Kutheni Abathengi Bengakhathazwa yi-B2B E-Commerce Personalization (Kwaye Uyilungisa Njani)

Abathengi Baphantsi Kwe-B2B E-Commerce Personalization

Amava oMthengi kudala, kwaye ayaqhubeka, eyona nto iphambili kwi B2B amashishini kuhambo lwawo olusingise kwinguqu yedijithali. Njengenxalenye yolu tshintsho olubhekiselele kwidijithali, imibutho yeB2B ijongene nomngeni onzima: imfuno yokuqinisekisa ukuhambelana kokubini kwaye umgangatho kuyo yonke i-intanethi kunye namava okuthenga ngaphandle kweintanethi. Nangona kunjalo, ngaphandle kweenzame zemibutho kunye notyalo-mali olukhulu kwidijithali kunye ne-e-commerce, abathengi ngokwabo bahlala bengaphantsi kokuchukunyiswa kuhambo lwabo lokuthenga kwi-Intanethi.

Ngokwedatha yakutshanje evela kuPhando lwe-Sapio ngokuthenga kwe-B2B, phantse i-20% yabathengi be-B2B namhlanje bavakalelwa kukuba amava omthengi abanawo kwi-intanethi angaphantsi kwalawo abanawo ngaphandle kweintanethi.

Ingxelo yoMthengi we-2022 ye-B2B, Amandla oThenga uBudlelwane kwihlabathi eliguqukayo le-B2B kwi-Intanethi

Ingxelo, igunyaziswe ngu Sana Commerce, ihlola imeko ye-B2B yomthengi wamava ngokusebenzisa i-lens yomthombo onolwazi kunye nothembekileyo: abathengi ngokwabo. Phakathi kwezona ziphumo zibalulekileyo? Umntu om-1 kwaba-4 uziva eqinisekile ukuba imibutho rhoqo banike ulwazi oluchanekileyo kubo bonke abathengisi babo kwi-intanethi kunye neendlela ezingaxhunyiwe kwi-intanethi. Kwaye ukuba loo manqaku edatha athetha nantoni na, kukuba indawo ye-B2B ineendawo ezininzi zokukhula emehlweni abathengi bayo.

Ke, ubunyani bokuthenga kwe-B2B bujongeka njani ngokwembono yabathengi?

Abathengi be-B2B namhlanje bathenga ngaphezulu kwe-428 yeshishini elibalulekileyo yonke imihla, bechitha umndilili we-3 yezigidi zeedola ngonyaka kwi-Intanethi. Uninzi lwabo luphendukela kwindawo yorhwebo ye-e-commerce njengejelo lokuzikhethela xa ubeka le odolo. Ngelishwa, nangona kunjalo, i-1 kwaba-5 kwaba bathengi bajongana neempazamo zokuodola ngalo lonke ixesha bathenga (bacaphula idatha engachanekanga, njenge-inventory engalunganga, imveliso, ukuthumela, kunye nolwazi lwexabiso), njengomqobo oyintloko. Kangange-94% exela imiba yamava abathengi bohlobo oluthile kwinkqubo yokuthenga ye-B2B. Mhlawumbi okona kubalulekileyo, abathengi banike ingxelo yomsantsa omkhulu phakathi kokulindelweyo kunye nenyani xa kufikwa kubuchule bokwenza umntu kwi-intanethi kwi-B2B.

Ngolu hlobo lwamava akwi-intanethi athwaxa abathengi be-B2B, umbuzo ocacileyo okhoyo uba: ingaba imibutho ingalwa njani nolu nxunguphalo kwicala lomthengi? Kwaye, okubalulekileyo, zithini iindleko hayi ukwenza njalo?

Ngexesha lobhubhani wehlabathi, ukungasebenzi kunokuxabisa iinkampani ishishini labo. Ujongene nokuphumelela okanye ukusinda, Pepco isebenzise i-ERP ehlanganisiweyo ye-Sana Commerce kunye nesisombululo se-e-commerce, ukusungula isicwangciso esitsha sokuya kwimarike ngo-2020. Ukudibanisa i-e-commerce kunye ne-ERP iqinisekise inkqubo elungelelanisiweyo kunye namava omthengi we-B2B ongenamthungo.

Indlela edityanisiweyo ye-ERP ka-Sana ibixabiseke kakhulu ekuncedeni i-Pepco pivot ekubeni ngumasasazi wamafutha, iimpahla zefektri kunye ne-HVAC kumenzi obalulekileyo kunye nosasazo lweemveliso ezifunwa kakhulu, njengesicoci sesandla kwivenkile ekwi-intanethi.

Abathengi beB2B namhlanje bayayazi into abayifunayo. Bayayazi into abayilindeleyo. Kwaye bakulungele ukuhambela kude nakubaboneleli babo abaphezulu ukuba abayifumani.

I-62% enkulu yabathengi be-B2B baziva ukuba izinto abazilindeleyo kwiiwebhusayithi zababoneleli zincinci, zincinci kakhulu, okanye zincinci. ayidibananga kwaphela. Ngokungamangalisiyo, ngenxa yoko, amashishini ama-4 kwali-10 e-B2B okwangoku ajongene nokuchasana nomjelo wawo we-intanethi kubathengi. Kodwa xa ubuzwa malunga neempawu, ukusebenza, kunye neenzuzo zabathengi do bafuna ukubona kumava abo e-e-commerce e-B2B, babecacile malunga nento abafuna ukuyitshintsha, kunye nendlela ababoneleli abanokuphucula ngayo i-intanethi yabo.

Isiqingatha sabathengi be-B2B abaphononongiweyo bayavuma ukuba iminikelo efana nomgangatho wemveliso ongcono, ukuthembeka okuphuculweyo kunye nokuthembela ngakumbi kudumo lwababoneleli, ukukhuphisana kwamaxabiso kunye nemigaqo yokuhanjiswa, kunye nenkonzo yabathengi ekumgangatho ophezulu iya kuba zezona zinto zibakhokelela ekuthengeni (kwaye baphinde bathenge) kubaboneleli abaphezulu. Phakathi kwabathengi beB2B abajongene nemiceli mngeni yokwenza umntu ngokukodwa, kukho uluhlu olude lwezinto ezinokuqinisekisa inqanaba labathengi bomntu. ngokoqobo bafuna.

Ukongeza kukhangelo olulula kunye nokuphuma ngokukhawuleza, abathengi beB2B bafuna ukukwazi ukubona ukufumaneka kwemveliso yezinto. bona ukuthenga rhoqo. Bafuna ukukwazi ukubona nokuthenga ngokusekelwe zabo amaxabiso athe ngqo kubathengi, ukubuya kunye nemigaqo yokuhanjiswa, kunye ne-28% bade bafune ukukwazi ukunxibelelana ne-chatbot eyaziyo imbali yabo yoku-odola. Kucacile ke, ukuba abathengi be-B2B abaphoxekanga nje. Bafuna ngcono kwaye bafuna ngakumbi. Ngethamsanqa, iqonga elidityanisiweyo le-ERP leSana Commerce, Sana Commerce Cloud, yenzelwe ukwenza lula ukuntsonkotha kokuthengwa kwe-B2B: ukusebenzisa idatha ye-ERP yemibutho ye-B2B (efana nedatha yomthengi, ulwazi lwemveliso, kunye nokucaciswa kwamaxabiso) ukunika amandla zombini inqaku- kunye nolwazi olutyebileyo namava abathengi asebenziseka lula, alungelelanisiweyo, kwaye ethembekileyo. 

Njengoko sisiya ku-2022, imibutho isungula isisombululo se-e-commerce se-B2B kwaye ilindele ukuba iiodolo zingene, ngaphandle kokugxila okuzinzileyo kumava omthengi, ziya kufunda ngokukhawuleza ukuba azenzi ngokwaneleyo. Amava ahlwempuzekileyo kwi-intanethi aya kuqhubeka nokutyhala abathengi kude kunokuvumela itshaneli ye-e-commerce ukuba isebenze njengomthombo wengeniso eyongezelelweyo kumashishini e-B2B ─ isoyikisa ngokunikezela ngotyalo-mali olukhulu kurhwebo lwe-e-commerce njengenkcitho kwimibutho engakwaziyo ukufumana abathengi bayo kwi-intanethi. amava ukuya kwinqanaba, kwaye kungekudala.