Research firms such as Forrester Research and Gartner, Inc., project that U.S. companies will generate B2B eCommerce sales of $1 trillion by year end. That’s nearly four times the size of the B2C eCommerce market.
B2B eCommerce is growing and so are the demands of business buyers, requiring higher investments in technology to provide consumer-like experiences, coupled with robust functionality to meet the unique requirements of B2B. According to a recent study by Forrester Research, 67% of B2B eCommerce professionals plan to increase technology spend in 2014. Further, 64% of respondents cited their eCommerce platform as their top technology priority, followed by order management systems and mobile sites and apps.
There are a lot of eCommerce platforms available today and it can be a bit daunting to select a solution that aligns with your business objectives, requirements and budget. Zeon Solutions works with a number of eCommerce platform providers and consults with businesses to help them identify the best solution to meet their unique needs. In full disclosure, I lead the PHP practice at Zeon Solutions so I may be a little biased toward the Magento Enterprise platform as a strong contender for a B2B eCommerce solution.
It was back in 2011 when the need was great to develop a directory-enabled web application for internal users with a Single Sign On (SSO) facility. With SSO, an end user does not need to enter credentials specific to an application, instead their computer login / Active Directory domain login is the one used for application log-in. For corporate networks, SSO is available as a default wherever Active Directory integrated applications (e.g. Microsoft Exchange) are deployed.
This was a unique requirement for a web application, which was different from other internal applications already developed.
Offering Reward Points Brings Benefits to Online Merchants
Although business goals vary from company to company, there are some goals that all merchants today have for their online business:
Increased traffic from informed customers that understand benefits, compare offers, product quality, and services offered
Increased conversion, or ability to get people to make a purchase or take other actions that might lead to future sales
Increased customer satisfaction and loyalty that results in recommendations and repeat purchases
But, what can online merchants do to achieve these goals? There are a number of ways, but one effective and proven method is to offer a customer reward points program. A reward point program can provide powerful incentives to affect online behavior and build customer satisfaction and loyalty.
The 1:1 Marketing team of Don Peppers and Martha Rogers have written a new book with a forward by Geoffrey Moore. Great insights into the B2B ecosystem and the need to market better and to apply B2C concepts within the B2B marketing model.