Today, we’re going to dive into the best practices when utilizing NetSuite’s SuiteCommerce platform.
SuiteCommerce is a flexible eCommerce platform that caters to the needs of B2C and B2B companies - and of companies that do a little of both. SuiteCommerce provides organizations with an all-in-one solution for both the customer-facing and back-end processes of running an eCommerce business.
As we go through each of the following strategies, we’ll discuss how SuiteCommerce provides an advantage for both sides of the process.
5 Quick Ways to Grow Your B2B Business With NetSuite SuiteCommerce
As we said, the following strategies are meant to help you improve both the front- and back-end processes of your B2B eCommerce business.
More specifically, the strategies we’ll be discussing will allow you to:
- Provide a more individualized experience to your B2B clients
- Increase the loyalty of your B2B clients
- Increase your average order value, and, in turn, the lifetime value of each of your customers
Let’s get started.
Leverage Browsing and Purchase History
The easier it is for your customers to find what they’re looking for, the better their chances of making a purchase are.
Whether the individual in question is a first-time customer who has browsed your site before, or a return customer who has made a number of purchases from your store in the past, you want to make it easy for them to find the items they’ve previously viewed or purchased.
With SuiteCommerce, you can do this in one of two ways:
- Setting up the Recently Viewed Items subtab
- Adjusting your customers’ My Account menu permissions to enable visibility of their purchase history
For your B2B clients who typically make the same repeat purchases over time, providing these options makes the process of making such purchases quick and easy.
Provide Subscription Options
Taking the previous sentiment a bit further, you also want to consider implementing subscription-based purchases for your recurring clients.
Providing subscription options for your B2B customers accomplishes a number of goals.
For one thing, it all but ensures a given customer will continue to give your company their business at regularly-scheduled intervals. Because the process is automated, you won’t need to invest nearly as much human resources and other resources into fulfilling recurring orders as you would have if the process required to be completed manually.
Additionally, providing subscription options allows you to further personalize the customer experience for each of your clients, as you can tailor terms related to order amount and pricing based on each of your customers’ recurring needs. Needless to say, as long as you’re able to provide exactly what your customers need - exactly when they need it - they have little reason to defect to a competing company.
Lastly, implementing subscription services can provide your company with valuable insight regarding your customers’ purchasing tendencies. While you could certainly discover such information through in-depth analysis of their purchase history, this essentially brings this data front and center for your organization to take note of.
Create Loyalty Programs
Another way to incentivize loyalty is, well, to develop loyalty programs that reward your best customers for their recurring business.
Using app integrations such as Clutch, you can create programs that reward your customers not just for their loyalty, but also for evangelism as well. Clutch also makes it easy to develop personalized loyalty campaigns, providing individual customers with incentives that add value specifically to them.
Clutch’s reward system allows you to tailor the manner in which customers utilize their rewards, as well. For example, you may choose to give customers an upfront discount on a given purchase, or you may want to incentivize a future purchase by providing them with credit on a subsequent purchase.
As mentioned in the previous section, focusing on developing incentives inherently brings your customers’ needs and behavior patterns to the forefront, enabling you to provide more personalized service and value to them moving forward.
Develop Bulk Order Offers
One of the main differences between B2C and B2B eCommerce is in the typical customer’s purchasing volume.
In other words, the typical B2B customer is often looking to purchase a bulk amount of a given product.
With that in mind, providing bulk order discounts to your B2B clientele is an incredibly effective way to keep them coming back to your company on an ongoing basis.
Using Quantity-Based Pricing within SuiteCommerce allows you to set various discount thresholds depending on a customer’s purchasing volume.
Once you’ve developed your bulk discount prices, you can then display these offers on multiple pages to maximize the visibility of these offers.
You can also set a maximum discount amount, ensuring that your best customers get maximum value while also ensuring that your company doesn’t lose out on profit.
Offer Free Shipping
Similar to bulk discounts, you also might choose to provide free shipping to customers after they’ve reached a particular order value.
The goal of providing free shipping is to incentivize an additional purchase (whether in the form of increased volume or additional items) during a given transaction by taking the burden of paying for shipping off of your customers’ shoulders.
You’ll need to do some analysis of your current pricing and performance metrics to determine the optimal price threshold for an offer of free shipping. In other words, you again want to figure out at what point it’s worth eating the cost of shipping in exchange for an increase in order value.
While getting a customer to increase their order in a given transaction is, of course, immediately good for your business, it’s even more valuable in the long run. Say, for example, a client who usually purchases 50 widgets ends up acquiring 60 widgets in exchange for free shipping. The next month, they realize the extra ten widgets came in handy, so they again purchase 60. Over the course of a year, this, of course, equates to an increase of 120 widgets purchased - in essence generating extra two-plus months of revenue from the client.
As we’ve alluded to throughout this article, NetSuite’s SuiteCommerce platform allows you to create highly-personalized offers to your B2B clients to keep them “on the hook” - while gaining maximum value for your business in the process.