07 Sep Insights from interviews with contractors, electricians, plumbers, and institutional buyers
We have had the opportunity to interview and survey over 1500 of YOUR CUSTOMERS! By your customers, we mean contractors, electricians, plumbers, municipalities, engineers and institutional buyers. This is incredible data and every bit of it applies to every distributor building their own DigitalBranch.
68% of those surveyed say they are buying online today. Not just office supplies, but real industrial, electrical, plumbing, HVAC supplies. Supplies for their every day jobs.
68% of those surveyed say they are buying online today. Not just office supplies, but real industrial, electrical, plumbing, HVAC supplies. Supplies for their every day jobs. So, the question for you is – are they buying from you? And if they are not buying from you – why not?
If My Distributors’ Site Was Better, I Would Use It
Most distributor sites just aren’t that good. Your customers say if it was better, they would use it.
What is the top area that your customers wants to see improved? SEARCH, SEARCH and SEARCH. I am only kind of kidding. Your search box is the most important real estate on your website. It is time to focus on it. And measure it.
Search and product content consistently are the top two areas of improvement. Better contentd doesn’t always mean better search. But good content enables great search.
How Aware Are You of Your Distributors Product Offerings?
Why does this question matter? Because if your customers don’t know that you sell a product that they are actually in the process of buying, what are they going to do? Go to Google. Or another competitors site, but most go to Google. So Google and SEO are important even for the distributor who’s main objective is adoption.
How Often Would You Use Your Distributors Site For Self-Service?
Go read this article first. Your customers want and need more transparency into your ERP and Supply Chain. They want to have self-service 24/7. After hours, when you aren’t open. Sometimes they just want to look up their own information without having to call your customer service line. Your MY ACCOUNT is incredibly important. Order history, invoice history, charts, analytics – whatever you can do to help them do their job easier.
More data coming later, but my key takeaways for you are this:
- Create a better site, and your customers will use it. Simple concept, difficult execution.
- That means focus on the search box and product data first
- Don’t ignore SEO and Google – even for adoption
- Use eCommerce to provide your customers with tools for Self-Service (ie My Account)