Last updated: How B2B brands can mean omnichannel business

How B2B brands can mean omnichannel business


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Innovative B2B companies are embracing their empowered buyers’ demands, by providing omnichannel experiences in line with consumer expectations – according to a Forrester Consulting Thought Leadership Paper, commissioned by Accenture and hybris.

While structural challenges undoubtedly exist, nearly three quarters (72 percent) of the 526 B2B companies surveyed agreed that omnichannel customers are worth substantially more to them than those restricted to a single touchpoint. More than half (51 percent) said these customers have a higher lifetime value.

How mature B2B suppliers using omnichannel features to drive tangible business benefits

  1. Future-proof customer engagement

Savvy B2B companies understand that omnichannel capability is crucial in future-proofing their business – rather than a luxury or an extra. They are beginning to acknowledge that meeting customers’ omnichannel expectations will have long-term benefits, including stronger loyalty and a higher lifetime value.

Two thirds of B2B companies say their customers expect omnichannel capabilities from them, while a further 60 percent expect to see a rise in customer satisfaction thanks to omnichannel initiatives.

  1. The best of both worlds

As the line between B2B and B2C continues to blur, consumer online pure-plays are starting to diversify and tailor their offerings to the business market.

However, more than half (57 percent) of B2B companies believe they can differentiate themselves by leveraging their in-market physical presence to engage with customers across different channels and touchpoints.

  1. Long-term cost savings

Better visibility into where and when inventory is being held across the supply chain can help B2B companies to reduce delivery times and costs.

More than half of the B2B suppliers surveyed are investing in omnichannel to drive efficiencies and cost savings through better inventory and assortment planning.

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