B2B eCommerce Customer Experiences

Perfecting Customer Experiences

B2B and Wholesale

B2B & Wholesale

Why B2B Customer Experiences Matter

Customers are expecting more from their digital experience in eCommerce and B2B is no exception. Creating the perfect customer experience and understanding how to improve the digital customer journey is essential for B2B brands and is no longer a nice to have.

 

According to research by Qualtrics, 65% of B2B customers say their B2B experiences don’t match their customer experiences – with 96% of customers saying their experience affects whether they’ll repurchase.

 

The B2B sector has been forced to reevaluate everything that makes up its online operations but it's equally as important to invest in the improvement of the online user experiences, from faster loading speeds, and effortless navigation to an easy checkout process.

 

It is now more important than ever to shift away from the traditional approaches to purchasing and elevate your customers' experiences online. The best brands are those that can provide their customers with a friction-free, buyer-first experience. 

According to research by Qualtrics, 65% of B2B customers say their B2B experiences don’t match their customer experiences – with 96% of customers saying their experience affects whether they’ll repurchase. It’s key to get your strategy right.

Overcoming dead ends

The B2B Challenge

The B2B world is complex, and creating an excellent customer-first digital strategy comes with some hurdles along the way. We surveyed our customers to uncover the challenges that are limiting B2B brands from reaching their potential. From our discussions, we gathered that it often starts with teams not having the right fundamentals in place to enable their digital strategy.

The top 3 challenges B2B brands are facing in 2022 are:

1. Personalising the customer journey

Many decision-makers are involved in B2B purchases. How do you personalise for each customer's needs?
Personalising the customer journey

1. Legacy systems + Data Silos

Legacy systems do not speak to each other. They are built to tackle specific issues, making it difficult to see the big picture.
Legacy systems + Data Silos

1. C-level Buy-in

To enable digital growth, teams need buy-in from the C-level. With multiple stakeholders, this makes it more difficult for ideas to come to fruition. 
C-level Buy-in

1. Personalising the customer journey

Many decision-makers are involved in B2B purchases. How do you personalise for each customer's needs?
Personalising the customer journey

1. Legacy systems + Data Silos

Legacy systems do not speak to each other. They are built to tackle specific issues, making it difficult to see the big picture.
Legacy systems + Data Silos

1. C-level Buy-in

To enable digital growth, teams need buy-in from the C-level. With multiple stakeholders, this makes it more difficult for ideas to come to fruition. 
C-level Buy-in

Win over the board

Delivering next level CX

We enable you with the skills to navigate the board

For you to provide next-level customer experience, you need to get the fundamentals right first. From understanding your customers, managing change adoption and digital transformation to overcoming data silos, progressing through each stage has its own obstacles. With over 20 years of CX expertise, we enable your business to overcome the challenges faced when implementing your digital strategy.
Delivering next level CX

Download

Lead your field, automate, and digitalise your customer experience

Download our B2B customer experience eBook to find out how you can solve your siloed data, leave your legacy systems behind and achieve next-level customer experience.

b2b ebook

Download

Download now to find out more...

The key challenges holding back your organisation

The solution to enabling a successful CX strategy 

What the future of B2B eCommerce looks like 

Electronik Conrad: Mehr Auswahl, geringere Prozesskosten

Vor der Einführung seines Marktplatzes bot Conrad ein rund 800.000 Artikel umfassendes Sortiment. Fünf Jahre später sind es bereits über 7 Millionen Produktangebote von mehr als 650 Herstellern und Distributoren, die ihre Ware über den Conrad Marketplace vertreiben. Bei Conrad Electronic hat man sich deshalb für ein kuratiertes Marktplatzmodell entschieden und somit das Angebot ideal auf die Kundenbedürfnisse ausgerichtet.

Douglas: ein führender europäischer Premium-Beauty-Händler

Douglas, einer der führenden europäischen Premium-Beauty-Händler, verzeichnete seit dem Start seines Online-Marktplatzes ein exponentielles Wachstum. Das Angebot hat sich in 2 Jahren vervielfacht und umfasst heute über 100.000 Produkte. Mit seiner Plattformstrategie bewältigte Douglas die Coronavirus-Pandemie und steigerte dank Mirakl-Technologie die Anzahl seiner Produkte und Partner erheblich.

So gelingt Ihr Einstieg in ein Marktplatz-Geschäftsmodell

Hat Ihr Business das Zeug zum Marketplace? Eine Machbarkeitseinschätzung gibt Ihnen Klarheit. Wählen Sie aus unseren drei Analyse-Optionen und erhalten Sie verlässliche, individuelle Handlungsempfehlungen. Steigen Sie kostenlos ein und vertiefen Sie Ihre Analyse durch die Wahl weiterführender Bundles.

SAP Commerce Cloud

Innovate your B2B brand at scale

KPS helps you simplfy your operations, eliminate complexities and allows you to deliver exeptional Customer Experiences with SAP Commerce Cloud. Voted SAP's Customer Experience Partner of the year at last years SAP Pinnacle Award, our team can help you implement the best CX solution to enable growth. Our involvement with large global B2B brands and wholesalers with a complex mix of data sources, organisation structures, and diverse customer segments, has allowed us to become specialists delivering excellent customer experiences, no matter the complexity. 

KPS plays an important role in helping deliver our eCommerce platforms, understanding our customers and developing, optimising and unifying their experience by helping us achieve a 360 view across channels.
Head of Digital Data Innovation & Architecture Saint Gobain

Our Work

Our proven track record of excellence in B2B

b2b awards 2022

Our work

With our industry-leading know-how and passion for successful transformations, we develop B2B eCommerce solutions that increase sales, boost conversion rates and deliver excellent customer experiences.


Why don’t you just take a look for yourselves?

Saint Gobain SAP Commerce Cloud

Saint Gobain Case Study

From brick and mortar to online orders

We took Saint Gobain from brick and mortar to online orders, rolling out 6 B2B building brands in under a year on SAP Commerce Cloud.  The new e-commerce site, developed on SAP Commerce Cloud, has seen double the number of page views compared to the previous site, and a whopping 185% increase in account openings by tradespeople across Great Britain since the new site launch.
Mirka next generation B2B

Mirka

Next generation B2B omnichannel experience

A cross-border hybrid KPS team worked to help Mirka redesign its B2B customer portal. with an archaic legacy online store slowing them down, Mirka wanted to create an omnichannel experience that would allow them to grow and interact with their customers at a deeper level.
brakes case study

Brakes

Digital Innovations to make customers' lives easier

Brakes completed our Digital Acceleration Programme (DAP) for the second time. Having already made strides to improve its offering in phase one, Brakes commented that the second iteration of DAP had "further consolidated and reinforced the previous work done." The DAP has been vital in assisting this traditional B2B supplier in developing a customer experience that echoes the very best features of B2C eCommerce websites.

contact

Get in touch to find out how you can excel your B2B CX strategy

Image for the article intro information

Barnaby Moffat, Commercial Director at KPS UK

show less show more

  • Email:
    uk-info@kps.com



  • Social Media:
    LinkedIn
  • Expert for:
    eCommerce projects, Cloud migration, Commercial strategy, Business development, Company positioning

More Insights

You may also be interested in...

Is your B2B ready to provide next-level CX?

Read more

Is your B2B ready to provide next-level CX?

Let us talk about the challenges that are stopping great customer experiences in B2B from getting off the ground. Speaking on a recent roundtable hosted by KPS, industry leaders in the area came together to discuss: What is holding businesses back?
Bringing meaningful personalisation to B2B

Read more

Bringing meaningful personalisation to B2B

This is not just about customising content. It's about honing the features and functionalities of your customer portal to accommodate personalised messaging that encourages customers to increase the average order value and inspire loyalty. 
Friction v frictionless checkout: someone using a laptop

Read more

Friction vs Frictionless: What is the right amount of friction in commerce?

On paper, friction in any online journey is generally considered a negative thing. UX consultants strive to remove friction from online checkouts to ensure that customers work as little as possible in order to purchase a product.  Convention tells us to remove as much friction as we possibly can. But is there such a thing as having too little friction? 

Privacy settings

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience. With your consent, we use cookies to analyse the usage of our website.

We also use cookies for marketing to help us measure the success of our marketing efforts. In the settings you will find detailed information about the individual cookies, and you can refuse the use of cookies.

You can change or revoke your selection at any time on any KPS.com page in the footer under Privacy Settings.

Essential Cookies

Essential cookies enable basic functions and are necessary for the proper functioning of the website.

  • Cookie Banner
    Cookie Name: kps-privacy-settings
    Value: PrivacyLevel_0#a
    Storage duration: 4 weeks
    Description: Cookie is required to save cookie settings. This is a purely technical cookie.

HubSpot:

  • Cookie Name: __hs_opt_out
    Storage duration: 6 months
    Description: Cookie is used by the opt-in privacy policy to ask the visitor to accept cookies again. This cookie is set when you give visitors the choice to disable cookies. It contains the string "Yes" or "No".
  • Cookie Name: __hs_do_not_tracking
    Storage duration: 6 months
    Description:: This cookie can be set so that the tracking code does not send any information to HubSpot. It contains the character string "Yes".
  • Cookie Name: __hs_initial_opt_in
    Storage duration: 7 days
    Description: This cookie is used to prevent banners from being displayed every time visitors visit your website in strict mode. It contains the string "Yes" or "No".
  • Cookie Name: __hs_cookie_cat_pref
    Storage duration: 6 months
    Description: This cookie is used to record the categories a visitor consented to. It contains data on the consented categories.
  • Cookie Name: __hs_gpc_banner_dismiss
    Storage duration: 180 days
    Description: This cookie is used when the Global Privacy Control banner is dismissed. It contains the string "yes" or "no"
  • Cookie Name: __hs_notify_banner_dismiss
    Storage duration: 180 days
    Description: This cookie is used when the website uses a Notify consent banner type. It contains a boolean value of True.
  • Cookie Name: hs_ab_test
    Speicherdauer: End of session
    Description: This cookie is used to consistently serve visitors the same version of an A/B test page they’ve seen before. It contains the id of the A/B test page and the id of the variation that was chosen for the visitor.
  • Cookie Name: <id>_key
    Storage duration: 14 days
    Description: When visiting a password-protected page, this cookie is set so future visits to the page from the same browser do not require login again. The cookie name is unique for each password-protected page. It contains an encrypted version of the password so future visits to the page will not require the password again.
  • Cookie Name: hs-messages-is-open
    Storage duration: 30 minutes
    Description: This cookie is used to determine and save whether the chat widget is open for future visits. It is set in your visitor's browser when they start a new chat, and resets to re-close the widget after 30 minutes of inactivity. If your visitor manually closes the chat widget, it will prevent the widget from re-opening on subsequent page loads in that browser session for 30 minutes. It contains a boolean value of True if present.
  • Cookie Name: hs-messages-hide-welcome-message
    Storage duration: 1 day
    Description: This cookie is used to prevent the chat widget welcome message from appearing again for one day after it is dismissed. It contains a boolean value of True or False.
  • Cookie Name: __hsmem
    Storage duration: 7 days
    Description: This cookie is set when visitors log in to a HubSpot-hosted site. It contains encrypted data that identifies the membership user when they are currently logged in.
  • Cookie Name: hs-membershem-csrf
    Storage duration: End of session
    Description: This cookie is used to ensure that content membership logins cannot be forged. It contains a random string of letters and numbers used to verify that a membership login is authentic.
  • Cookie Name: __cfruid
    Storage duration: End of session
    Description: This cookie is set by HubSpot's CDN provider based on their rate limit policies. It expires at the end of the session. Learn more about Cloudflare cookies.
  • Cookie Name: ___cfuvid
    Storage duration: End of session
    Description: This cookie is set by HubSpot's CDN provider based on their rate limit policies. It expires at the end of the session. Learn more about Cloudflare cookies.
Functional cookies

Functional cookies are used by third parties or publishers to display personalised advertisements. They do this by tracking visitors across websites.

External media

Content from video platforms and social media platforms is blocked by default. If cookies from external media are accepted, access to this content no longer requires manual consent.

Changing privacy settings

Imprint

Data protection statement