B2B Search & Merchandising
Just because B2B companies are targeting other businesses doesn’t mean that their B2B eCommerce search should be any less powerful then their B2C compadres.
As the B2B product searching process is much more complex than the B2C search, be sure to follow the different B2B methodologies and strategies, such as:
SKU indexing, customers groups, price lists, and real-time sync.
SKU Search – The Challenge
For many B2B businesses, sophisticated search by SKU is a must have as they need to manage and deliver a great customer experience.
The challenge is that SKUs have many forms, with special characters, hyphens, dashes, letters, and numbers where customers are prone to make typos.
Show customers exactly what they need with Customer Groups
Segment your customer groups by prices and even by products.
Customer groups can include high volume wholesalers, logged-in users, geo-based groups, etc. Each of these groups has a unique customer experience.
When it comes to search, you must present the correct prices and products to the relevant customer group. That means different results for different customers groups, not only within the product view but also in the drop-down and search results page.
Search & Merchandising for B2B
In B2B online stores, customers express what they want to buy through SKUs and Product Finders; While merchants define what they want to sell to each customer group.
Search & Merchandising can improve your conversion significantly as they match what merchants want to sell with what customers want to buy.
Real Time Synchronization
The main agenda of business-to-business is that the data should be properly synchronized. Real-time sync is a must for any B2B e-commerce store, along with other sync features such as custom attribute sync.
Product and Inventory synchronization will minimize backorders, improve customer’s shopping experience and make it easy to sell on multiple channels, build trust with your customers, and help in managing your inventory.