B2B Omni-Channel Commerce Platform of the Future

B2B Omni-Channel
Commerce Platform
of the Future
eCommerce Forum
Milano, 21 Aprile 2015

Copyright © 2015 Accenture. All rights reserved. 2
$+
B2B undergoing deep transformation
B2B eCommerce sales will reach 6,7T$ by 2020 (27% of
total B2B)
Purchases made by humans  B2C techniques increasing
importance
Technology development impacts on organizations and
processes

Today’s Agenda
Outcomes from an Accenture Survey
A B2B Customer journey
Findings

4Copyright © 2015 Accenture. All rights reserved.
Accenture Interactive
Outcomes from an Accenture Survey

B2B on the field
Outcomes from Accenture Survey
(*) Source: a commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, March 2014
Required organizational and process change
How to leverage technology to serve B2B Buyers
Omni-Channel experiences in B2B
B2B Buyers’ expectations

B2B Buyers’ expectations for online Commerce mirror Consumer
preferences
Main drivers for online Commerce

B2B Buyers’ expect cross channel visibility and Omni-Channel fulfillment
Cross channel functionalities

What lead to B2B Buyer loyalty
Customer Loyalty

Customer satisfaction is the primary driver for Omni-Channel initiative
The importance of a rich Omni-Channel experience

Effective Search functionality is the top priority for Buyers and Sellers:
Technology priorities for B2B Buyers/Sellers

Usage of payment cards ranks on top for both Buyers and Sellers:
B2B purchasing options

Most of investments focused on Omni-Channel and eCommerce assets:
How to leverage technology
Leverage on technology to serve savvy B2B Buyers

Drill-down on key functionalities expected from eCommerce platforms
How to leverage technology
Leverage on technology to serve savvy B2B Buyers

Pricing optimization and personalized recommendations are on top of B2B
investment agenda
Organizational and Process Changes
Key technology innovations where invest on

Main barriers to the full implementation of Omni-Channel strategies
Organizational and Process Changes
Technology is enabled by organizational changes

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Accenture Interactive
Customer Journey B2B

B2B Customer journey
1
Frank arrives at his
customer’s site
2
Frank reviews
customer
information
3
Frank identifies
a sales opportunity
4
Frank builds a
tailored product
brochure
8
Customer receives
follow up
7
Loyalty program
is activated
6
Frank enables
client self-service
5
Frank reviews the
product with the
customer
9
Marketing officer
reviews results
Frank

01 Frank arrives at his Customer’s site
Customer Experience
Frank, a sales rep for B2BCo, sets out to
meet with his customer from IndustriCo (an
electrical subcontractor) at the job site for a
new hospital
As Frank pulls into the work site, his
B2BCo iPad app detects his location
and asks if he
is visiting IndustriCo’s site
Frank confirms his location, launching
the app and pulling up relevant data
and insights about his customer

02 Frank Reviews customer information
The iPad app provides IndustriCo’s profile
data and information on its procurement
departments buying history, with key
metrics that Frank can leverage to identify
customer engagement opportunities
Frank reviews IndustriCo’s customer
value scorecard and key sales and
margin KPI’s across product
categories
A predictive recommendation engine
suggests products appealing for
IndustriCo’s basing on prior buying
pattern
Frank reviews IndustriCo’s interaction
analysis for an integrated view of
customer touch points across all
channels
Customer Experience

03 Frank identifies a sales opportunity
Frank finds IndustriCo’s interaction
analysis interesting, and decides to explore
their web browsing history further
Frank is able to drill in on the products
and services that IndsutriCo has
recently searched for and/or reviewed
These recent web searches, coupled
with the earlier review of IndustriCo’s
sales history, helps Frank identify a
sales opportunity for harmonic
transformers
Customer Experience

04 Frank builds a tailored product brochure
Frank quickly tailors a brochure on his iPad
to showcase the single-phase transformers
that IndustriCo has been researching
The brochure microsite includes
product specs, product views and
product comparisons targeted for
IndustriCo as well as tailored pricing
information
Armed with a holistic view of his client
and a tailored digital brochure, Frank is
ready for his meeting
Customer Experience

05 Frank reviews the product with the Customer
After catching up on the most recent
construction progress Frank and Bill, a
category sourcing manager in IndustriCo’s
procurement organization, sit down to
review IndustriCo’s current product
portfolio
Frank suggests the purchase of single-
phase transformers and brings up the
microsite on his iPad to review with Bill
Bill likes the product specs and price
point for the 15 KVA transformers and
decides to order three of them on the
spot
Customer Experience

06 Frank enables client self-service
Frank educates Bill on B2BCo’s new
smartphone app, helping him to download
and set it up
The app allows Bill to scan the bar
code of any B2BCo product, bringing
up an order page for self-service
replenishment
In addition, he is able to review
shipment details and purchasing
history
Frank introduces Bill to a business
social community accessible via app,
where he could share ideas with other
B2BCo customers on topics of
common interest
Customer Experience

07 Loyalty program is activated
Along with gaining flexibility in his ability to
self-serve replenishment orders, Bill is also
able to join B2BCo’s loyalty program
The program provides Bill with
incentives to use the self-service
channel, including specialty pricing
and discounts
While providing Bill with a new and
engaging channel, the loyalty program
allows Frank to focus on higher value
transactions for IndustriCo
Customer Experience

08 Customer receives follow up
Wrapping up the meeting and heading to
his car, Frank closes out his customer visit
using the B2BCo iPad app
Bill is automatically sent an e-mail with
the details of his meeting with Frank,
including his single-phase transformer
transaction
At the bottom of the email, there is a
link inviting Bill to visit his personalized
page on B2BCo’s website where he
can review his transaction history and
set up his loyalty program benefits
Customer Experience

09 Marketing Officer reviews results
Back at B2BCo’s headquarters, Frank
participates in the regional sales team’s
quarterly meeting
$+
Frank is able to share the number of
high value activities he has completed
with IndustriCo in addition to the sale
of the transformers to Bill
Based on a review of the Marketing
Performance Dashboard, Rebecca,
B2BCo’s CMO, concurs that moving
clients to a self-service model
increases their overall value by 60%
Customer Experience

Summary
The B2B Omni-Channel Commerce Platform of the Future
Loyalty Driven by Omni-channel
A comprehensive omni-channel experience helps to build customer loyalty
Omni-channel Focus
High customer expectations drive B2B firms towards rich omni-channel
experiences
Technology Matters
Merchants must adapt their technology to buyer needs to maintain and
increase the market share
$+
Technology and Organization Alignment
Technology investments must be aligned with organizational and process
changes

B2B Omni-Channel Commerce Platform of the Future

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