[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/15\/marketing-spandex-digital-transformation\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/15\/marketing-spandex-digital-transformation\/","headline":"How the other Spandex embraced modern marketing","name":"How the other Spandex embraced modern marketing","description":"A great b2b marketing transformation example: How one brand transformed their marketing efforts to meet the demands of the modern B2B buyer. ","datePublished":"2016-07-15","dateModified":"2021-12-27","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/from-the-editor\/#Person","name":"Guest Author","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/from-the-editor\/","identifier":94,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/c698be6a776e35914e3028986f2457b010d30e43e02febc549a01bb5b64a123b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c698be6a776e35914e3028986f2457b010d30e43e02febc549a01bb5b64a123b?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/07\/thumbnail-feef85e491a1fc3a42b61d56402ccc8d-1.jpeg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2016\/07\/thumbnail-feef85e491a1fc3a42b61d56402ccc8d-1.jpeg","height":370,"width":1200},"url":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/15\/marketing-spandex-digital-transformation\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/b2b\/","name":"B2B Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/B2B_e-commerce"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]}],"wordCount":715,"keywords":["B2B","Digital Transformation","E-commerce","Marketing"],"articleBody":"If you type the word \u2018Spandex\u2019 into Google, you\u2019ll inevitably be greeted by images of curve-hugging leotards, sexy leggings and see-through tops. But all that has nothing to do with our organization, which happens to share a name with Spandex the fabric (also marketed as Lycra and elastane). This serves as a great B2B marketing transformation example.The products we sell are of a different kind altogether: foils, digital plotters, vinyl rolls, banners and printers \u2013 anything and everything a graphic designer or sign maker needs to create stickers for displays, decals for windows or lettering for cars. We operate in 14 countries \u2013 from Sweden all the way to Australia \u2013 and serve around 33,000 customers \u2013 many of whom are B2B.Until recently, we used a traditional sales model and our print catalogue was our bible. Our sales reps carried a copy of this catalogue with them whenever they were out there \u201cpounding the pavement.”Our customers \u2013 the bulk of whom are sign makers, printing companies, exhibition stand designers and advertising agencies \u2013 would place their orders by phone. As an online marketer, I couldn\u2019t help but feel we were dropping the ball at that point in the customer journey.We would create the most fabulous campaigns and send out enticing mail shots to customers, but once we got them interested, they had to pick up the phone if they wanted their product. At that point, we\u2019d lose the link between customer contact and our marketing campaigns. That also meant we had no real idea of the return on our marketing investment. I was dying to get us into e-commerce.From print to digitalAs an organization founded way back in 1976, we can hardly say that \u201cdigital\u201d is in our DNA. In fact, our long history makes it more difficult to push through any kind of radical change: you\u2019re up against an ingrained company culture and need to make sure you don\u2019t get crushed under a paper mountain.But lo and behold, in 2012 we did launch our e-commerce project together with our partners Elision and Delaware, after extensive lobbying within the company. We laid down the groundwork by digitizing all product information and building a database. We then launched our online catalogue, which has been available for all markets since September 2015. We are currently in the middle of launching our e-commerce platform.      Best examples of B2B e-commerce: Companies winning the game                B2B buyers have changed. How are companies keeping up? Here are five brands that provide shining examples of B2B e-commerce.      Major internal changes to drive one B2B\u00a0marketing transformation exampleWe continue to release a print catalogue \u2013 we do two print runs every year when we add new products and update prices. But our online catalogue is a different story altogether. There is a real-time link with the ERP, ensuring that all product information is up-to-date and customers instantly see their discounts factored into the price.The new set-up has allowed our call-centre agents to hone their skills as bona fide consultants \u2013 also known as \u201cinside sales representatives.” Rather than simply crunching numbers, they actually assist their customers in choosing the perfect product for their purposes. And experience has shown that this works a treat \u2013 customer feedback couldn\u2019t be more positive.Audi R8Our new website is more exciting and looks better than ever. We refuse to accept that our products lack sex appeal \u2013 they are sexy! Granted, you can\u2019t really bond emotionally with a vinyl roll, but if you decide to use our products you\u2019re in for a full-color experience.I can tell you that an Audi R8 Coup\u00e9 looks quite spectacular wrapped in our carbon: you get people staring as you drive past, wolf-whistling, honking their horns… Now that\u2019s the sex appeal of Spandex!There\u2019s a lot more I could tell you about our e-commerce project, and how we want to get everyone in the company on board. For example, I can tell you that, even though ours is a somewhat conservative industry, we intend to keep up with modern trends with as much flexibility as, well, spandex.  B2B buyers want a B2C experience \u2013that’s why top sellers are using a hybrid commerce game plan.Get it HERE."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"2016","item":"https:\/\/www.the-future-of-commerce.com\/2016\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"07","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/07\/#breadcrumbitem"},{"@type":"ListItem","position":3,"name":"15","item":"https:\/\/www.the-future-of-commerce.com\/2016\/\/07\/\/15\/#breadcrumbitem"},{"@type":"ListItem","position":4,"name":"How the other Spandex embraced modern marketing","item":"https:\/\/www.the-future-of-commerce.com\/2016\/07\/15\/marketing-spandex-digital-transformation\/#breadcrumbitem"}]}]