{"id":25582,"date":"2021-04-01T13:12:05","date_gmt":"2021-04-01T11:12:05","guid":{"rendered":"https:\/\/www.deptagency.com\/?post_type=article&p=25582"},"modified":"2023-07-20T09:55:40","modified_gmt":"2023-07-20T07:55:40","slug":"fast-forward-b2b-how-to-accelerate-your-digital-commerce-business","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/fast-forward-b2b-how-to-accelerate-your-digital-commerce-business\/","title":{"rendered":"Fast forward B2B: how to accelerate your digital commerce business"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tFast forward B2B: how to accelerate your digital commerce business\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tLasse Rasmussen\t\t
\n\t\tManaging Director Digital Marketing\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t1 April 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tThe process of building an e-commerce platform can seem like new ground to many B2B CEOs. Understanding the array of software options on the market, learning new phrases like \u2018headless commerce\u2019, being able to distinguish between a CMS and a DXP. These surface-level barriers can scare some away, but by digging a little deeper, every company head will find themselves in familiar territory.\t<\/h2>\n\n\n\t\tA successful B2B commerce platform is built on an in-depth understanding of the customer. Awareness of customer needs. Knowing what causes friction in the purchasing process and how to work around it. The leadership team are experts in their industry and know what makes their customer base tick. By stripping away the excessive acronyms and complicated definitions, B2B commerce comes down to knowing what customers need.\t<\/p>\n\n\n\t\tAt its very core, digital transformation is about making your company\u2019s assets go further. Can the innovative thinking of the leadership team be implemented quicker? Can insights gathered from customer data be applied to other areas of the business? Can consumers be given an easier path to purchase? Digital transformation magnifies strengths by focusing on scalable improvements.\t<\/p>\n\n\n\t\tBrenntag: building a digital chemical business\t<\/h2>\n\n\n\t\tFor Brenntag, a German chemical distributor operating in 76 countries, implementing a digital transformation began with an appreciation of their industry. Brenntag\u2019s world, the chemical sector, is heavily physical. However, digital transformation touches on each aspect of the business. At every turn, innovative digital approaches could be used to optimise and improve the efficiency of internal processes and ease the experience of customers.\t<\/p>\n\n\n\t\tThe process of digital transformation was split along internal and external improvements that could be made. Working with DEPT\u00ae, the company put together a system of Internal Tooling that set out to improve the efficiency of their every day, internal processes. This includes features like Brenntag Source, an application for reviewing supply chain data.\u00a0\t<\/p>\n\n\n\t\tUse existing supply chain data to help your clients\t<\/h2>\n\n\n\t\tThe Brenntag Source feature can be used to filter data on different suppliers, giving Brenntag the information they need to engage in informed face-to-face negotiations with suppliers.\t<\/p>\n\n\n\t\tFor the customer, this information can be turned into tracking software, keeping the buyer updated about the delivery of their purchase, and also informed about the sourcing, materials and manufacturing of their order. Good customer experience is what drives repeat purchasing, particularly in the manufacturing sector where trust is a key business driver. This added value can be what sets the company apart from its competition, as it puts the customer at the centre of the process, answering every question they may have.\t<\/p>\n\n\n\t\tOn the external side, Brenntag Connect was created, an e-commerce portal that provides customers with information on the chemicals and orders that Brenntag provides, as well as a platform to track their security data, invoices and orders.\t<\/p>\n\n\n\t\tMake repeat purchasing a top priority\t<\/h2>\n\n\n\t\tWhen planning a B2B commerce platform, it is important to think of the sector-specific rules that affect how it can be used. Due to the regulated nature of the chemical industry, Brenntag Connect is only available for customers that have gone through an intensive onboarding process. This means that users of the platform are likely to be committed, long term customers, therefore making repeat purchasing easy was a top priority. To this end, Brenntag implemented an automated repeat business function.\t<\/p>\n\n\n\t\tOne of the key challenges for any commerce platform project is to establish a long term strategy. To start putting a system like this in place, put together a list of needs that the platform must fulfil. From this information, build a digital roadmap that outlines the steps your business will take over the next three years, each time responding to a customer need.\t<\/p>\n\n\n\t\tDigital transformation is a step-by-step journey, not an overnight makeover. By beginning with priority areas based on customer needs, your company can start serving customers better and begin the process of learning and adapting your e-commerce approach.\u00a0\t<\/p>\n\n\n\t\tLike any map, the route is liable to change based on real-time information. Data capture is a core need for any project, informing and ensuring that the decisions and actions taken are correct. What we measure, we can affect. In terms of a digital roadmap, see the data as you would see live traffic updates. Be ready to get past roadblocks by adapting the route.\t<\/p>\n\n\n\t\tTo keep their digital transformation on track and ensure,\u00a0Brenntag built DigiB<\/a>, a digital innovation hub that operates autonomously from Brenntag. The organisation aims to rapidly accelerate their technological innovation across the business, running small scale projects that have the potential to scale, and aiding the implementation as Brenntag finds new, more efficient ways of operating.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t