Drive B2B Growth with a Digital first approach to Commerce
B2B buyer preferences are increasingly gravitating towards digital. Today, 64% of B2B buyers research at least half of their work purchases online and 38% complete at least half of their work purchases online. As this trend continues, organizations must embrace a digital ﬁrst approach to commerce to gain a competitive advantage and accelerate growth.
B2B organizations have a tremendous opportunity to leverage digital channels to deepen relationships with customers, reduce the cost of serving customers, and drive more revenue. LYONSCG can work with you to develop an ecommerce strategy that works for your business, leveraging best practices from both B2B and B2C commerce.
Bridging the B2C and B2B gap
B2B buyers expect a B2C commerce experience, but the B2B customer journey can be very different. You need a brand-centric, engaging commerce experience that is customized to the needs of your industry, organization, products, and customer.
UNDERSTANDING THE BUYER
It’s critical to understand how your customer interacts with your brand. What are the persona types? Is contract pricing a factor? How do they prefer to get their customer service? Understanding your customer will help you tailor the experience to their preferences, driving engagement and loyalty.
For many organizations, eCommerce is an entirely new way of doing business, requiring process re-engineering across the company — customer commitments, company culture, cash investments, and sales capabilities. Change management for people, processes, and metrics that measure and define success is a key element of any B2B strategy.
EMBRACING CHANNEL CONFLICT
Organizations are often paralyzed by the realization that digital commerce could potentially upset – and even anger – the existing ecosystem of sales reps, distributors, retailers, and dealers. With careful thought, planning, and collaboration, channel conﬂict can be overcome with mutually beneﬁcial strategies that deliver long-term success.
B2B SITE DEVELOPMENT PROCESS
STRATEGY & DISCOVERY
We begin each engagement with a strategy and discovery process. Together, we'll define your B2B commerce strategy and develop a detailed requirements definition. From there, we'll create, review, and refine the initial wireframe that will guide further development. We are guided by best practices, gleaned from hundreds of successful implementations.
EXPERIENCE & CREATIVE DESIGN
During the experience design process, we'll define personas and users, and develop the information architecture for your site. From there, we'll make any necessary modifications to the wireframe and map out interaction design. We'll then continue to creative design, including overall look and feel, site design, visual brand language, style guide development, and production. Throughout the process, we will continue to review and reinforce best practices.
DEVELOPMENT & LAUNCH
During the development process, we'll work on the site configuration, front-end development, technology integrations, platform customizations, and documentation required for hand-off to support. Leading up to launch, we'll focus on user training, content planning, and knowledge transfer for support, to ensure a successful site launch.
SUPPORT & HOSTING
Once your site is live, our support team monitors your site 24/7 to ensure optimal performance, and will resolve any issues that may arise. Post launch, our support team provides enhancement services aligned with your strategy and plan.
Post-launch, our digital marketing team will function as an extension of your internal team to develop and execute marketing strategies and campaigns to drive more buyers and conversion on your site.