Investing in eCommerce

Investing in eCommerce

In this conversation with tED Magazine, we discuss investing in the DigitalBranch. How to approach it strategically and for maximum impact.

An excerpt:

We help companies pick technology. Notice that ‘Pick Technology’ was number three, not number one. Most distributors pick technology and then build a strategy based on that technology. We’re saying build a strategy, design and then pick technology that maps into that strategy. I mean, it’s pretty logical.

See the other videos with tED Magazine:
Amazon Behind the Scenes: Product Data
Amazon Threat Level: Today and Tomorrow
Thinking Strategically About eCommerce Spend
Google Isn’t Going Away. Why this is an Opportunity for Distributors.
What B2B Customers Want
Finding Great Resources

Full transcript:

Distributors know their customers and they know their products better than anyone else.  That’s why customers come to you over and over again – you know your products and you know how they best fit with customers. We think that you have a fantastic opportunity, you just have to be able to start.

At B2X, we lay it out in a couple different ways. The first is: We think you should have a strategy – you want to invest in your digital branch like you do your physical branch. I’m not talking about a nine-month strategy, I’m talking about a plan of attack of objectives and a roadmap of how you get there. We help companies build that roadmap and strategy.

We help them design their new digital branch – not from a technology standpoint, but ‘What are customers going to experience?’ When a customer comes to your digital branch, your new site, what are they going to see – and how are they going to see it?

We help companies pick technology. Notice that ‘Pick Technology’ was number three, not number one. Most distributors pick technology and then build a strategy based on that technology. We’re saying build a strategy, design and then pick technology that maps into that strategy. I mean, it’s pretty logical.

Then we help companies launch and execute on their digital branch. Those are the steps we suggest to distributors to walk through – whether on their own or with help – to build a strategy, design your site, select the technology to meet both of those, and then execute and do a launch plan to get customers to adopt your site.