B2B eCommerce Personalization
Amazon continues to up the ante in terms of eCommerce personalization. That’s changing buyer expectations—not only in B2C, but in B2B, too. In fact, Salesforce reports that 72% of B2B customers expect personalization, while 67% have switched suppliers for a more B2C-influenced buying experience.
So what are the “must-haves” in B2B eCommerce personalization? And how can you deliver them?
Here’s our take.
1. Personalized catalog
Global manufacturers often need to control which customers can purchase which products. This could be for regulatory reasons, strategic reasons, or a combination of the two. It’s easy to handle this restriction for manual order entry processes—SAP ERP defines the customer’s allowed products, and a CSR (customer service rep) can only place an order that conforms to these rules.
So how do you map that complexity in personalized B2B eCommerce?
How to deliver a personalized B2B catalog
Choose a B2B eCommerce solution that’s built on a rock-solid ERP integration.
That’s how Corevist Commerce works. Whatever product restrictions apply to your customers in SAP, our solution maps those same restrictions in the B2B eCommerce channel.
In other words, your customers can only purchase the SKUs which your SAP business rules allow. It’s a simple, elegant solution to the problem of catalog personalization in B2B.
2. Personalized pricing
It’s no secret that not every customer gets the same pricing when buying from a manufacturer. Contract pricing, including any quantity/scaled discount, is defined in SAP for each customer. If your buyers can’t get accurate pricing in B2B eCommerce, the channel simply won’t work for them—they’ll have to call in anyway, which defeats the purpose of self-service.
So how do you get each customer’s pricing to display accurately when they browse the web store?
How to deliver personalized pricing
Since each customer’s unique pricing rules reside in SAP ERP, you’ll need an eCommerce solution that’s integrated to SAP—and supports the mapping of pricing to the individual eCommerce user.
Since Corevist Commerce is built on a direct integration to SAP, we provide personalized contract pricing to each of your customers, right out of the box. This prevents you from duplicating all those business rules in SAP in eCommerce.
3. Personalized, real-time inventory availability (or ATP)
What inventory information do you give customers today? I.e., if they call customer service to check inventory availability of an SKU, do you give them an answer?
Depending on your policies, each customer may need access to the actual total available inventory—or you may only provide them with an ATP (available to promise) quantity that’s calculated individually for each customer.
Whichever model you use, your customers need to know how much of a product is available before they make a purchase. You’ll need to address inventory display in B2B eCommerce in a way that conforms to your SAP business rules.
How to deliver personalized inventory/ATP
Once again, the best way to personalize inventory data in B2B eCommerce is to take it straight from the ERP, in real time.
This is how Corevist Commerce works. Our solution acts as a window into your SAP system. We can display ATP/inventory availability in real time, personalized for each user—or suppress it entirely, if you prefer not to show inventory numbers.
4. Personalized ship-to/sold-to selection
If eCommerce is going to work for manufacturers, it needs to map the complex relationships by which products get bought and sold. Manufacturers need eCommerce to work for all kinds of users—Sales, Customer Service, and 3PL employees, not to mention customers. It’s not enough to personalize the B2B eCommerce browsing experience. Every user needs access to personalized workflows that support their role within the transaction.
This is especially true when it comes to multiple ship-to/sold-to mapping. If your current business processes allow users to place orders on behalf of multiple sold-tos, and/or choose multiple shipping locations for those orders, then your B2B eCommerce solution needs to support that personalization.
How to deliver personalized ship-to/sold-to selection
Since the relationship between roles and ship-tos/sold-tos exists in SAP, it only makes sense to use an SAP-integrated eCommerce solution to provide this personalization.
That’s how Corevist Commerce works. Whatever relationships exist between roles and ship-tos/sold-tos in SAP, Corevist maps those same relationships within the eCommerce store. For example:
- A Sales rep can use eCommerce to place orders on behalf of each of his/her assigned customers, toggling between different customer accounts.
- A CSR (customer service rep) can track down order status for each of his/her assigned customers.
- A customer can choose between multiple shipping locations when placing an order.
Moving forward: FREE case study
Want to learn more? Download this case study on LORD Corporation. You’ll learn how this industrial manufacturer leveraged Corevist Commerce to launch a web channel that honors all relevant SAP business rules.