When it comes to what online B2B consumers are looking for, 45% said they’d like the ability to set custom pricing, according to a recent study from Oracle as reported on InternetRetailer.com. Likewise, another 45% also mentioned that advanced website search and navigation was also important, as well as account management for 43% of respondents.
The survey comprised of 50 e-commerce consumers that are in the B2B industry and also answered questions on their main challenges and areas of focus. 71% of participants were located in North America.
Top challenges as a B2B e-commerce consumer included:
- Pricing complexity: 60%
- Website complexity: 52%
- Back-end complexity: about 40%
Judging from this study B2B consumers are looking for an easy-to-use website experience from their business vendors that works on multiple fronts: the back-end, search and navigation of the website, and better pricing tools that allow for custom order options.
In addition, this year respondents are looking to focus on customer loyalty and retention, multi-channel experiences, increased promotions, and growing market share. This leans toward increased efforts on marketing, customer service, and implementing content promotion on different platforms, such as video, email, and blogging.
When it comes to e-commerce on their end, 57% of participants said they were implementing mobile commerce and 49% have started (or want to start) social commerce programs.
Finally, almost half said that customer loyalty and retention are one of their top priorities, which is an increase of almost 10% compared to 2013. This focus goes hand in hand with implementing well-thought out marketing campaigns and strategies, including targeted content and media outreach.