Page 8 - CBM27

~ Intershop ~
GROW INTERNATIONALLY

WITH YOUR WEBSHOP
e-commerce customer shopping log—aimed at providing cross-selling
7. Holistic ways of working to improve user experience and up-selling with products previously bought by that same
and business performance customer—loyalty programs, 24/7 personalised support and
many other B2C staples, are fast becoming a must in the B2B
Let’s take a quick overview of these seven main areas that the scenario, nowadays ruled by the millennials.
B2B Frontrunners community will showcase during its 2023
edition. “Using the data that you already have, your B2B business
needs to be able to apply that data to personalise the
Data-driven intelligence: a power on the rise! customer experience and journey. But explaining how to do
The first major area of interest for the B2B global community it on a practical level is sometimes complex. That’s precisely
gathered in the Frontrunners alliance is data-driven why we created B2B Frontrunners: to give companies and
intelligence. This technology has blossomed during the past organisations a place to share, interact, and collectively learn
four years to become one of the most promising and powerful practical examples of, for example, how to use data to create a
pieces of the future B2B e-commerce puzzle. But how personalised customer journey for a B2B brand successfully,” NIEUWEGEIN
NL
exactly can data-driven intelligence be used to benefit B2B explains Gerrit. NORTHAMPTON
UK
ROOSENDAAL
NL
e-commerce? Gerrit shows us clear and direct answers to this
matter: A personalised journey allows B2B brands to achieve
numerous benefits, such as differentiating businesses in a
“Today, organisations are constantly collecting huge amounts crowded market, increasing brand engagement, satisfaction,
of information derived from the digital interactions between and loyalty on an individual and overall level, facilitating WILLEBROEK
BE
the client and the brand. In the past, when a salesperson from targeted upselling and cross-selling opportunities, addressing DORSTEN
DE
a B2B organisation visited a client, they knew everything the unique needs and preferences of individual users within
regarding the client: what businesses they were involved in, their company framework, and aligning with user expectations
what needs for products or services they usually had, what for personalisation based on their experiences in B2C
kind of final clients they had to deal with, and so forth. interactions.
Nowadays, all this information can be processed, thanks to
the data that your B2B e-commerce is constantly collecting. Another key element in creating a personalised journey is
The challenge is, how can you unleash that data to foster your the capacity for predictive marketing actions. Companies
digital growth? At Intershop, we have cool real-life cases that with a clear map of who follows them and why can predict,
we showed in this first B2B Frontrunners community session in a more accurate way, possible seasonal sales or even lower
to explain how this can be achieved,” says Gerrit. or adapt prices and products for specific clients considering
how the market and the competition are behaving. This is one
The community cases shown by Intershop, alongside their of the cornerstones to achieving the end goal of future B2B
partner De Nieuwe Zaak, prove how companies can improve e-commerce: autonomous commerce.
product and service offerings by understanding the client and
individual user requirements, optimising marketing strategies Sustainability and social responsibility: now and
and targeting efforts for higher conversion rates, developing forever!
and maintaining long-term relationships with clients at Sustainability and social responsibility have become a
various levels to secure repeat business and enhance user standard for any brand nowadays. From local to global, from
satisfaction and loyalty on all client levels, leading to positive e-commerce to traditional brick-and-mortar, brands need BENEFIT FROM MULTIWAREHOUSING
internal word-of-mouth and external referrals. to be aware that consumers care and demand a different
AT THE CROSSBORDER EFULFILMENT SPECIALIST
approach towards our environment and our communities.
Highly personalised user experiences: the golden
standard for future B2B For B2B brands, the benefits are clear: integrating
Choice between Error-free & effi cient order processing
The second main area for all companies and organisations sustainability and social responsibility into B2B e-commerce
wishing to be B2B leaders is to offer highly personalised user offers an enhancement of brand reputation and attracts the best local carriers through robots & automation
experiences to their customers. This trend is an evolution of environmentally conscious customers, reducing costs through
B2C e-commerce. A generational shift is deeply impacting resource optimisation and energy-efficient practices, ensuring
B2B business as more and more decision-makers inside the compliance with environmental and social regulations,
B2B market join the ranks of digitally native generations. encouraging innovation and long-term business resilience, Always the shortest All your data in a user-friendly
These new decision-makers are used in the B2C personalised and finally, meeting the expectations of stakeholders,
lead times from one of and clear dashboard
experiences offered by many major online shopping platforms including customers, employees, and investors in perhaps the
our 5 E-fulfi lment centres
like Amazon and Rakuten, among others most defining aspiration of our times: to be good for your
clients, for your community and for the world.
Recommendations of products, based on customer browsing
history, special offers based on seasonality but also on the
ACTIVE ANTS IS PART OF BPOSTGROUP CONTACT US
Active Ants | bpost | Dynalogic | Leen Menken | Landmark Global | Radial +31 030 2271025
WWW.ACTIVEANTS.NL/CONTACT

8