B2B eCommerce Adoption

Getting Your Buyers to
Place Orders Online

Transcript

1. B2B ECOMMERCE ADOPTION: Getting Your Buyers to Place Orders Online WITH JEFF REEKERS - OF -
2. AGENDA 1.  Why Adoption Matters 2.  Adoption Rate 3.  B2B eCommerce Adoption Overview 4.  The Gold Standard Buyer Experience 5.  Launching Your B2B eCommerce Portal 6.  Driving Ongoing Usage 7.  Next Steps 8.  Q&A
3. WHY ADOPTION MATTERS Omnichannel More revenue •  Discoverability •  Customer reach •  24/7 access Staying competitive
4. ADOPTION RATE Total # of buyers placing regular orders Total # of buyers invited
5. B2B ECOMMERCE ADOPTION OVERVIEW •  Conversion from one system to another 1.  Manual order submission 2.  Legacy online ordering platform •  Two types of buyers 1.  Creature of Habit 2.  Bleeding Edge Buyer U S E R E X P E R I E N C E
6. THE GOLD STANDARD BUYER EXPERIENCE #1 A simple user experience •  Simplicity & utility •  Easy for an untrained buyer •  Strong basic functionality 1.  Catalog browsing 2.  Product search 3.  Correct pricing 4.  Cart-view w/ running total 5.  Order confirmation
7. THE GOLD STANDARD BUYER EXPERIENCE #2 Support for web & mobile ordering •  Multiple device support •  Native mobile applications #3 Access to product & order information •  Accuracy •  Inventory
8. THE GOLD STANDARD BUYER EXPERIENCE #4 Access to helpful product collateral #5 Seamless order confirmation & fulfillment
9. LAUNCHING YOUR B2B ECOMMERCE PORTAL
10. KNOWING YOUR BUYERS •  Market research: phone or in-person interview, focus group, online survey •  The Ordering Process •  What is your ideal ordering workflow? •  Are there product questions that come up for you while placing orders with our company? How do you get answers to those questions? •  B2B eCommerce •  Do you have a computer/mobile device/reliable internet access in your store? •  Have you used B2B eCommerce portals in the past? If yes, what did you like most and least about those experiences?
11. YOUR SALES REPS 52% have sales reps notify customers at store visits 30% Alignment between reps & B2B ecommerce strategy Commission & extra incentives of respondents claim sales rep is most responsible for adoption
12. THE DRIP EMAIL CAMPAIGN The 4 Core Emails •  Introduce/educate •  Coming soon •  Launch •  Follow up
13. EMAIL 1: INTRODUCE & EDUCATE Coming Soon: Online Ordering Hi customer name, We’re reaching out with some exciting news! In mid-July we will be launching an online ordering portal that will give you 24/7 access to our product catalog and allow you to place orders from us on the web or your phone or tablet. This new portal will include: •  The specific pricing you have access to, including any promotions or discounts we are running •  Your order history - even the ability to quickly duplicate an order! •  Availability info on all our products (like whether an item is in or out-of-stock) •  Access to product education videos, lookbooks and more This new portal will improve the accuracy of our orders and help us get shipments out more quickly, and we’re looking forward to elevating the quality of service we provide you. If you have any questions, please feel free to email us at jane@companyname.com or give me a call at 888-888-8888. Take care, Jane
14. EMAIL 2: COMING SOON Online Ordering Available July 12th! Hi Jim, Wanted to follow up on my email below to let you know that our online ordering portal will be live on July 12th at 10 am EST! At that time you will start having 24/7 access to place orders, and view our product catalog, your order history, and our lookbooks and product videos. I’ll send you an email with your access details on the 12th, but in the meantime, let me know if you have any questions by responding to this email or giving me a call at 888-888-8888. Thanks, Jane
15. EMAIL 3 & 4: LAUNCH AND FOLLOW UP We’re Live! 10% Off Your First Online Order Hi Jim, Online ordering is now live! You can register and access the portal at the link below: https://www.ouronlineorderingportal.com I’ve attached a cheat-sheet that will walk you through how to place your first order. Also - you’ll get 10% off your first order placed online before July 20th. You simply need to register and log in to the portal and the discount will automatically apply! Let us know if you have any feedback or questions! Our staff is here to help. Thanks, Jane
16. YOUR MARKETING WEBSITE
17. YOUR MARKETING WEBSITE
18. YOUR MARKETING WEBSITE
19. YOUR MARKETING WEBSITE
20. YOUR MARKETING WEBSITE
21. YOUR MARKETING WEBSITE
22. YOUR MARKETING WEBSITE
23. MAILERS & FLYERS
24. MAILERS & FLYERS
25. CUSTOMER COMMUNICATIONS
26. DRIVING ONGOING USAGE
27. ACCURACY AND UP-TO-DATE INFORMATION Pricing Promotions & Business Rules Support Inventory Marketing Collateral Help & Contact Info
28. ENGAGEMENT EMAIL CAMPAIGNS •  Promotions: % discount, free shipping, free product •  Product introductions •  Seasonal launch •  Announcements/notifications •  Suggested products •  Re-order reminders •  Abandoned cart reminders
29. BUYER REVIEW
30. PLUGINS
31. YOUR REPS & CUSTOMER SERVICE TEAM
32. NEXT STEPS FOR THOSE WITHOUT B2B ECOMMERCE FOR THOSE WITH B2B ECOMMERCE •  Know your buyer •  Implement solution optimized around gold standard buyer experience •  Launch portal •  Drive ongoing usage •  Review/audit implementation •  Review/audit implementation •  Optimize for gold standard buyer experience •  Review & implement launch activities if applicable •  Drive ongoing usage •  Review/audit implementation
33. i Q&A
34. CONTACT E : jeff.reekers@handshake.com P : 855.532.9044 www.handshake.com