Page 3 - CBM13

~ Welcome ~

FOREWORD

to do business with you. Sure, you have a product and, possibly,
offer a service. ‘Ease’ goes beyond that. Your customers expect you
to offer reliable delivery, long-term conditions and flexible pay-
ment methods. Chances are your competition is only a few clicks
away when it comes to meeting these expectations as well, or
worse, at a lower price. Offer the big picture and ease to keep your
B2B customers and make sure they stay happy!

B2B customers tend to be particularly cost-sensitive, matter-of-
fact, and rational folks. Use that. It likely makes them appreciate
an efficient purchase process. Something you can easily provide,
for example, by offering features of mature B2B web shops such
as an individualised catalogue view based on buying history,
budget and approval authority. Re-ordering templates serve well,
MAKING B2B reflects much of a product-focused sales approach and keeps your
too, in terms of customer retention. However, all of this still

COMMERCE THE competitors at your heels.
The Flow
OTHER BIG EASY For people working in manufacturing, innovation is daily business.
There is a constant – and rapid – flow of information on products,
tools, materials and processes. That means business buyers are
here is already a Big Easy: New Orleans. For me, never done learning, too. What if your organisation is a valuable
it is an inspirational place where you can find the source for up-to-date product information – not only catalogue
Tmighty Mississippi, relaxed folks and fun. While numbers but including meaningful parameters, matching compo-
it is true that this is not a travel guide about New Orleans, nents and spare parts, tutorials and peer group exchange? It can be
I would like to keep this imagery of the city in our minds part of your value-added strategy and a USP. Staying up to date
for a moment and play a thought game. How is it that can put you in the position to educate your customers about nov-
we can connect the sober, efficient and all-rational B2B elties. Being an early adapter can make you the right pick for the
commerce business to that inspirational feeling of New production process as well. A solid foundation for a long, trustful
Orleans? How do we bring the fun to B2B commerce? business relationship.

The Big The Fun
First, B2B commerce is big. ‘Big’ can have many sizes and So, B2B commerce is about big, easy and part of the flow. What
meanings. Businesses sell big and tiny parts, preferably in large about ‘fun’? It is unlikely that you will turn your business buyers
volumes. ‘Big’ is also B2B’s share in (inter)national business, it into online shopping queens – even though preferences differ. But
still represents a threefold volume of the online revenue of the what about offering an online purchase environment that appeals
consumer-oriented business. Similar to the charm of the Cajun to the tech disciples? A system that takes into account their very
capital, not all about it is tangible on the surface. I believe a fair own high standards and efficiency? Your store being accessible on
share of that is in the network of established business relations. all mobile devices is a must, but what about a predictive mainte-
Recalling the image of the Mississippi, B2B is supposed to come nance offering? Or a smart shelf for automated replenishment?
in a large and steady flow. A powerful stream often branches out All of this may not make your customers march and parade, it all
into smaller segments, specific needs and individual conditions. It sounds pretty sweet, doesn’t it?
is an indispensable resource for everyone off its shore. It is full of
predators, too, but let’s leave that out for now. Yours,
Harold van der Horst
The Ease Harold van der Horst is Marketing Director for EMEA at B2B
‘Ease’ is what B2B commerce should be all about: making it easy Commerce-Leader Intershop.

3