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B2B E-Commerce - Neue Chancen für Industrieunternehmen

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Während im B2C-Bereich die Nutzung von Onlineshops
schon in fast jeder Produkt-Kategorie angekommen ist,
besteht im B2B-Bereich noch Nachholbedarf. Studien
belegen jedoch: Das Potenzial im B2B E-Commerce ist
groß. In diesem TechTalk erfahren Unternehmen aus
dem industriellen Mittelstand, durch konkrete Handlungsempfehlungen
und Impluse, wie der Einstieg gelingt oder bestehende Lösungen optimiert werden können.

Published in: Marketing
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B2B E-Commerce - Neue Chancen für Industrieunternehmen

  1. 1. Techtalk – 04.03.2015 B2B E-Commerce – neue Chancen für Industrieunternehmen
  2. 2. 2 Agenda 1. Status Quo im B2B E- Commerce 2. Herausforder- ungen & Chancen 3. Tipps für den Einstieg
  3. 3. 3 Agenda 1. Status Quo im B2B E-Commerce
  4. 4. 4 1. Die Digitalisierung ist nur bei der Hälfte aller mittelständischen Unternehmen mit einem Umsatz von bis zu 125 Millionen Euro Teil der Geschäftsstrategie.* 2. Hauptgründe & Bedenken: a. Sicherheit der Daten b. Abhängigkeit von der technischen Infrastruktur c. Transparenz & Margendruck Digitalisierung im deutschen Mittelstand *Marktforschungsinstitut GfK Enigma in Wiesbaden im Auftrag der DZ Bank
  5. 5. 5 Zahlen von 2012 zum B2B E-Commerce
  6. 6. 6 Amazon Supply ◇ Derzeit 2,2 Mio. wissenschaftliche, industrielle & gewerbliche Produkte ◇ Telefonische Bestellung möglich ◇ Kostenfreie 2-Tages-Lierferung über einen Bestellwert von $ 50,- ◇ Startet wahrscheinlich diesen Frühling in Europa
  7. 7. 7 Informationssuche in einem Vertriebskanal vor der Beschaffung in einem anderen Kanal Quelle: ECC Köln
  8. 8. 8 Agenda 2. Herausforderungen & Chancen
  9. 9. 9 Handlungsmöglichkeiten für B2B Unternehmen Kundenzufriedenheit: Kundenzufriedenheit erhöhen: durch die Bereitstellung von nahtlosen Kauferlebnissen und Services auf B2C-Niveau. 1. 2. 3. Umsatzsteigerung: Höhere Umsätze durch die Erschließung neuer Kundesegmente und Marktchancen erzielen. Kosten & Prozesse optimieren: Kosten durch die Optimierung des Geschäftsbetriebs senken Bessere Vertriebsprozesse: Vertrieb & Außendienst durch neue Abläufe stärken4.
  10. 10. 10 Was sich User von B2B-Shops erwarten: 75% Es ist schneller & einfacher 63% Es entlastet den Einkauf *Quelle: Statista.de 59% Bestellmöglichkeit rund um die Uhr 48% Größere Produktauswahl
  11. 11. 11 B2B Konsumenten übertragen ihr privates Einkaufsverhalten auf den geschäftlichen Bereich.
  12. 12. 12 B2B Shops sehen auch in 2015 häufig noch so aus:
  13. 13. 13 Schnellbestellung Bühnenfunktion Alternative- Einstiege Präsente Suche
  14. 14. 14 Preis- Kommunikation User generated Content Stationäre Verfügbarkeit
  15. 15. 15 After Search Navigation
  16. 16. 16 After Search Navigation Weitergabe an Händler
  17. 17. 17 Handlungsmöglichkeiten für B2B Unternehmen Kundenzufriedenheit: Kundenzufriedenheit erhöhen: durch die Bereitstellung von nahtlosen Kauferlebnissen auf B2C-Niveau. 1. 2. 3. Umsatzsteigerung: Höhere Umsätze durch die Erschließung neuer Kundesegmente und Marktchancen erzielen. Kosten & Prozesse optimieren: Kosten durch die Optimierung des Geschäftsbetriebs senken Bessere Vertriebsprozesse: Vertrieb & Außendienst durch neue Abläufe stärken4.
  18. 18. 18 Einkaufsprozess B2B - „Bedarfer“ (Vor-)Auswahl Bedarfsdefinition „Beschaffer“ Preisvergleich Entscheidung „Besteller“ Preisvergleich Einkauf
  19. 19. 19 Anforderungen an B2B Shops ◇ Verbindliche Aussage zu Verfügbarkeiten und Lieferzeiten (ggf. Echtzeitinformationen) ◇ die Abbildung individuell verhandelter Konditionen (Preise, Lieferzeiten, Rabatte etc.) ◇ Kunden individuelle Freigabeprozesse und Services bieten (z.B. Budgetzuweisungen, flexible Lieferadressen etc.) ◇ Schnittstellen zu externen Kunden-Systemen bieten ◇ Konfiguratoren
  20. 20. 20 Product Information Management (PIM)
  21. 21. 21 Herausforderungen der Internationalisierung ◇ SPrachversionen, Währungen, Maßangaben ◇ Rechtliche Situation in Bezug auf Haftung, Versand/ Retoure etc. ◇ Andere Markt- und Wettbewerbssituationen
  22. 22. 22 Shopsysteme im Vergleich
  23. 23. 23 Handlungsmöglichkeiten für B2B Unternehmen Kundenzufriedenheit: Kundenzufriedenheit erhöhen: durch die Bereitstellung von nahtlosen Kauferlebnissen auf B2C-Niveau. 1. 2. 3. Umsatzsteigerung: Höhere Umsätze durch die Erschließung neuer Kundesegmente und Marktchancen erzielen. Kosten & Prozesse optimieren: Kosten durch die Optimierung des Geschäftsbetriebs senken Bessere Vertriebsprozesse: Vertrieb & Außendienst durch neue Abläufe stärken4.
  24. 24. 24 Das Tor zu neuen Kunden & Märkten
  25. 25. 25 In 2015 gilt: Gutes SEO ist guter Content.
  26. 26. 26 Nicht gut: Produktdaten hinter dem Login verstecken
  27. 27. 27 Shops können Leads, konkreteAnfragen und direktenAbverkauf liefern. ◇ Stufe 1: Leads (war auf Website) ◇ Stufe 2: Anfragen (will Kontakt) ◇ Stufe 3: Sales (hat bestellt) Musterfirma GmbH
  28. 28. 28 Handlungsmöglichkeiten für B2B Unternehmen Kundenzufriedenheit: Kundenzufriedenheit erhöhen: durch die Bereitstellung von nahtlosen Kauferlebnissen auf B2C-Niveau. 1. 2. 3. Umsatzsteigerung: Höhere Umsätze durch die Erschließung neuer Kundesegmente und Marktchancen erzielen. Kosten & Prozesse optimieren: Kosten durch die Optimierung des Geschäftsbetriebs senken Bessere Vertriebsprozesse: Vertrieb & Außendienst durch neue Abläufe stärken4.
  29. 29. 29 Außendienst vs. E- Commerce
  30. 30. 30 Außendienst mit E- Commerce
  31. 31. 31 E-Commerce kann demAussendienst neue Leads bringen. Manfred Meyer Kunden-Service 0761/ 5500000 Email: meyer@msuter.de Live-Chat
  32. 32. 32 Tablet-Commerce – neue Werkzeuge für den Aussendienst. ◇ Wenn heute ein Außendienstler das Sortiment online auf einem Tablet- PC präsentieren kann, gleichzeitig Zugriff auf den Lagerbestand und die Kundenkonditionen hat, dann wird seine Rolle gestärkt. ◇ Wenn er dann auch noch in der Lage ist, vor Ort beim Kunden Angebote zu erstellen und Aufträge direkt zu erfassen, dann optimiert das die bewährten Prozesse.
  33. 33. 33 Interne Strukturen für E-Commerce
  34. 34. 34 E-Commerce ist Unternehmensstrategie und muss Vorstandsthema sein.
  35. 35. 35 Zusammenarbeit mit E-Commerce- Dienstleistern Interne Teams: Externe Teams: • Head of E-Commerce • Einkauf • Marketing (Leitung) • PR • Redaktion • Warenwirtschaft (ERP) • Logistik und Abwicklung • Produktkompetenz • Beratung • Konzeption • Design/ Fotografie • Programmierung/ Entwicklung • IT-Systeme • Online-Marketing • Betreuung
  36. 36. 36 Fazit ◇ User sollten auch in B2B-Shops im Vordergrund stehen ◇ B2B E-Commerce braucht gute Daten und ein gutes Daten- Management (PIM) ◇ Eine starke CRM-Integration ermöglicht neue Service-Konzepte. ◇ Die Vorteile des Online-Performance-Marketings stehen auch B2B- Unternehmen offen. ◇ Intelligente E-Commerce-Strategien bieten lukrative Chancen für den Außendienst.
  37. 37. sell digital Dipl. Kfm. Frederic Sell Salzstrasse 31 D-79098 Freiburg T +49 761 458 953 42 kontakt@sell-digital.de www.sell-digital.de Alle Angaben basieren auf dem derzeitigen Kenntnisstand. Änderungen vorbehalten. Dieses Dokument von sell digital ist ausschließlich für den Adressaten bzw. Auftraggeber bestimmt. Es bleibt bis zu seiner ausdrücklichen Übertragung von Nutzungsrechten Eigentum von sell digital. Jede Bearbeitung, Verwertung, Vervielfältigung und/oder gewerbsmäßige Verbreitung des Werkes ist nur mit Einverständnis von sell digital zulässig. All content is based on the current state of communication. Subject to change. This document of sell digital is only intended for the client. It belongs to sell digital until its explicit transfer of usage rights. Any adaptation, utilization, copy and/or professional spreading has to be approved by sell digital.. Vielen Dank!

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