E333: 📦HOW TO CREATE MEMORABLE B2B ECOMMERCE EXPERIENCES THAT BUYERS LOVE
Creating Winning User Experiences in B2B eCommerce: Insights from Jennie Alexander
Hey team! Today, you're in for a treat as you dive into my interview with Jennie Alexander. Jennie is a seasoned B2B eCommerce specialist with vast experience in working with large corporate and CPG brands. She's pivoted into consultancy to help brands develop and scale their B2B eCommerce capabilities. Get ready to learn all about creating excellent user experiences for B2B customers. Enjoy!
Introduction
Welcome to another episode of B2B Commerce Corner. Commerce Corner is a sub-series of the eCommerce Edge podcast, where we discuss all things B2B commerce through the lens of agencies, consultants, merchants and more.
Meet Jennie Alexander
Today, I'm thrilled to have Jennie Alexander on the podcast. Jennie has a robust background in B2B commerce, having worked with large corporations such as Johnson & Johnson and Estee Lauder. Recently, she transitioned into freelancing and started her consultancy, helping brands establish and improve their B2B eCommerce channels.
Jennie's Journey into B2B eCommerce
Jennie’s entry into B2B commerce came quite naturally. With a degree in Human Factors Engineering, her focus was on removing friction in tasks and making processes easier for users. She transitioned into the eCommerce space in the late '90s and early 2000s, where she learned to build user-friendly online experiences. This foundation paved the way for her to specialize in B2B eCommerce, a space she has passionately worked in for over two decades.
Complexities and Challenges in B2B eCommerce
The conversation shifted to the internal challenges large companies face in implementing and scaling B2B eCommerce. Jennie explained that large corporations often struggle with compensating sales reps when orders move online. Traditionally, sales reps are credited for orders placed through them, and shifting to eCommerce can disrupt this model. Companies need to think creatively about compensation structures to encourage sales reps to embrace eCommerce.
The Importance of Self-Service eCommerce
Jennie emphasized the importance of self-service eCommerce for both sellers and buyers. For sellers, it frees up sales reps from administrative tasks, allowing them to focus on building relationships and acquiring new customers. For buyers especially in smaller retail chains, self-service eCommerce offers convenience and efficiency, removing the barriers to spending money with suppliers.
Adapting to Modern Needs
Jennie highlighted how modern order management systems (OMS) and warehouse management systems (WMS) have made it easier for businesses to be agile. Businesses need to take a hard look at their existing rules and policies to see if they still make sense today. Often, these policies were established in times when systems and processes were not as advanced. Updating them can lead to greater efficiency and customer satisfaction.
The Role of Cross-Functional Teams
One critical point Jennie made is the need for cross-functional collaboration in B2B eCommerce. Introducing eCommerce affects multiple departments, from IT to logistics to sales. All these teams must work together to ensure a seamless customer experience. This collaboration helps break down silos within the organization and fosters a culture of agility and innovation.
Conclusion
Jennie Alexander’s insights into B2B eCommerce shed light on the unique challenges and opportunities within this space. From compensation models to self-service eCommerce, it's clear that businesses need to be agile and customer-centric to succeed. By fostering cross-functional collaboration and updating outdated policies, companies can create winning user experiences and drive significant growth.
If you're interested in learning more or need help with your eCommerce strategy, you can connect with Jennie on LinkedIn or reach her via email. She’s a wealth of knowledge and always ready to help brands navigate the complexities of B2B eCommerce.
Stay tuned for more insightful episodes of B2B Commerce Corner, where we bring you the latest trends and expert advice in the world of B2B eCommerce.
To learn more, check out the related THE ECOMMERCE EDGE Podcast episode below: