Avionos Releases New Data Report Revealing the Urgency of Implementing B2B eCommerce Capabilities

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Report reveals that as B2B customers demand increasingly robust digital commerce offerings, organizations need to listen and act, or risk losing customers and revenue to digitally-enabled competitors

The number of B2B buyers who prefer digital channels is continuing to increase. Therefore, for today’s B2B organizations, a robust eCommerce offering has become essential and could be the difference between remaining competitive or losing revenue to digitally enabled competitors. In fact, the majority of B2B buyers (83 percent) will spend more to purchase products from suppliers with robust eCommerce offerings – reinforcing that today’s B2B organizations can’t delay building a strong digital presence.

Avionos, a digital commerce marketing solutions provider focused on connected customer engagement, launches its “2018 Avionos Procurement Officer Report” today. The report, surveying 160 U.S. B2B procurement officers, uncovers the current purchasing habits, preferences and expectations of today’s B2B customer.

“While each organization is at a different point in their digital journey, our study reveals that the move toward more personalized, robust commerce systems is imperative,” says Dan Neiweem, principal and co-founder of Avionos. “For B2B businesses that have not started to build toward greater digital offerings, it’s important for them to find a small way to get the ball rolling. If businesses are already in the thick of digital transformation, they need to keep moving forward and evolving their experience.”

The key findings of the report include:

  • More B2B customers are shopping online than a year ago. When reflecting on past purchasing habits, nine out of 10 procurement officers (89 percent) say they make more purchases online today compared to just a year ago.
  • Self-service offerings are critical in the selection of B2B suppliers. Nearly all procurement officers (97 percent) consider a supplier’s online customer portal offerings a critical factor when selecting a supplier.
  • Digital content builds customer confidence. More than half (54 percent) of B2B customers feel more confident in their online purchases if the supplier offers detailed product content; however, 43 percent of B2B customers cite a lack of accurate content as the biggest pain point of their online buying experience.
  • B2B organizations need to think beyond their brand site. Since nearly eight out of 10 B2B buyers (78 percent) begin their product discovery on either Amazon or Google, organizations need to take a holistic approach to their digital brand to create a competitive edge.

“Personalization and relevance have always intuitively been a part of the B2B buying process. For so long, B2B organizations have leveraged in-person relationships to meet the demand for more relevant relationships across multiple touch points,” says Scott Webb, president of Avionos. “However, as millennials take on more procurement roles, the way organizations deliver that personalized experience needs to adapt to the digitally native nature of this new generation of customers if they want to maintain this market share.”

To learn more about the changing online buying experience, stop by B2B Online as Avionos President, Scott Webb, speaks at the “Data and CRM Strategies for the Customer Experience” session on May 8, at 2 p.m., and download Avionos’ 2018 Procurement Officer Report at http://www.avionos.com/b2breport.

About Avionos
Avionos is a digital commerce marketing solutions provider that delivers connected customer engagement and extends the brand promise beyond traditional expectations. Avionos brings together marketing, sales, and customer care to drive unparalleled business outcomes via connected and cloud technologies working with clients such as Kellogg’s, Sysco, Nexeo Solutions, and U.S. Cellular. Learn more at http://www.avionos.com.

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Megan Felz
Walker Sands
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