Video Series Part 2: Combining B2B and B2C
The next video in our thought leadership series takes a look at the benefits of combining your B2B and B2C businesses into one fully functional site. A site that can handle both types of transactions will yield much greater value than one with a single capability. This will not only save you time and money but will alleviate many operational downsides of operating two complex sites simultaneously. Trellis CEO Isaiah Bollinger has been passionate about this topic for quite some time. B2B has the most potential to be seized and he gives some great tips on how to do so. Most brands have solely focused on B2C, but it is not too late to shift your attention and optimize the B2B side of your business as well. Amazon is the leader in eCommerce and made this transition years ago. Here are a few reasons to follow in their footsteps and integrate the two sides of your business into one cohesive operation.
Obtaining web traffic and maintaining it over time is extremely diffuclt in its own right. However, doing so for multiple website domains under the same brand umbrella increases the difficulty even further. Combining your domains into a single site makes it easier to market the site and gain visitors. It also allows your customers and clients to find your website quicker and easier since they do not have to fret about finding a subdomain or variation of your main site. Creating a “one-stop-shop” for all types of customers will prove extremely beneficial in the long run.
There is a misconception that B2B transactions are different and more complex than B2C transactions. In reality, B2B customers covet the B2C experience. The buying processes are not all that much different. So, if you have a functioning B2C site already, it is in your best interest to simply add a layer for those B2B users rather than develop an entire site for B2B. This strategy leaves you with a single infrastructure to manage which provides services for both customer and transaction types. This “two birds with one stone” mentality allows for better resource allocation and optimization.
Streamlined Customer Data
eCommerce brands are still able to design different shopping experiences for different customer types through a single website domain. This allows for customized shopping processes to best fit the profile types while forcing all customers and data associated with their purchases to be funneled through a single point. Customer data compiles in one place for all different profiles, transactions, and user types. Data is critical for understanding buying patterns and optimizing growth strategies over time. Analyzing your data through a single viewpoint is valuable for you will be able to better understand your customers and data.
Single Technical Infrastructure
From an engineering standpoint, there is much less to worry about when operating a single website and single infrastructure. Your design and engineering teams will be grateful for only having to maintain one website that handles both B2B and B2C versus multiple websites for each. Consolidating your efforts will maximize your dollars and yield the best results for your business.