For almost all B2B manufacturers, distributors, or VARs, the decision to sell online is a complicated equation involving channel conflict vs future revenue. You have to be very careful you don’t cannibalize or alienate your current primary sales channels, but you also realize that in the blink of an eye your distributors, who survive on thin margins, could disappear or be the victims of consolidations.
In this environment, you have to have a multi-channel customer outreach strategy. Forrester in a recent study found that organizations that offered multi-channel touch-points (very different than multi-channel sales options) saw a 17% increase in Average Order Value. Now, the obvious choice might be to launch an online eCommerce store, but we believe even an intermediate step of allowing your current customers to browse your catalog will have a material impact on your top and bottom line revenue. In addition, this will actually engage your current channels in a positive way, as the research shows this will help them make more sales. This approach is easily extensible, allowing you to easily add quoting and even eCommerce without throwing away any of your capital or operational investments.
But how do you go about attaining this first step of allowing customers to browse your catalog? For this very specific problem, three industry leaders (Object Edge, BloomReach and Salsify) have joined forces to provide you an all-inclusive solution. In this solution we will:
For most B2B organizations this first step of launching a beautiful, browsable, maintainable catalog is a daunting task that usually takes several tries. Allow three industry leading partners to come together for you and solve this problem for you right the first time.
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