Chifukwa Chake Ogula Amadetsedwa ndi B2B E-Commerce Personalization (Ndi Momwe Mungakonzere)

Ogula Amakhumudwa Ndi B2B E-Commerce Personalization

Zokumana nazo zamakasitomala zakhala, ndipo zikupitilira kukhala zofunika kwambiri kwa B2B mabizinesi paulendo wawo wopita kukusintha kwa digito. Monga gawo lakusintha kwa digito, mabungwe a B2B akukumana ndi vuto lalikulu: kufunikira koonetsetsa kuti zonse zikuyenda bwino ndi Kugula pa intaneti komanso pa intaneti. Komabe, ngakhale mabungwe ayesetsa kuchita bwino komanso kuyika ndalama zambiri pamalonda a digito ndi e-commerce, ogulawo amakhalabe osachita chidwi ndi maulendo awo ogula pa intaneti.

Malinga ndi kafukufuku waposachedwa wa Sapio Research pa kugula kwa B2B, pafupifupi 20% ya ogula B2B masiku ano akuwona kuti zomwe kasitomala amakumana nazo pa intaneti ndizotsika poyerekeza ndi zomwe akukhala nazo popanda intaneti.

Lipoti la Ogula la 2022 B2B, Mphamvu Yogula Maubwenzi mu Dziko Losintha la B2B Paintaneti

Lipotilo, loperekedwa ndi Sana Commerce, imayang'ana zochitika za ogula a B2B kudzera mu lens ya gwero lodziwika bwino komanso lodalirika: ogula okha. Zina mwazofunikira kwambiri? Ogula 1 mwa 4 okha ali ndi chidaliro kuti mabungwe nthawizonse perekani zidziwitso zolondola pamayendedwe a ogulitsa pa intaneti komanso osapezeka pa intaneti. Ndipo ngati mfundozo zikulankhula ndi chilichonse, ndikuti malo a B2B ali ndi malo ambiri oti akule pamaso pa makasitomala ake.

Ndiye, zowona za kugula kwa B2B zikuwoneka bwanji kuchokera kwa ogula?

Ogula a B2B lero amagula zinthu zopitilira 428 zofunika kwambiri tsiku lililonse, amawononga pafupifupi $3 miliyoni pachaka pa intaneti. Ambiri aiwo amatembenukira kutsamba la e-commerce laotsatsa ngati njira yosankha poika maoda awa. Tsoka ilo, 1 mwa 5 aliwonse mwa ogulawa amakumana ndi zolakwika zamadongosolo nthawi iliyonse amagula (kutchula deta yolakwika, monga zosungira zolakwika, malonda, kutumiza, ndi chidziwitso cha mitengo), monga chopinga chachikulu. Ochuluka mpaka 94% amafotokoza zovuta zamakasitomala zamtundu wina pakugula kwa B2B. Mwina makamaka makamaka, ogula adanenanso za kusiyana kwakukulu pakati pa zomwe amayembekeza ndi zenizeni zikafika pakupanga makonda pa intaneti mu B2B.

Ndi zovuta zamtunduwu zomwe zikuvutitsa makasitomala a B2B, funso lodziwikiratu lomwe lilipo limakhala: kodi mabungwe angathane bwanji ndi kukhumudwa kumeneku kumbali ya ogula? Ndipo, chofunika kwambiri, mtengo wake ndi chiyani osati kutero?

Pa nthawi ya mliri wapadziko lonse lapansi, kusachitapo kanthu kungawononge bizinesi yawo. Kulimbana ndi kusangalala kapena kukhala ndi moyo, Pepco adathandizira njira yophatikizira ya Sana Commerce ERP ndi e-commerce solution, kuti akhazikitse njira yatsopano yogulitsira malonda mu 2020. Kuphatikiza malonda a e-commerce ndi ERP kunatsimikizira njira yowongoleredwa komanso chidziwitso chaogula cha B2B chopanda msoko.

Njira yophatikizika ya ERP ya Sana inali yothandiza kwambiri pothandiza Pepco pivot kuchoka pazaka 30 zakubadwa yogawa mafuta, zinthu zamafakitale ndi HVAC kupita kwa wopanga ndi kugawa zinthu zofunika kwambiri, monga zotsukira m'manja kudzera pasitolo yapaintaneti.

Ogula B2B lero akudziwa zomwe akufuna. Amadziwa zomwe akuyembekezera. Ndipo ali okonzeka kuchoka kwa ogulitsa awo apamwamba ngati sakupeza.

62% yochulukirapo ya ogula a B2B amawona kuti zomwe amayembekeza patsamba la ogulitsa ndizochepa, zochepa kwambiri, kapena sanakumane konse. Mosadabwitsa, chifukwa chake, mabizinesi anayi mwa 4 a B10B pakadali pano akukumana ndi kukana njira yawo yapaintaneti kuchokera kwa makasitomala. Koma atafunsidwa za mawonekedwe, magwiridwe antchito, ndi maubwino ogula do akufuna kuwona kuchokera pa zomwe adakumana nazo pamalonda a e-commerce a B2B, anali omveka bwino pazomwe akufuna kusintha, komanso momwe ogulitsa angasinthire zopereka zawo pa intaneti.

Theka la ogula a B2B omwe adafunsidwa amavomereza kuti zopereka monga mtundu wabwinoko wazinthu, kudalirika kodalirika komanso kudalira kwambiri mbiri ya ogulitsa, mitengo yampikisano ndi mawu obweretsera, komanso ntchito zamakasitomala zapamwamba zitha kukhala zinthu zomwe zimawatsogolera kugula (ndi kugulanso) kuchokera kwa ogulitsa apamwamba. Pakati pa ogula a B2B omwe akukumana ndi zovuta zakusintha makonda, pali mndandanda wautali wazinthu zomwe zingatsimikizire kuchuluka kwa ogula makonda. kwenikweni ndikufuna.

Kuphatikiza pakuyenda kosavuta komanso kutuluka mwachangu, ogula a B2B amafuna kuwona kupezeka kwazinthu. iwo kugula nthawi zonse. Amafuna kuti athe kuwona ndikugula motengera awo mitengo yamakasitomala, kubweza ndi kutumiza, ndipo 28% amafunanso kutha kulumikizana ndi chatbot yomwe imadziwa mbiri yawo yoyitanitsa. Zikuwonekeratu ndiye kuti ogula a B2B samangokhala okhumudwa. Iwo akufuna zabwinoko ndi kufuna zambiri. Mwamwayi, nsanja ya Sana Commerce ya ERP-integrated, Sana Commerce Cloud, idapangidwa kuti ichepetse zovuta zogula za B2B: kugwiritsa ntchito data ya ERP ya mabungwe a B2B (monga data yamakasitomala, zambiri zamalonda, ndi mitengo yamitengo) kuti iwonetsetse zonse zomwe makasitomala amakumana nazo komanso zambiri zomwe makasitomala amagwiritsa ntchito, osavuta, komanso odalirika. 

Pamene tikulowa mu 2022, mabungwe akungoyambitsa njira ya B2B e-commerce ndikudikirira kuti madongosolo alowemo, osayang'ana kwambiri zomwe makasitomala amakumana nazo, adziwa mwachangu kuti sakuchita mokwanira. Kusauka kwapaintaneti kupitilirabe kukankhira ogula kutali m'malo molola kuti njira ya e-commerce ikhale ngati njira yowonjezerapo ndalama zamabizinesi a B2B ─ kuwopseza kupangitsa kuti mabizinesi ochulukirapo awononge ndalama zamakampani omwe sangathe kupeza makasitomala awo pa intaneti. zokumana nazo mpaka pano, ndipo posachedwa.