Ways you can you turn B2B complexity into a competitive advantage
Here’s the twist: B2B complexity isn’t just a hurdle to overcome, it’s a way to differentiate your business to stand out from the competition.
Embrace personalization to solve pain points.
Your B2B customers aren’t browsing a virtual catalog; they’re seeking solutions to complex problems. To win their business, you need to deliver an e-commerce experience that’s tailored to their unique needs and challenges.
This isn’t just about offering a generic product catalog; it’s about understanding your customers’ pain points, challenges, and goals. By embracing your complexity, you can leverage your e-commerce platform to deliver:
- Smart product recommendations: Go beyond basic “related items” with Advanced Related Products feature. Showcase complementary products or alternatives in visually appealing carousels or tables, complete with add-to-cart functionality and product-specific details. This intuitive approach guides customers to the right solutions, increasing average order value and boosting customer satisfaction.
- Customer-specific pricing: Recognize your most valuable customers with tailored pricing structures that reflect their individual needs and purchasing history. This fosters loyalty and encourages repeat business.
- Effortless promotions: Sana Commerce Cloud’s B2B Promotions feature streamlines the creation, application, and redemption of discounts. You can easily create targeted promotions, ensuring your customers never miss out on a deal and helping you drive sales during key periods.
- Streamlined ordering processes: Simplify complex ordering workflows with configurable options, automated approvals, and quick order entry. This saves your customers time and frustration, making it easier for them to do business with you.
By leveraging these advanced personalization features, you can create a B2B e-commerce experience that’s not only tailored to your customers’ needs but also drives measurable results.
Cut through complexity with guided selling
B2B businesses notoriously have reams of SKUs that customers need to sift through. Smart search features such as guided selling can help customers find the exact part that they need in a much shorter time.
Guided selling uses dynamic, AI-powered questions to guide a user to the correct product — using the responses from the previous questions to inform the next set, winnowing down the products so the customer has a more manageable catalog with only relevant products to choose from.
KWB: solving complexity
KWB, a leader in biomass heating solutions, took an innovative approach to streamlining the search process through its extensive stock catalog.
With Sana Commerce Cloud, they implemented a spare parts decision tree that narrowed down choices as customers went through the process. With just ten clicks, customers could find the exact product they needed.
This ultimately reduced order errors as well as time to order.
KWB: embracing B2B complexity!
Embrace your unique selling points (USPs):
What makes your business different? Don’t try to be everything to everyone. Focus on your strengths, your niche expertise, and the value you bring to your specific customers.
Use your e-commerce platform to showcase your USPs front and center. Highlight your unique products, services, and expertise.
Show off your products
In our latest B2B buyer report, we asked buyers what would make managing complex ordering easier online. 81% said detailed products and guides, while 77% said real-time preview of customized products.
Buyers want to see your products; they want to understand how they fit together, and they want to see what the products will look like when customized.
This is a perfect opportunity to turn B2B complexity into B2B specificity.
Partnering with Expivi, Sana Commerce Cloud enables your customers to visualize and configure products in stunning 3D and augmented reality. This interactive experience not only boosts engagement but also drives upsells and cross-sells as customers explore different options and add-ons.