Kungani Abathengi Bengaphansi Kwe-B2B E-Commerce Personalization (Nendlela Yokukulungisa)

Abathengi Bangaphansi Kwe-B2B E-Commerce Personalization

Okuhlangenwe nakho kwekhasimende kudala, futhi kusalokhu kuyinto ehamba phambili B2B amabhizinisi ohambweni lwawo olubheke kuguquko lwedijithali. Njengengxenye yalolu shintsho oluya kudijithali, izinhlangano ze-B2B zibhekene nenselelo eyinkimbinkimbi: isidingo sokuqinisekisa kokubili ukungaguquguquki futhi ikhwalithi kuyo yonke imizwa yokuthenga okuku-inthanethi nokungaxhunyiwe ku-inthanethi. Nokho, naphezu kwemizamo emihle kakhulu yezinhlangano kanye nokutshalwa kwezimali okukhulu kwedijithali ne-e-commerce, abathengi ngokwabo bahlala bengaphansi kokuhlabeka umxhwele ngohambo lwabo lokuthenga ku-inthanethi.

Ngokwedatha yakamuva evela ku-Sapio Research ngokuthenga kwe-B2B, cishe u-20% wabathengi be-B2B namuhla banomuzwa wokuthi ukuzizwisa kwamakhasimende aba nakho ku-inthanethi kungaphansi kwalabo abanakho ungaxhunyiwe ku-inthanethi.

Umbiko Womthengi we-B2022B wango-2, Amandla Okuthenga Ubudlelwano Ezweni Elithuthukayo Le-B2B Ku-inthanethi

Umbiko, ogunyazwe ngu Sana Commerce, ihlola isimo se-B2B yokuhlangenwe nakho komthengi ngokusebenzisa ilensi yomthombo onolwazi kakhulu nothembekile: abathengi ngokwabo. Phakathi kokutholwe okubaluleke kakhulu? Umthengi oyedwa kwabangu-1 uzizwa eqiniseka ukuthi izinhlangano njalo banikeze ulwazi olunembile eziteshini eziku-inthanethi nezingaxhunyiwe ku-inthanethi zabahlinzeki babo. Futhi uma lawo maphuzu wedatha ekhuluma nanoma yini, ukuthi isikhala se-B2B sinendawo enkulu yokukhula emehlweni amakhasimende aso.

Ngakho-ke, libukeka kanjani iqiniso lokuthenga kwe-B2B ngokombono wabathengi?

Abathengi be-B2B namuhla benza ukuthenga okubalulekile kwebhizinisi okungaphezu kuka-428 nsuku zonke, bachitha isilinganiso samaRandi ayizigidi ezi-3 ngonyaka ku-inthanethi. Iningi labo liphendukela kusizindalwazi se-e-commerce somphakeli njengomzila ozikhethela wona lapho ufaka la ma-oda. Ngeshwa, nokho, oyedwa kwabahlanu kulaba bathengi ubhekana namaphutha e-oda zikhathi zonke bayathenga (icaphuna idatha engalungile, njengempahla engalungile, umkhiqizo, ukuthumela, nolwazi lwentengo), njengesithiyo esiyinhloko. Cishe u-94% ubika izinkinga zokuhlangenwe nakho kwamakhasimende kohlobo oluthile kunqubo yokuthenga ye-B2B. Mhlawumbe okuphawuleka kakhulu, abathengi babike igebe elikhulu phakathi kokulindelwe kanye neqiniso uma kuziwa emandleni okwenza kube ngokwakho ku-inthanethi ku-B2B.

Ngalolu hlobo lwesipiliyoni esigcwele ukungqubuzana ku-inthanethi esihlupha amakhasimende e-B2B, umbuzo osobala osukhona uba: izinhlangano zingakulwa kanjani nalokhu kukhungatheka ngasohlangothini lomthengi? Futhi, okubalulekile, yiziphi izindleko hhayi ukwenza njalo?

Ngesikhathi sobhubhane lomhlaba wonke, ukungasebenzi kungalahlekisela izinkampani ibhizinisi labo. Ubhekene nokuchuma noma ukusinda, Pepco yasebenzisa i-ERP ehlanganisiwe ye-Sana Commerce kanye nesixazululo se-e-commerce, ukuze kwethulwe isu elisha lokuya emakethe ngo-2020. Ukuhlanganisa i-e-commerce ne-ERP kuqinisekise inqubo ehlelekile kanye nolwazi olungenazihibe lomthengi we-B2B.

Indlela ehlanganisiwe ye-ERP ye-Sana yaba wusizo olukhulu ekusizeni i-Pepco pivot kusukela ekubeni umsabalalisi wamafutha, izinto ezisetshenziswa ezimbonini kanye ne-HVAC kumkhiqizi obalulekile nomsabalalisi wemikhiqizo edingeka kakhulu, njengesicoci sezandla ngesitolo se-inthanethi.

Abathengi be-B2B namuhla bayazi ukuthi bafunani. Bayakwazi abakulindele. Futhi bazimisele ukushiya ngisho nabaphakeli babo abaphezulu uma bengakutholi.

Inani eliphakeme kakhulu lama-62% wabathengi be-B2B banomuzwa wokuthi lokho abakulindele kumawebhusayithi abahlinzeki kuncane kakhulu, kuncane kakhulu, noma akuhlangani nhlobo. Ngokumangazayo, ngenxa yalokho, amabhizinisi angu-4 kwangu-10 e-B2B okwamanje abhekene nokumelana nesiteshi sawo se-inthanethi esivela kumakhasimende. Kodwa lapho ebuzwa ngezici, ukusebenza, nezinzuzo zabathengi do bafuna ukubona kokuhlangenwe nakho kwabo kwe-e-commerce ye-B2B, babecacile ngalokho abafuna ukukushintsha, nokuthi abahlinzeki bangakuthuthukisa kanjani ukunikezwa kwabo ku-inthanethi.

Ingxenye yabathengi be-B2B abahloliwe bayavuma ukuthi ukunikezwa okufana nekhwalithi yomkhiqizo engcono, ukwethembeka okuthuthukisiwe nokwethenjwa okwengeziwe esithunzini sabahlinzeki, imigomo yokuncintisana yamanani neyokulethwa, kanye nesevisi yamakhasimende yekhwalithi ephezulu kungaba yizinto eziphezulu ezibaholela ekuthengeni (futhi bathenge kabusha) kubahlinzeki abaphezulu. Phakathi kwabathengi be-B2B ababhekene nezinselelo zokwenza kube ngokwakho ikakhulukazi, kunohlu olude lwezinto ezingaqinisekisa izinga labathengi abazenzela wena. empeleni bafuna.

Ngokungeziwe ekuzulazuleni okwenziwe lula nokuphuma ngokushesha, abathengi be-B2B bafuna ukubona ukutholakala komkhiqizo wezinto they ukuthenga njalo. Bafuna ukwazi ukubona nokuthenga ngokusekelwe zabo amanani entengo aqondene nekhasimende, imigomo yokubuyisela kanye nokulethwa, futhi u-28% ufuna ngisho nokukwazi ukuxhumana ne-chatbot ewazi umlando wabo woku-oda. Kuyacaca-ke ukuthi abathengi be-B2B abakhungathekile nje. Bafuna okungcono futhi bafuna okwengeziwe. Ngenhlanhla, inkundla ye-ERP ehlanganisiwe ye-Sana Commerce, I-Sana Commerce Cloud, iklanyelwe ukwenza lula inkimbinkimbi yokuthengwa kwe-B2B: ukusebenzisa idatha ye-ERP yezinhlangano ze-B2B (njengedatha yekhasimende, ulwazi lomkhiqizo, nokucaciswa kwentengo) ukuze kunikwe amandla kokubili izici- nolwazi olucebile lwamakhasimende olusebenziseka kalula, olulula, futhi okuthembekile. 

Njengoba singena ku-2022, izinhlangano zivele zethule isixazululo se-e-commerce se-B2B futhi zilinde ama-oda ukuthi angene, ngaphandle kokugxila okugxilile kulwazi lwamakhasimende, zizofunda ngokushesha ukuthi azenzi okwanele. Okuhlangenwe nakho okubi okuhlala ku-inthanethi kuzoqhubeka nokuxosha abathengi esikhundleni sokuvumela isiteshi se-e-commerce ukuthi sisebenze njengomthombo wemali owengeziwe wamabhizinisi e-B2B ─ esongela ukwenza ukutshalwa kwezimali okukhulu kwe-e-commerce kube incithakalo ezinhlanganweni ezingakwazi ukuthola amakhasimende azo aku-inthanethi. isipiliyoni esifike ezingeni, futhi maduze.