The current situation in digital commerce
Customers in the B2B market expect the same level of online shopping experience as they do from popular online retailers. To meet these expectations, B2B companies must display accurate, consistent, and relevant product information. Marketers have high standards for the time they spend using marketing and e-commerce technology. However, only 1% of senior marketers in a recent worldwide survey indicated that their marketing and e-commerce processes were seamlessly connected.
B2B e-commerce: from idea to action
B2B companies often treat e-commerce sites as online catalogs, leading to customer frustration and lost sales. To optimize the customer experience, many B2B organizations have come up with good e-commerce solutions, such as automating customer-specific prices and contracts as well as providing a personalized catalog. Structured data is crucial in implementing these ideas.
Complexity of product content
Product content associated with B2B products can be complex, including long lists of technical features, specifications, and data sheets. While most e-commerce systems can store this information, they are often unable to do so uniformly and structurally. Companies that link their ERP systems to their e-commerce system also face challenges because customers often lack the information they need to place an order. If you truly want to make the customer happy, then it is time for the B2B market to invest in a solid foundation, preparing the way for the next steps.
The B2B product info challenge
Managing product information in the B2B market is challenging due to the many different categories, types, and combinations of products. While technical data is sufficient for distribution and logistics, it is not enough to optimize the customer experience. Customers expect to search through digital data as easily and accurately as they can on any other consumer site. Collecting relevant product content from employees' minds and moving it into a PCM system is the best way to meet these expectations.
Invest in a B2B digital commerce strategy
Structuring product information is essential in simplifying how information is managed and providing optimal customer experience. While B2B companies often have good e-commerce ideas, they must invest in a solid foundation to prepare for the next ten steps. By collecting relevant product content and moving it into a PCM system, B2B organizations can meet customer expectations and leverage the opportunities of digital commerce.
If you're interested in learning more about SAP Commerce Cloud and how it can benefit your business, be sure to check our dedicated SAP Commerce Cloud page.
Elision is happy to help you with your tech stack
As a full-service CX partner, we help companies transition to a more sustainable customer experience. Our team of motivated and enthusiastic individuals will provide guidance and support in every direction. We can draw on an extensive portfolio of SAP CX and other best-of-breed platforms for commerce solutions that will take your digital experience to the next level.
