E-commerce is still new ground in B2B and there is a lot to catch up on to reach the maturity of the B2C industry. However, there is no need to catch up in some areas. Because of the different legal situations, greater experience in logistics and customer contact, some of the problems cropping up at every B2C conference are simply not an issue in B2B. Three examples:
The price competition which is normal for every competing trader at Amazon, is also part of life for manufactures and the industry. Those who offer exclusive and complex products as well as the fitting logistics can relax for a bit. Everyone else has to watch Amazon’s supply catalogue grow and thrive, invariably ruining their prices.
Strangely, considering the B2B market is decidedly larger than the B2C market, there are comparatively few statistics for B2B e-commerce. Strictly speaking, B2B e-commerce accounts for over 95 percent of the entire e-commerce market volume and generates 870 billion euros turn over. This becomes less surprising, when one realises that B2B generate only one percent of this turnover online.
The Otto group clean up continues: as was announced in yesterday’s customer newsletter, 3suisses is closing operations in Germany after all. The distributers of French fashion have been going badly for a while now. Over the past year, the Otto group, which has had up to 51 percent of the company since 1981, made a take-over offer to stop the downward spiral.
The company take over bore fruit: e-commerce and service companies of the enterprise group have belonged to Otto since January 2014. They take part in the usual activities from the area of financial services, real estate, and B2B trade. It seems that nothing came of the recue plans, and 3SUISSES left the German market on the 30.06.2014.
Admittedly, it can be hard work coping with everyday life, while snapping the obligatory selfies along the way. Not for long- thanks to the selfie bot, constantly showing your best side has never been easier. The gently floating robot circles around you continueally and uploads photos directly to facebook.
Personalisation is the most effective promotional measure, and the most important investment topic in e-commerce. Nearly every online shop uses product recommendations, which take the interests of the user into account. True to the motto >>Recommendation is the New Search<< today’s shop visitors don’t want to look for a specific product, they want to be found by the right product.
Following the first mobile phone advertisement, we are happy to indulge in a bit of e-commerce nostalgia. The US telecommunications company AT & T conjured up this 1961 video from their archives, depicting life in a future digital world. Some ideas from the section about the future of shopping should seem familiar to us:
So the woman of tomorrow talks about fashion with a shop assistant via a telephone-integrated screen (the internet?). Curated Shopping sends its greetings.
The topic – same day delivery – is also to be seen: delivery takes place via rocket. Even back then it was clear that the people of the future would want to have their order delivered as quickly as possible.
Good service is expensive. Creating the conditions and company culture required to achieve true service orientation costs money, time and energy. This is why it is important to never lose sight of the ROI and develop a strategy which connects and partly automates services.
Beacons can exchange data with smartphones and other smart objects via energy saving Bluetooth in a radius of up to 30 metre. Nothing other than the hope of saving stationary trade is built on this fact.
Beacons are usable in diverse ways: as an alternative to mobile payment and NFC. Apart from that, customers can receive personalised offers on their smartphone and are lead to the product via in store tracking.