Put simply, online merchandising is the process of getting the correct static content and product content in front of the correct people at the correct time. And it is not only paramount to B2C, merchandising and personalisation is becoming ever more prevalent within B2B purchasing.
Within B2B it is common to have different pricing and product offerings available to different customers and regions. At a fundamental level a Sales Manager would never see a customer with a different customer’s product or price book and the online experience shouldn’t be any different. Businesses need go beyond this with the use of data and analytics, B2B should have the same merchandising and personalisation experiences as B2C businesses. Dynamic content, smart product recommendations and dedicated landing pages are the new base level expectations for a positive (and profitable) buying journey.
Top tips for B2B Merchandising and Personalisation:
- Search should be easy and super smart with specific product catalog and product pricing
- Ensure the online experience matches the pricing and product model that a Purchasing Manager would deliver – this is critical to success for B2B transactional commerce
- Smart analytics can help B2B businesses make better merchandising decisions. AI and machine learning products such as Adobe Sensei can assist, identify and capitalise on personalised B2B customer content experiences
- Ensure you have personalised reporting dashboards for Purchasing Managers and their teams
Enjoyed our top tips? Read the full Merchandising & Personalisation chapter from the B2B whitepaper: ‘How to Succeed at Digital Transformation in B2B eCommerce’ here download the whitepaper.