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Brendan Falkowski
@Falkowski
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Frontend Consulting For
GEMAIRE
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gravitydept.com/to/acumen
Acumen Theme
Acumen 2 (demo ready…for real)
Powers 1400+ stores Supported for 6+ years
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I help companies solve business challenges with design.
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Good design puts the business and customer on equal footing.
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2009 to 2013: B2C and RWD
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What I learned designing for B2B
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Site traffic Conversion rate
Average order value
1. Revenue Growth
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Buying Selling Growth
2. Complexity Management
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Simplicity Visibility
Personalization
3. Customer Experience Management
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B2B businesses have more complexity and move slower
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B2B technology often feels dated compared to B2C
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B2C escalation is forcing B2B to change rapidly
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B2B buyer expectations are anchored by B2C experiences
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Under 33%B2B sites that invested in
multi-device support
https://www.b2becommerceworld.com/2015/11/23/b2b-e-commerce-sites-have-lots-upgrading-do
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18%B2B companies with native
mobile apps
https://www.b2becommerceworld.com/2015/11/23/b2b-e-commerce-sites-have-lots-upgrading-do
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26%B2B companies with responsive websites
https://www.b2becommerceworld.com/2015/11/23/b2b-e-commerce-sites-have-lots-upgrading-do
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B2B businesses need to leapfrog a generation of
technology
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56%B2B buyers prefer to be
purchasing online by 2017
http://magento.com/blog/best-practices/10-ways-boost-b2b-shopping-experience
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74%B2B buyers who research over
half their purchases online
https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
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30%B2B buyers who can actually complete purchases online
https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
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Shopping vs. Buying
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Shoppingnoun: the action or activity of purchasing goods from stores
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Consumers care about the store experience
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Prices online are generally the same everywhere
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When price/selection/quality are equal, services set you apart
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Constantly shopping around is expensive for businesses
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Product specifications Quantity
Price flexibility Need by date
Supply location
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Businesses prefer long-term relationships with suppliers
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Revzilla builds trust through season after season of revised
gear advice
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I buy from Revzilla because their service is a reliable expert
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A service is more valuable than your products
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Manufacturers prefer to diversify their partnerships
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Manufacturers selling direct online changes the landscape
for distributors
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Design services that are critical to your customer’s success
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Stocking products and fulfilling orders isn’t enough anymore
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Designing Services
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Businesses need to be sold on the long-term relationship
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One-off buyers can cost B2B sellers because their margins
are low
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Stable buying patterns come from building indispensable
services
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1. Onboarding customers 2. Onboarding employees 3. Data advantage 4. Wayfinding and search 5. Personalization 6. Real-time pricing and inventory 7. Power user features 8. Merchandising 9. Omni-channel efficiency
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Onboarding Customers
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44%B2B buyers say onboarding
is too complex
Oracle, “Taking the Wheel” B2B report
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Customer acquisition is hard: 1. Value is hidden
2. Complex registration
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They buy below minimum quantities Restricted by partner agreements
Products require a license/authority to buy
B2B sellers may block consumers completely because:
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B2B sites may sell to consumers with different terms and pricing
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Selling direct to consumers will frustrate B2B buyers who
markup products
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These challenges add complexity to B2B onboarding
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Tell customers everything they will need before they start
registration
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Avoid delays between registration and activation
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Consider disabling order functionality pre-activation so
new users can still explore
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Automate contract creation if possible
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Standardized terms enable a customer to start buying
immediately
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Existing Customers
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Don’t assume existing customers will adopt new
services
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Build a pathway so existing customers can link their offline
accounts together online
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Be liberal when accepting account info for verification
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Picky validation frustrates legitimate customers
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The best way to onboard existing customers is making
accounts for them
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Sales reps should schedule time to promote and demonstrate
online ordering’s benefits
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Onboarding is an opportunity to redefine the sales
relationship + get raw feedback
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Onboarding Employees
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https://www.b2becommerceworld.com/commentary/2016/03/07/building-b2b-e-commerce-site-get-your-employees-board
If you don't get nearly all of your employees supporting your e-commerce initiative, it's not going to have legs.
“ Michael Mayer Director, E-business Strategy & Commerce Crescent Electric Supply Co.
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Didn’t know what we rolled out Didn’t know how it helped customers Couldn't support customers using it
They didn't feel any ownership of the service To them, the eCommerce channel was a competitor
Employees in the dark
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Educate early not after introducing eCommerce to
customers
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Create opportunities for employees to invest in
ownership of the system
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Record training to make onboarding new employees
easier
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Don’t be surprised or worried by channel shift
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Sales attribution models need to reflect the changing weight
of channels
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Sales’ role will shift from quoting/ordering to being more proactive about customer needs
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Not inviting salespeople inside eCommerce is setting them up
for failure
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Omni-channel customers need service consistency to transact
fluidly
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PIMProduct Information Management
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Develop a process to intake, evaluate, and normalize
product info from vendors
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akeneo.com pimcore.org
informatica.com cobby.io
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Wayfinding and Search
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Hierarchical navigation is less important for B2B buyers
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Most B2B sessions start with search
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B2B buyers often know the exact product needed before
reaching your site
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Query highlighting Search scopes Result types
Search Enhancements
http://baymard.com/blog/autocomplete-design
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Search needs to behave consistently between websites
and apps
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homedepot.com search scopes
suggested queries products
categories brands
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m.homedepot.com suggested queries
categories brands
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Home Depot iOS app suggested queries
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Home Depot makes it harder to search for products on their
mobile services
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Their native apps actually have the weakest search
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Multiple platforms and search implementations will disconnect customers
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Any offering that adapts to the customer is personalization
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1. Algorithmic merchandising 2. Crowd sourced buying 3. On demand production
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Convert better relative to the user’s journey. Increase order value when suggested together.
Higher margin or clearance priority that are equivalent.
1. Algorithmic Merchandising
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Shield the maker from inefficiencies of finding market fit
2. Crowd Sourced Buying
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3. On Demand Production and Customization
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Real-time Pricing and Inventory
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Actionable self-service quotes mean your doors never close
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50%B2B buyers say personalization is a key reason they choose suppliers
Oracle, “Taking the Wheel” B2B report
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List / trade price Negotiated price
Direct sales Quantity-based pricing
Pricing tiers by annual sales volume
Pricing
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Warehouse management Freight or parcel delivery estimates
Store / warehouse pickup Governmental licensing for hazardous materials
Contractual restrictions to sell in territory
Fulfillment
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Legacy terms may need to be grandfathered or renegotiated
online
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Customers expect the same services and accommodations
they receive offline
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Digital services must be an order of magnitude better than
calling a sales rep
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B2C customers generally only care about inventory if an item
is out of stock
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There are too many variables with personalization not to calculate real-time quotes
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Real-time processing is slow, so load personalized content
asynchronously
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Power User Features
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“Add to Cart” is a bottleneck for high volume buyers
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Enable re-buying of past orders
Order History
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Convert past orders to subscriptions
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Wish lists can be supercharged for B2B buyers
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Enable merging, splitting, and renaming lists
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Listen for customer feedback
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PIM systems turn connected data into merchandising
advantages
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B2B buyers appreciate tools that help them purchase
smarter in the future
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Omni-Channel Efficiency
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Support teams need training and authority to resolve issues
across channels
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$4.7 BHome Depot online sales 2015
https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot
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5.3%Home Depot online sales from
total revenue
https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot
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https://www.internetretailer.com/2016/02/24/mobile-sparks-q4-sales-home-depot
Over 40% of our online orders actually end up in the store in some way, shape or form.
“ Kevin Hoffman President of Online Operations Home Depot
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It’s your job to make channels seamless
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Buyer Demographics
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56%B2B executives say some
customers can only be served online
https://www.internetretailer.com/2015/04/02/new-report-predicts-1-trillion-market-us-b2b-e-commerce
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Consider who will leave and join the workforce in 5-10 years
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Millennials are the first generation where internet use
will become universal
http://www.pewresearch.org/fact-tank/2016/02/22/key-takeaways-global-tech/
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72%US adults with smartphones
http://www.pewresearch.org/fact-tank/2015/12/08/one-fifth-of-americans-report-going-online-almost-constantly/
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92%US millennials with smartphones
http://www.pewresearch.org/fact-tank/2015/12/08/one-fifth-of-americans-report-going-online-almost-constantly/
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75%Millennials have purchased from
phones
http://insights.mobify.com/16-stats-to-convince-your-boss-to-invest-in-mobile-in-2016/
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36%18–29 year olds who report being
online “almost constantly”
http://www.pewresearch.org/fact-tank/2015/12/08/one-fifth-of-americans-report-going-online-almost-constantly/
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Under 35Average age of B2B buyer
Oracle, “Taking the Wheel” B2B report
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34%Millennials in US labor force
http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-u-s-labor-force/
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Millennials represent more of the labor force than Baby Boomers or Generation X
http://www.pewresearch.org/fact-tank/2015/05/11/millennials-surpass-gen-xers-as-the-largest-generation-in-u-s-labor-force/
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Technology will push out businesses that can’t adapt
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74%B2B buyers who prefer
researching online vs. talking to sales reps
Oracle, “Taking the Wheel” B2B report
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Digital services will be a major factor when B2B buyers choose
suppliers
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Designing services adds value to your business
+ your customer’s business
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Gravity DepartmentGravityDept
gravitydept.com magefrontend.com
Brendan FalkowskiFalkowski