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Online SKU Discovery for B2B

October 10, 2018

by

Katie Moon


For most B2B organizations, launching a beautiful, browsable, maintainable catalog is a daunting task that usually takes several tries. Three industry leading partners, Object Edge, BloomReach, and Salsify, have joined forces to help you solve this problem … the first time.

How do you expose your B2B catalog to be browsed by your customers in less than 90 days?

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. Read more …

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