Effective Keys for Business-to-Business Ecommerce

Business-to-business ecommerce describes Internet-enabled transactions between businesses, such as a manufacturer and a wholesaler, a wholesaler and a retailers, or a wholesaler and a business user. The B-to-B ecommerce market was expected to exceed $550 billion in the U.S. last year, offering great opportunities for distributors and manufacturers to streamline sales, boost profits, and engage with new customers.

Since the late 1990s, businesses have been using the Electronic Data Interchange (EDI) system to transfer purchase orders and similar structured information electronically, representing, if you will, a form of B-to-B ecommerce.

Separately, some B-to-B sellers have created websites on which business customers can make purchases as if they were shopping on a business-to-consumer site. This category of B-to-B ecommerce may enjoy the most growth and offer the most opportunity.

 

Important points to consider of running a B-to-B ecommerce site.

 

B-to-B Customers Are also B-to-C Customers

B-to-B sites often trail consumer sites in technology, function, capabilities, and design. Typically not good enough.

As an example, the U.S. B-to-B site for a major multinational manufacturer, which includes information for dealers in the U.S., can only be viewed on Internet Explorer, and won’t work in any other browser, including Firefox, Chrome, Opera, or Safari. And don’t even think about visiting this site on a mobile device. It just won’t work.

This is a ridiculous business decision. It forgets a fundamental fact about B-to-B ecommerce customers. They are also B-to-C ecommerce customers.

It is extremely likely that the professional shopper on an ecommerce-enabled B-to-B website has had at least some experience shopping on consumer ecommerce sites, which all have compelling product photography, good navigation, good search capabilities, and good content.

A B-to-B ecommerce site must provide the same visual and functional experience as the best B-to-C ecommerce sites.

Personalization Is Vital

B-to-B shoppers may require a greater level of personalization than B-to-C customers, since businesses may have contract prices, special payment terms, or negotiated shipping rates.

Business relationships may be very deep and complicated. It is not unusual for B-to-B ecommerce sites to require registration before showing prices or shipping rates or offering a quote. This login requirement allows the B-to-B ecommerce site to personalize almost every aspect of the transaction.

A good B-to-B ecommerce site may take a little longer to launch since the system for handling relatively complex business relationships can take some time. But once it is in place, this personalization will mean that the relationship could be longer lasting.

Sales people Are the Primary Marketing Vehicle

While it is both possible and likely that B-to-B ecommerce sites will be able to acquire new customers simply by making products easy to order online, salespeople who contact customers are probably the B-to-B ecommerce seller’s primary and best marketing channel.

Salespeople can attract new customers or deepen relationships with existing shoppers. Sometimes, it can be enough to follow up after a B-to-B sale with a call to make certain that the transaction went as expected.

Shopping Is Part of Your Customer’s Profession

One of the most significant differences between B-to-B and B-to-C ecommerce is that shopping is part of the B-to-B ecommerce customer’s daytime job.

This means that the stakes can be higher for the B-to-B seller. If the shopper has a good experience, that shopper is likely to return and reorder repeatedly – even suggesting the seller to co-workers or other divisions. But if something goes wrong, particularly something that would cause the shopper to miss deadlines at work or appear in some way to have done a poor job, that shopper will likely blame the B-to-B seller. Depending on the unhappy shopper’s influence, the B-to-B seller might lose the entire account, including many individual buyers or divisions.

This means that order handling and transactional communications must be top notch. Some B-to-B ecommerce sellers will call customers to confirm orders or shipments when the customer has ordered a large quantity, very expensive items, or requested express shipping, since these orders may represent important transactions to the customer.

What Ecommerce Can Do for your B-to-B Business

If you sell to other businesses, ecommerce should have three potential benefits for your business.

First, it may help new customers find you. Having an easy-to-find and use ecommerce site means that new customers – customers with a need – will be able to locate your business regardless of geography or prior relationships.

Second, B-to-B ecommerce may streamline sales for existing customers. Some of your current customers will appreciate the ability to order online, 24 hours a day 7 days a week. The process may also be faster than sending emails or, even worse, faxed orders.

Finally, B-to-B ecommerce may improve margins and boost profits. It may be possible to provide customers with a better ordering experience and better customer service using ecommerce while spending less on labor and order processing. Any cost savings that B-to-B ecommerce brings may drop straight to your business’s bottom line.

Posted in Credit card Processing, e-commerce & m-commerce, Electronic Payments, Internet Payment Gateway, Mobile Payments, Mobile Point of Sale, Small Business Improvement Tagged with: account, b-to-b, b-to-c, better ordering experience, boost profits, business-to-business, business-to-consumer, business's bottom line, communication, consumer, cost savings, customer service, e-commerce, ecommerce, ecommerce sites, electronic data interchange, faxed orders, growth, improve margins, new customers, online, order handling, order processing, personalization, profits, purchase orders, salespeople, seller, sending emails, shopper, special payment terms, transaction, wholesaler

Ways to Keep Customers Coming Back

As a startup, gaining new customers is only half the battle. Earning those customers’ trust and getting them to come back to your company can sometimes be even trickier than convincing them to try your product or service in the first place. With an ever-increasing number of competing businesses and savvy consumers, lack of product variety and poor marketing strategies can make it tough for a small business to stand out from the crowd.

Employing these strategies in your small business are ways to keep your customers coming back.

Don’t bombard existing customers. One of the biggest mistakes companies make is trying to communicate with their existing customers too frequently. People are not constantly looking for information from the places they shop. Finding the right balance of frequency and communication style is key to an effective marketing strategy. Pushing information at your customers too often can become annoying, and end up driving them away.

Pay attention to what’s selling and what isn’t. Retaining customers is all about providing continued value to your buyers. Survey customers frequently to find out which of your products they like and don’t like, and what they’d like to see from your business. With that information, you can eliminate products or services that aren’t selling, to make room for ones that will.

Really know who your customers are. Sales records tell companies what their customers purchased and how much those customers spent. In order to earn repeat business, however, you have to dig deeper into the data about who your customers are, and market to them based on that information. Knowing your customers’ ages, locations and exactly how your product affects their lives can help make your marketing tactics more targeted. This, hopefully, will provide a better experience for your customers.

Posted in Best Practices for Merchants, Small Business Improvement Tagged with: communication, continued value, customers, customers coming back, marketing strategies, marketing tactics, repeat business, retaining customers, savvy customers, small business, startup, targeted

Host-based Card Emulation

Android 4.4 introduces an additional method of card emulation that does not involve a secure element, called host-based card emulation. This allows any Android application to emulate a card and talk directly to the NFC reader. This document describes how host-based card emulation (HCE) works on Android and how you can develop an app that emulates an NFC card using this technique.

Many Android-powered devices that offer NFC functionality already support NFC card emulation. In most cases, the card is emulated by a separate chip in the device, called a secure element. Many SIM cards provided by wireless carriers also contain a secure element.

Card Emulation with a Secure Element

The secure element itself performs the communication with the NFC terminal, and no Android application is involved in the transaction at all. After the transaction is complete, an Android application can query the secure element directly for the transaction status and notify the user.

When NFC card emulation is provided using a secure element, the card to be emulated is provisioned into the secure element on the device through an Android application. Then, when the user holds the device over an NFC terminal, the NFC controller in the device routes all data from the reader directly to the secure element.

Host-based Card Emulation

The NFC standards offer support for many different protocols, and there are different types of cards that can be emulated. When an NFC card is emulated using host-based card emulation, the data is routed to the host CPU on which Android applications are running directly, instead of routing the NFC protocol frames to a secure element.

Android 4.4 supports several protocols that are common in the market today. Many existing contactless cards are already based on these protocols, such as contactless payment cards. These protocols are also supported by many NFC readers in the market today, including Android NFC devices functioning as readers themselves. This allows you to build and deploy an end-to-end NFC solution around HCE using only Android-powered devices.

Posted in Electronic Payments, Mobile Payments, Near Field Communication, Smartphone Tagged with: 4.4, Android, app, card, cards, communication, contactless, controller, cpu, data, emulation, HCE, host, nfc, notify, payments, protocols, query, reader, routes, secure element, sim, status, terminal