B2B e-commerce is gaining popularity, and several expert groups within ShoppingTomorrow, the research program of Thuiswinkel.org, have focused on B2B e-commerce. Companies that target the business market have access to significant amounts of data that they could use more effectively. Personalization offers considerable opportunities in this regard.
For companies active in B2B, the data they collect offers opportunities throughout the entire customer journey. This includes building customer profiles, personalization, cross- and upselling, and conversion optimization. Using customer profiles helps the organization as a whole remain relevant and better serve its various target audiences. Through personalization, a company can make customers feel special, which can lead to cross- and upselling and an increase in conversion. Data will continue to play a crucial role for successful and efficient B2B organizations, both now and in the future.
Deploying personalization in b2b
Personalization in B2B e-commerce is no longer optional, but an essential component of a modern B2B e-commerce strategy, according to one expert group. Implementing effective personalization in B2B, however, requires careful consideration, and the approach must be tailored to the specific characteristics of B2B.
Unlike B2C, B2B personalization processes involve multiple people and roles in the purchasing process. In addition, individual pricing agreements and complex products may be at play, and a relationship-focused approach is often of great importance. The expert group has developed a practical maturity model that companies can use to assess where they currently stand and how they can evolve along the ‘personalization pyramid’. It emphasizes, however, that personalization should not be the ultimate goal in itself, but rather a means to achieve broader business objectives.