The buyers of today are more informed and conduct their own research before buying anything they need. The control is more with a customer these days rather than the sellers. In the initial stages of their journey, the B2B buyers research potential vendors, look at the range of available products and services and shortlist the prospective sellers. It is only in the later stages that they interact with salespeople.
The expectations they have from vendors have gone up significantly over time. Today, they look for a personalized experience and definitely want that experience to be available on the channel they find most convenient. The sellers, therefore, need to be ready for a flexible customer experience and an omnichannel one. Failing to do so may lead to loss of the customer, who would take no time to move to another vendor that offers it.
Providing an engaging omnichannel experience can be challenging in the beginning. However, once you have a hold of what consumers expect, it should be rather easy to achieve. An effective omnichannel experience is one that evolves with the buyer’s behavior, which will require you to deliver a personalized experience. Here are a few hacks that will help to improve your omnichannel experience to meet your customer expectations:
- Leverage the information you have on the customer.
First and foremost, you need to have a better understanding of your customers, which can be used to make their experience better. You might want to start by connecting your in-store and online technology. Make use of the information you have on them like past purchases and buying behavior to improve the interactions further. For instance, if you know what they are looking to buy, you can use this data to send them relevant coupons and offers that will push them down the sales cycle. The information they are looking for can reach them via email, social media ads, or just as a simple SMS. The idea is to use all channels to give them what they want.
- Visible inventory keeps your customers interested.
The next useful tip is to make sure that your customers can see your inventory list. It is repelling to receive a notification about the product they wish to buy only to realize that it is out of stock when they land up on the website. Adding inventory information like the number of items available or when it will be back in stock, keeps your customer waiting rather than sending them off to a different vendor.
- Seamless delivery is non-negotiable.
You might be able to lure your customers through various channels and they might go ahead with sales; however, you need to make sure that you meet the delivery expectations. The customers must be able to get their desired products or services within a timeframe they expect.
- Improve your mobile experience.
Lastly, you need to focus enough on improving the mobile experience for your customers. It means that your website should be mobile-friendly and your ads should open right from the handheld devices. Most people prefer to surf the internet using their mobile phones rather than computers. If you are unable to deliver a seamless mobile experience, you are losing out on a lot.
The landscape of B2B eCommerce is shifting even though it looks more like that the disruption is only in the B2C sector. The buyers are using every possible channel including website, social media, a visit to your physical location, etc. to know more about you and interact with you. They expect consistency and convenience in whatever way they approach you.
The quality of the omnichannel experience you deliver is only what is going to set you apart from your competitors. It is crucial to not only increase your sales but also convert your offline buyers into fluent eCommerce users. You should start focusing on making your omnichannel experience better now if you wish to remain competitiv