Omnichannel in B2B wholesale

The biggest challenge in setting up a digital ecosystem is creating a consistent experience for the customer. Different tools on different devices via different platforms can create customer noise. This is especially true for wholesalers focused on B2B sales. The answer is an omnichannel platform. You can read about what omnichannel means and can mean for Wholesale here.

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    What is omnichannel?

    Omnichannel is a comprehensive approach to the customer's digital experience. As more and more digital activities take place, there are more and more channels for the customer to interact with. In addition, the digital needs of the customer are changing. They are getting more and more used to everything being available everywhere on every device. An omnichannel approach focuses on the wishes of the customer and ensures that the customer has exactly the same experience, always and everywhere.

    Why an omnichannel strategy for B2B?

    1. Customer experience is the new differentiator
      According to the Customers Report 2020 in three years' time, the customer experience will be the most important factor in customer decision making. That means that product and price will not have any influence if the experience is not good. An omnichannel approach is essential for this. A survey by Accenture shows that 75% of B2B customers will stay with the same provider if it offers an omnichannel experience. 
    2. Personalise customer interaction
      An omnichannel landscape offers the opportunity to provide an increasingly better and tailored personalised experience to customers. As interaction with increasingly intertwined with everyday life, it yields more valuable data. Information about wants, needs and behaviour provides insights that lead to an even more personalised approach. This is a WIN - WIN for both the provider and the customer. The customer gets an offer that is relevant and the provider can drive the purchasing policy accordingly. Companies with a strong personal omnichannel strategy retain 9 out of 10 customers. 
    3. Consistency and less error prone
      Many companies currently operate a multi-tool operation. This means that different software is used independently for different processes. The risk of this is that the different tools often do not cooperate or synchronise properly. The result of this is that extra work is involved in transferring data and errors or delays occur. Think of double orders if, for example, the order on a mobile platform has not been transferred to the desktop tool. You can prevent this by setting up the digital tools in a comprehensive way.
    4. Changing buying process
      The path to a purchase has changed enormously through digitalisation. Because everything is available at any moment via a mobile phone, tablet or laptop, the purchasing process is a mobile journey that is increasingly interwoven into the daily routine. This means that it is not a straightforward process from A to B, but a complex process with multiple contact moments on different channels. It is therefore important to offer an optimal customer experience at each of these moments and locations. 

    Omnichannel is more than a buzzword and is increasingly becoming the norm; also for B2B! Although digitalisation in this industry is relatively slowThe needs of customers are changing rapidly. There are therefore many opportunities for companies that know how to respond to these changes.