Welcome to the B2B E-Commerce Summit 2020 Fear… · your B2B web store September 24, 2020. Nicole...
Transcript of Welcome to the B2B E-Commerce Summit 2020 Fear… · your B2B web store September 24, 2020. Nicole...
Welcome to the
B2B E-Commerce
Summit 2020It’s a constant evolution!
The most
important KPIs for
your B2B web store
September 24, 2020
Nicole Fearon
Enterprise Channel Sales Manager
Customer-centric Channel Sales
Manager. I love working with customers
and partners to help them gain value
using Sana’s software.
+44 7486 361454
Success in commerce was found by
building lasting relationships with
customers that depend on them,
not by competing on price and
product alone.
How have
companies like
you found
success?
75%
B2B customers
make 75% of
their purchases
online.
Source: Sana Commerce and Sapio, 2019
Buying habits
have changed
drastically
To meet the evolving
needs of your customers,
you need to deliver the
same experience
online that has made
you a success offline.
Foundation
The B2B e-commerce journey
Adoption Optimization Acquisition Innovation
Strategy
What is a performance indicator and where does it fit?
OKRs KPIs
• Customer satisfaction
• Cost reduction
• Efficiency
• Revenue
• Brand image
Key objectives in B2B e-commerce
Prioritize relationships, not just transactions.
Key KPIs for all stages and objectives
• Customer adoption:
• Number of existing customers using the site
• Return visits:
• Number of times these customers come back
to the site in a period of time
Customer satisfaction
Challenge
• Low user adoption of
old portal (<10%)
• Compromised
convenience
• Compromised
reliability
Result
• Rolled out to 10
countries and counting
with on average 25%
adoption in first year.
• Complex production,
order and logistic
processes easily made
available online
Solution
• Sana Commerce
for SAP
• Total customer
journey supported for
building contractors
Case study
Forbo Flooring• Leading producer of
sustainable floor coverings
• 5,500+ employees worldwide
• 25 production and distribution
companies
• 6 fabrication centers
• 44 pure sales organizations
• €1.2 billion net sales in 2019
• Number of orders processed
• Percentage of total orders processed through the
web store
Cost reduction
Challenge
• Self-built webstore with numerous links to the ERP
• Duplication work and manual updates to the webstore
• Not all information available for customers
Result
80% of orders
processed through the
web store, saving up
to 3 hours a day of
administration time.
Solution
• Sana Commerce for
AX ERP
• Single source of
information on
products, customer
ordering and B2B
self-service
Case study
Berg• Producer of outdoor toys,
known for its trampolines and
go-karts
• Distributes to a worldwide
dealer network of resellers
• Established in the
Netherlands
• Percentage growth in number of orders processed
– in office hours/out of office hours
• Conversion rate – number of visitors and orders
Efficiency
Challenge
• Basic e-commerce
store
• Text’-heavy site
• Customers were
calling or emailing to
place orders
Result
• 2x conversion rate
• 64% more new
clients opened
accounts
• Sales increased by
25%
Solution
• Sana Commerce for
SAP
• Better online
customer services
with online chat
function and
automated ordering
process
Case study
Hummert• Distributor of horticultural
supplies and equipment
• Customers in 50 states and
70 other countries
• Founded in 1932
• Passion for horticulture and
commitment to excellent
customer services
• YoY growth overall
• YoY growth by customer segment
• Percentage increase in average order value
Revenue
Challenge
• Phone-based sales team
• Many customers wanting to order outside of office hours
• Complex pricing structure
Result
Increase in average
order value of 35%
Many of the
company’s bigger
customers are
ordering online
Solution
• Sana Commerce for
AX ERP
• Custom client data
with seamless
integration to
webstore and 24/7
ordering
Case study
Pelican Rouge• Leader in coffee solutions
from bean to cup
• Serving 7m coffee lovers
every day
• Active across Europe
• Repeat orders
• Referrals
Brand image
Challenge
15,000 products sold
through retailers and
wholesalers in over 80
countries in 5 different
languages
Result
50% of repeat orders
via the web store
Solution
Central platform for
sales with automated
order processing –
B2B and B2C
Case study
Boards & More
• World's leading manufacturer
of sports equipment for
windsurfing, kite surfing and
paddle boarding
• Sales in Europe through
retailers and in 80+ countries
worldwide through
wholesalers
Which KPIs To Choose?
KPIs should help
They shouldn’t
overwhelm. Choose a
few to use
KPI is an indicator
Investigate underlying
causes fully
Things change
Review objectives and
KPIs regularly
KPIs are useful. But here’s the caution:
Prioritize
relationships,
not just
transactions.
Sana Commerce