about 10% of your products are considered core, and for most distributors make up 90% of their revenue.”
What they suggest is singling out these “core” products for content enhancement. Thiss means adding things like videos, extra descriptions, and customers reviews that will help drive sales of these higher-margin items.
2) Another important factor when it comes to distributor eCommerce is the ability for customers to view the status of their orders.
This includes being able to track their shipments in real-time, check current order information, view past orders and past quotes, and request copies of invoices.
In other words, customers want the ability to perform order maintenance online without having to contact the distributor.
3) Finally, B2B buyers want a combination of digital and human touch—and more self-service.
A 2021 Gartner survey of B2B buyers found that “purchase regret” existed in both digital and traditional sales channels. They suggest that “ineffective customer learning” is at the root cause of this.
As a result, offering more “self-reflective” learning paths for customers is crucial. This includes the aforementioned CX features in your distributor eCommerce sites, as well as real-time, human-led sales assistance.
Statistics have supported this concept. Offering a live chat feature in conjunction with a streamlined digital experience can improve overall customer conversion rates.
But not all live chats are created equal. It’s important to make sure that the live chat reps you employ have enough expertise to guide customers to the products they need.
It’s also important to ensure this capability is available to customers 24/7. And reps need to not only respond to potential customers, but respond quickly.
Conclusion
Whether your customers have been bad or good, fulfilling their eCommerce wish list is a great way to earn their trust—and their business.
Customer expectations of distributor eCommerce continue to reflect their consumer experiences. As a result, distributors should continue to find ways for their online sites to meet these expectations.
Things like product information, order status, and live chat services are all great ways to enhance your customers’ online experience. But it’s also important to keep in mind that your eCommerce capabilities will most likely supplement, rather than replace the more traditional B2B sales channels.
This means that an efficient overall omni-channel sales strategy should be the goal. Within this, a successful eCommerce experience will be an integral part.
Because even though we’re content to do our shopping online these days, sometimes there’s nothing sweeter than hearing the voice of a fellow human.
