Personalization in B2B e-commerce
We are already accustomed to personalized experiences in consumer webshops. This step is now being taken in the world of B2B as well. Business customers increasingly expect a webshop that adapts to their situation, preferences, and behavior. Organizations that respond to this see a significant increase in conversions. And when this personalization is extended to all touchpoints, we speak of a true omni-channel approach. From the ordering process to delivery, from service inquiries to invoicing: every interaction feels personal and consistent. The result? A stronger customer relationship and better online performance.
In this article, you will learn how personalization and omni-channel contribute to a better customer experience, and how SAP Commerce Cloud helps you successfully achieve this.
What does personalization mean in e-commerce?
Personalization is about creating online experiences that are relevant to a specific customer. This can be done, for example, by using past purchase behavior, browsing behavior, or location to tailor content, recommendations, or prices. In B2C, this has been the standard for years, but in B2B, personalization often lags behind. And that's a shame because business buyers now expect the same user-friendliness and relevance as in personal purchases.
The good news is that personalization in B2B is perfectly possible. The first step is to determine where your organization stands and how you can elevate your personalization to a higher level. Think of personalized pricing, product recommendations, industry-specific content, personal portals, and ultimately an integrated omni-channel experience.
Why omni-channel goes beyond multi-channel
Many organizations communicate through multiple channels. But if these channels are not aligned, the experience remains fragmented. A true omni-channel strategy ensures that marketing, sales, and service collaborate from a single customer view. As a result, every interaction feels familiar, regardless of the channel or moment.
That sounds good in theory, but what does it deliver in practice? Let's illustrate that with two scenarios.
Two experiences, one difference: omni-channel
Dirk is a facility worker and discovers that the security cameras at his workplace are outdated. He searches online for new models and finds a camera that fits perfectly. He requests approval from his manager and waits for a response.
In the first scenario, he receives approval a week later. At that moment, he is working from home and wants to order immediately. However, the webshop does not recognize him, his shopping cart is empty, and he cannot proceed to checkout without his business debit card. The next day, he tries again from the office, fills in everything again, and completes the order. To his frustration, he later sees an ad for 10% off the exact same camera. He feels misled and decides not to order from there anymore.
In the second scenario, while waiting for approval, Dirk receives relevant reminders via email and social media. Once his manager approves, Dirk receives an email with a direct link to the camera in his shopping cart. Within a few clicks, he completes the purchase. He feels assisted and recognized - without intrusive marketing.
The difference between both scenarios? The second webshop has smartly connected its channels. A small effort with a significant impact on customer satisfaction and conversion.
SAP Commerce Cloud: personalized and omni-channel
Do you want to elevate your online customer experience but don't know where to start? SAP Commerce Cloud helps you step by step on your way. With the solution, you can fully tailor your webshop to customer segments, industries, or even individual customers. You determine the pace at which you grow in personalization, for example, based on the five maturity levels we mentioned earlier.
Commerce Cloud seamlessly integrates with other SAP solutions such as Emarsys (for marketing automation), Sales, and Service Cloud. This sets the foundation for a consistent omni-channel experience.
An additional benefit is that Commerce Cloud ensures consistent, up-to-date product information across all channels. And that's crucial: without good product data, personalization is not effective. How to gain control over this, you can read in our article Take full control of product data.
Get more out of your e-commerce platform
Do you want to achieve better online results? Read more about SAP Commerce Cloud or request a demo. Would you prefer to consult directly with one of our customer experience specialists? Feel free to contact us - we are happy to brainstorm with you.
