By Michael Elmgreen, Handshake
Over the last decade, retailers have been looking to create seamless customer experiences in stores, on the web, and on mobile devices, giving rise to the now ubiquitous term “omnichannel.” The same shift is now occurring up the supply chain. As consumers’ “on-demand” expectations continue to rise, retailers are expecting a similar level of convenience from manufacturers and distributors.
In other words, the B2B buyer journey is looking a lot like B2C.
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With the advent of new B2B technologies like mobile order writing software and B2B e-Commerce platforms, retailers now have more autonomy and information when it comes to in-store reordering. Let’s take a look at how this shift is occurring, and how technology is transforming retailers’ relationships with their suppliers.
The B2B Omnichannel Ordering Experience: More Choice And Autonomy
Just as retailers are becoming more “channel agnostic” in their transactions with consumers, suppliers are innovating and becoming more “order process agnostic” when it comes to taking and fulfilling re-orders for retailers. Investments are occurring in three key areas:
- B2B e-Commerce platforms allowing retailers to place orders online 24/7;
- Corresponding mobile e-Commerce applications allowing retailers to scan products and place orders while in store aisles or on the go; and
- Mobile order writing software for sales reps speeds up in-person order writing and fulfillment.
Many suppliers are integrating all of these solutions to create a truly seamless digital omnichannel experience for their retailers, and they are being implemented on familiar consumer devices like iPads and iPhones. For any retailer who’s waited on hold for customer service, faxed or emailed a paper order form, or struggled with complex proprietary ordering devices, those days are long gone.
Greater Information Access And Strategic Decision-Making
This new technology is also giving retailers more access to information than ever before. With mobile order writing software, for instance, sales reps are now carrying detailed product catalogs, retailer-specific pricing (with any special discounts applied), and product inventory levels into every sales meeting. This is leading to more productive conversations and smarter decisions that ensure the right products are being ordered for each store.
Retailers have direct access to this information online as well, allowing them to browse a manufacturer’s full catalog whenever they like. Access to key data like inventory availability and order history also helps them make more strategic purchase decisions.
Faster Order Fulfillment
Finally, these solutions are also helping suppliers speed up their order fulfillment processes and get products on shelves faster and more efficiently. Whether a sales rep or a retailer places an order, that order can now be digitally synced with back office systems for immediate fulfillment.
Likewise, greater inventory visibility is preventing costly communication delays and backorders. By taking more control over how orders are written and submitted with these technologies, manufacturers and distributors are delivering products faster, ensuring that retailers can continuously meet consumer demand across channels.
With the B2C omnichannel trend gradually seeping into the B2B world, today’s retailers are initiating transactions through whichever channel they like––placing simple restocking orders on a laptop or mobile device, and calling in sales reps for more strategic conversations. Increased convenience, access to information and fulfillment speed are all causing retailers to seek out vendors that can meet these expectations, forcing suppliers to adapt quickly or risk falling behind.
Michael Elmgreen is Chief Revenue Officer at Handshake. Handshake provides the B2B Commerce platform for manufacturers and distributors that powers standout ordering experiences both in-person and online. Companies using Handshake transform their sales effectiveness and drive operational efficiency, delighting customers and growing lasting relationships. Founded in 2010, Handshake is based in New York City.
