Personalization is the call of the times. The concept has been around since the inception of marketing, yet there is sluggish adaption when it comes to the B2B sector. Personalization as an idea goes way ahead than just customising your website or altering the promotional messages. It is the process of understanding your buyers and their core perspective to change your holistic approach towards establishing a collaborative connect.
However, as more and more B2B eCommerce companies realize the business outcomes of personalization in their industry, it is quickly becoming a key initiative for enterprises in 2021. Digital Commerce 360 shows an exciting study on how eCommerce giants like Amazon have scaled their B2B sales using such strategies.
But what is B2B eCommerce personalization? How can it be used to improve your business KPIs and give your customers unrivalled experiences and, in turn, boost your sales?
For the time being, let’s look at personalization as the approach of customizing your on-site experiences (search, browse, recommendations, etc.) with your customer’s unique preferences and shopping habits.
It’s a well-known truth: your accounts – and the specific buyers within those accounts – shop for several things. As a result, you often can’t even target the same set of products to other buyers. Therefore, top B2B eCommerce experts and service providers offer personalization solutions to customize the shopper’s entire experiences.
This customized experience fits their customer’s exact needs automatically without building separate plugins or manual work. But personalization can do more than just offering customized experiences.
As a B2B business, individual customers have prices that vary from other accounts. Therefore, displaying the correct prices for each of your accounts within your product discovery experience is essential, and personalization can allow you to do just that.
The competition in eCommerce is ever-growing. Moreover, due to the COVID-19 pandemic, the competition has gone to another level. Previously, the B2B companies that hesitated to choose the digital pathway have started exploring digital opportunities.
To gain, retain, and sustain your customers, you have to build a deep trust that you recognize their pain points and are ready to help them solve their problems exactly when they need them tackled. With personalization, you can get each of your customers to the products that best suit their needs and preferences at the right time.
On B2C websites, showing similar or related products to customers has been practised for a long time. With B2B commerce, you may use an identical strategy, offering your products based on what they are already interested in.
The recommendation may appear on the basis of the following –
Some businesses do this through the section “Customers who bought this product have also purchased…”. You may also offer some packages or provide products that are usually bought together.
For instance, if a customer buys a plug, you can offer them sockets or wires. Analyze the buying pattern and use that information to products they are likely to be purchased. All these possibilities to promote cross- and up-sell opportunities in B2B eCommerce will increase the average order value (AOV).
Help your B2B customers by providing content according to their designation, country, the type of equipment they buy, or their industry. For instance, a section on the product page can offer several supplementary assets like –
Send personalized emails to B2B buyers based on their interests or actions on your site. For instance, you can send your customer a unique proposal based on the product page they have visited or the product they have added to the cart and left the website.
Along with it, you can also share a blog or a video relevant to the customer’s industry or designation of the person who communicates with your business. This helps in building a one-to-one relationship with the customer, putting personalization at the forefront of your B2B approach.
A chatbot is used to interact with customers instantly; the chatbot answers their questions and provides any assistance needed to perfect their shopping experience without making them wait. This personalization tool is entirely interactive. Chatbots are often focused on essential customer support, but with artificial intelligence (AI) development, they have turned into personalized recommendations, and now they perform complex sales interactions.
A Chatbot stores all information about a particular buyer. The communication starts with the buyer’s consent to process the data. Personalization increases with each interaction with the chatbot. For example, the bot remembers and analyzes which product a buyer has purchased, which was not suitable, and so on. This kind of machine learning allows you to increase the number of sales and decrease drop-offs drastically.
Unlike B2C, B2B personalization operates on two different levels. On the one hand, personalization is aimed at the specific buyer organization, and on the other hand, it is aimed at the individual end-user.
Personalization of communication in B2B eCommerce indicates a uniform, but at the same time, individual approach. Therefore, your website should have a simple and straightforward user interface, offer a comfortable, engaging catalogue while assisting buyer activities at every step.
Your B2B customers are shoppers like everyone else. They have clear expectations about B2B companies’ ability to answer their requirements and personalize the customer experience. By embedding the above eCommerce best practices, you can be confident that your critical elements in the customer journey have a specific level of personalization. As a result, your buyers have an experience that is more aligned with their buying pattern. In the end, all of this will have a positive impact on your revenue.
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