4. Build the Strategy Step By Step, Continuously Expanding
Personalization means that every customer receives the right message, always and everywhere, at scale, omnichannel,and on-demand. To achieve this ideal scenario, expansion to all channels is ultimately necessary. Emails, the eCommerce environment, paper folders, and what you offer in the offline store. In short, the entire customer journey: everything should optimally align with what this specific customer needs at that moment.
The transition to a data-driven eCommerce is a step-by-step process, for example with the help of an AI decisioning engine. Such a tool is easy to click on top of existing systems and runs on more and more channels. The next step after a mailing could be optimizing your webshop, where you help customers find their products even more easily and quickly. And the good thing is: that there is a lot to gain with AI for B2B, partly because customers often return (very) regularly to a webshop. You can help customers find products faster, inspire them with new products, point out relevant products, proactively suggest the best seasonal products, and so on. It is a continuous process of understanding the customer and responding to their needs and expectations, preferably proactively. And an AI decisioning engine is the perfect tool to help you achieve that. Let’s strive for truly data-driven eCommerce that puts the customer first, always and everywhere!
Not starting is not an option, because digitalization in B2B is happening as we speak. To successfully capitalize on this, you need to take action today! Starting right away with a simple, small business case is the way to go.
Try out what works with a small number of customers, fine-tune, and try again. You will discover the effect of personalization through experience. This way, you can lead your organization, step-by-step, from a traditional wholesaler to a successful, customer-centric, and data-driven eCommerce business.