E-Commerce (General)

The e-commerce branch encompasses all digital business traffic and is a branch for the future. Big players, such as Amazon, eBay or Alibaba are leading the way: if you want to sell products in the internet successfully, you need more than just a pretty online shop.
Progress is not stopping for B2B companies either, quite the opposite: the digital transformation is increasingly putting pressure on B2B companies to address the topic of e-commerce and online sales. In this context, e-commerce is not limited purely to sales, but also includes the customer journey, which begins with the marketing of a product and continues after the completion of a transaction.

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Retail as a service: No sales, just experiences [5 Reading Tips]

Retail as a Service
Source: b8ta

People keep saying stationary retail is dead. But that’s not really the case. True to the motto »Transform or die!«, The role of branch locations is being redefined and promoted through innovative store concepts. Stationary businesses are no longer seen as just a sales instrument, but they are increasingly developing into service points.

The focus is therefore no longer solely on selling at any price, but to quench the thirst for information typical of the discovery phase and to arouse curiosity. For this, new branch concepts rely on a lot of technology and a small, frequently changing product range.

It is even desirable that customers come to the store, look at products there and try things out before they finally go back without having bought anything. The thought behind this? If the experience remains positive, the purchase will eventually be made through any channel.

All of this promises and enables a new concept, which is becoming more and more prevalent, especially in the United States: Retail as a service. What’s behind it, which success stories are paving the way, and why this approach for manufacturers and brands can be so attractive, will be clarified for you in this article.

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Platforms, platforms, and more platforms: Great user experiences aren’t exclusive to certain industries

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Platforms. Really? Yes really. A buzzword, especially in e-commerce, that really isn’t losing any importance. But… Everyone wants to build a platform. Brands, retailers, and manufacturers kept asking themselves: Platforms, yes or no? But now they’re asking themselves which platform they want to integrate with. The answer is pretty simple. Go where your customers are.

And where are your customers? They are where the widest range of products and service are available. They’re where they can choose from this offer. Whatever is the easiest, fastest, and best priced. They’re shopping where it’s an experience. After all, those are the added values that go into creating an outstanding user experience – the sacred customer experience. And through platforms, brands, retailers, and manufacturers are able to fulfil that customer promise.

What the platforms of this time promise and why they’re so successful, will be brought to you today.

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Amazon launches its own brand for B2B customers [5 reading tips]

amazon, b2b, eigenmarke
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Amazon wants to be more than the preferred middleman and is continuing to expand its dominance in online retail. A favourable position in the search results and the large amount of information about consumer behaviour, high-performance categories and products enable the tech giant to open up new opportunities on its own. So Amazon has recently added another private label to its portfolio.

According to TJI Research Amazon already has 141 brands of its own but the most famous is AmazonBasics. And now the online giant from Seattle is launching a new private label aimed at business customers: AmazonCommercial.

Has Amazon’s strategy changed with this step? What’s this new brand all about? Should retailers, manufacturers, and brands worry about this trend, or is this going to open up new opportunities? This is what our article is focusing on.

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Conversion optimisation: A checklist for more success [Part 4]

Conversion-Optimierung – Die Checkliste für mehr Erfolg im E-Commerce
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We’ve all been there. Hungry and shopping without a grocery list… NOT a good idea. You bought things that weren’t just expensive, but also that you don’t end up using or eating because they’re not as good as you expected. Oh and that toilet paper you really needed? Forgot it. So you could say lists are important. They can help you improve performance and conversion rates on your own site!

It doesn’t always require a big relaunch to make an impact. To know which parameters are important at all times, a checklist is helpful. And voilà. In the last part of our series, we focused on conversion rates and performance optimisation.

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The moon landing and digitisation: What the 50th anniversary means for digital business [5 reading tips]

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A few days ago we all looked into the sky. There was a partial lunar eclipse on 16 June, then a strawberry moon in July. The moon landing was just 50 years ago! That’s one small step for a man, one giant leap… Well you know the rest.

Since then, the internet has been bubbling with moon content. We’re taking this as an opportunity to use the reading tips today to make content recs and, just this once, to refer to videos and podcasts. We also want to draw connections between space travel and digitisation.

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B2B marketing: A little personality, please!

B2B-Marketing, Emotionalität
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What’s easy to do in B2C is hard to do in business-to-business. Excite users, create loyalty, and have them as returning shoppers. But why is that so tough? Quite simply, it’s because you can assume that people have a wall up when they come through the office entrance.

With a view to creative marketing strategies and close customer relationships, this attitude is completely counterproductive. After all, even in B2B, decisions are made by people who don’t want to forget their gut feeling from 8 am to 5 pm, but want to be inspired by a similarly good experience as with private online shopping. B2C strategies and measures can also work with business customers.

A perennial favourite among optimisation suggestions: personalisation. Haven’t tried it? You’re gonna. In the digital business, what employees have to do with personal consulting services in local commerce has to be tackled differently.

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B2B influencer marketing: How manufacturers inspire retailers and service providers [5 reading tips]

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Influencers aren’t always pets. Or models. Even disheveled craftsmen in guild clothing or corporate bosses with critical opinions can have a great effect as brand ambassadors as long as their appearance on Facebook, Instagram or Youtube is embedded in a clever B2B marketing strategy.

B2B (business-to-business) is a huge area because it’s about nothing less than that manufacturers aren’t selling a product directly to an end customer, but first to a retailer or service provider who then processes it or markets it. How can successful B2B Influencer Marketing look?

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B2B e-commerce: Growth requires the right mindset [5 reading tips]

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How has B2B digitally matured? Are the days when digitising a business was understood as an online copy of the physical business or product catalogue now behind the industry? After all, to be successful in online reatil over the long term and to stand out from the competition requires far more than just a good shop system.

The growth potential for the B2B sector is undoubtedly enormous, but the same is true for its challenges. This is also confirmed by current studies »B2B E-Commerce Sector Report« by IFH Köln and »B2B E-Commerce Economic Index« by ECC Köln and Intellishop. The results paint a complicated picture.

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Digital Transformation: Challenges for Marketing, Sales, and IT [Updated White Paper]

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15 terabytes of mobile video traffic is generated and US$20,928 is sent over PayPal worldwide in 10 seconds. Our lives are rapidly being digitised.

Cutting-edge technology (like smart thermostats, virtual assistants, and personalised services) are available to consumers. This results in new and increasing customer expectations that companies must meet in the context of digital transformation.
The processes and roles in digital commerce should change to respond to these new circumstances. Not only is a new mentality needed, but new positions and methods as well. They need a great ability to change as well as agility and team spirit to achieve business success in the digital era.

In our updated white paper »Digital Transformation Challenges for Marketing, Sales, and IT« we provide a comprehensive and pragmatic overview of the current state of digitisation. Then we show which success factors of digital transformation companies should use to win the digital race.

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Configurable products and services as a competitive advantage in digital business [5 Reading Tips]

personalisierung, customer experience, best practice
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Over the past few years, companies have steadily subjected themselves to digitalisation. Internal processes have been automated, collaboration tools have optimised workflows, and sales channels have been expanded by online shops and mobile apps. SEO, SEA, and social media have strengthened the brand image.

Digitalisation has become something common, even standard, among many businesses. This also implies that being digital is no distinguishing feature any more. Inevitably, the question is: What comes next? Accenture CTIO Paul Daugherty refers to this scenario as the »post-digital world«:

» A post-digital world doesn’t mean that digital is over. On the contrary, we’re posing a new question: as all organizations develop their digital competency, what will set YOU apart? «

Customisation through configurators, but also by means of cutting-edge technology like AI, AR, or 3-D printing is gathering pace.

Which companies manage to personalise their products and services, and which approaches are promising in this context?

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