Online is simple - or must be, in order to build ever closer customer loyalty and permanently increase the average value of a shopping cart. That's why it's particularly important to support your customers' purchasers as individually as possible.
The right offer at the right time and the right place
It is often not the big flagship of a company that is the heavyweight for digital sales. Less dazzling, but all the more important are the consumable goods when it comes to operating an online shop cost-efficiently. So it is important to turn customers into regular buyers. To do this, you need to align your offer consistently with their needs and preferences. Personalization is the keyword here:
- Show and hide catalogs according to customer segment
- offer custom prices
- configure definable budgets for different users
Combining product sales and service
Once the processes for selling consumables are established and sales are stable, the next step is to consider spare parts to increase the share of online sales. To do this, use the advanced functions of your B2B shop, where your customers have quick access to exactly the parts that match their registered machine. This saves them from error-prone searches or complex navigation. If you, as a manufacturer, provide data on the running time and wear of machines and components, you can proactively offer corresponding spare parts - ideally in combination with a maintenance appointment.
In this way, you can create optimal conditions for shifting and increasing the share of sales to digital.
The field service of the future: Dialog instead of catalogs
Happy customers provide for lasting income. No matter how good and cost-effective your products may be - if the digital offerings do not fit their working methods and processes exactly, there is a high risk that they will turn to other providers. To prevent this, it helps to stay in close contact with them - preferably on a personal level:
- Listening instead of lecturing
- Understand online as a channel that takes care of automatable tasks
- Establish on-site appointments with added value
Field service personnel no longer need to track down spare parts or work through long order lists when they come to you. The online shop takes care of these recurring tasks. In the future, salespeople will increasingly become consultants who listen and show users tricks and functions that have not been used optimally up to now. People who take a self-determined approach will order more! Retailers and manufacturers who support their customers in all aspects of daily work will in future increasingly become trusted advisors and companions.
E-meet Tobias and learn more about the future of personalized B2B commerce in our webinar "After-Sales 4.0":