The 'B2B consumer'
B2C consumers expect an elevated level of convenience, speed and personalisation as the norm - an expectation that has now filtered through to the workplace. As digitally savvy millennials now assume buying powers at work, suppliers must address the failings of legacy systems and web shops in delivering a rich user experience.
The B2B world has been forced to revaluate everything that makes up its online operations, from initial enquiries through to fulfilment and delivery. Alongside the shifts in physical approaches, many have also invested in the key functional features needed to improve their online user experience, such as faster loading speeds, effortless navigation, easy checkout processes, confidence building-security, and powerful search tools.
But creating the features that will boost customer engagement and keep them coming back to your store requires one thing - personalisation. And the key here is that it has to be a truly personalised experience.
“In the past, personalisation was something businesses were falsely promised by a solution that ultimately did little more than add a field for customers’ names to an email template,” said Raj De Datta, the CEO and co-founder of Bloomreach and a KPS partner. “But that wasn’t true personalisation. It wasn’t powered by a complete understanding of the customer.”
The problem is that integrating meaningful personalisation in B2B is a little more of a challenge than it is in retail, and that’s why so many businesses have shied away from tackling the challenge head-on until now.
The road to success
So, with the message clear that as B2B eCommerce continues to grow, should its need for personalisation, how are brands approaching personalisation in 2022?
In our latest report, Evolving Digital Commerce 2022, we asked over 100 Heads of eCommerce and digital to tell us what developments matter to them most in 2022 – and personalisation appears to be amongst their top considerations.
Our survey revealed that only 40% of respondents in B2B are already offering a personalised website and mobile app experience (v’s 80% of retail respondents surveyed). When asked to identify what personalised experiences were on offer, content came out top – leaving critical touchpoints like navigation, search and checkout lagging behind.
This is because implementing a good strategy across these is not without problems, many of which put B2B businesses off. We found out that the top 3 personalisation challenges brands face in 2022 are:
Delivering personalisation that customers value and appreciate.
Measuring tangible ROI from personalisation.
High costs associated with higher content volume.
The solution to these challenges lies in implementing personalisation platforms powered by artificial intelligence (AI) technology that can work efficiently at scale, deliver intelligent insights, and adapt content appropriately at speed. For that, you need expert assistance.
Backed by over two decades of creating digital solutions across all customer touchpoints, our award-winning team at KPS UK is known for delivering exceptional, personalised user experiences for well-known B2C and B2B household names.
If you want to know more about delivering meaningful, personalised experiences for your customers, why not have a chat with one of our industry-leading experts.