Everyone knows the experience of needing that one particular item from the supermarket, hurriedly making the trip to the store, and running to the aisle, only to find shelves void of what you need. Perhaps you were lucky enough to flag down a clerk to help you find what you’re looking for and eventually made it out with your desired item.
Most of us can identify with this hypothetical experience. And today, many of us would avoid the hassle by simply opening up the Amazon app on our phones or calling out to Alexa to order whatever it is we need and have it delivered to our doorstep.
This evolution in buying behavior isn’t just happening at the consumer level, it’s happening in the B2B space as well — and it presents a significant opportunity for organizations smart enough to realize that the key to greater revenues is in the experiences they deliver to customers, partners, and their internal constituents.
Blending of B2C and B2B
Much like the individual in our hypothetical above, B2B buyers want to get in and get out when it comes to placing orders. In many instances, wholesale customers are a B2B seller’s best customers, and they often know what they’re looking for, how much they want, and when they want it.
While many conversations around B2B ecommerce and the experiences they provide focus on the possibility of bringing individual buyers closer to the seller, it’s important to also consider the potential plight of the wholesale customer who simply wants a faster and easier buying experience. By accessing a private portal on the seller’s website (the same site being presented to consumers), wholesale buyers are presented with personalized pricing and product lines segmented to their purchasing preferences.
An excellent example of this can be seen in the case of the coffee company Intelligensia Coffee, Inc. and their use of ecommerce provider Magento’s solution to deliver products to both consumers and their wholesale buyers. With the help of Magento, Intelligensia was able to provide an ecommerce portal that catered to both consumers and bulk buyers, guiding users through the ordering process quickly and easily while receiving specific pricing based on their customer segment.
Building Out an Ecommerce Platform that Caters to All Your Customers
Intelligentsia's story reveals the importance of selecting an ecommerce platform that supports your organization’s requirements for managing complexity and providing the flexibility to service customers ranging from consumers, wholesalers, vendors, and partners to internal sales teams.
At FPX, our CPQ solution is designed to integrate seamlessly with ecommerce providers like Magento to bolster the configuration, pricing, and quoting capabilities essential to a complete buying and selling experience. By bridging data across the front-end CRM and back-office ERP, CPQ sits in the middle, synthesizing the invaluable data that feeds guided buying and selling, upselling and cross-selling capabilities, and AI or other applications that are becoming standards for a comprehensive B2B technology ecosystem.
It's Time to Start Helping Buyers and Catering to Individual Customers
To learn more about how our consultative team at FPX can help you better develop your ecommerce and end-to-end sales technology strategy, reach out to us by completing our online contact form.
With more than 30 years of experience in CPQ and helping B2B organizations around the world streamline sales processes and up-level their user experiences, we are the vendor to ensure you succeed in this era of digital transformation.