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December 16, 2013

Multi-channel Survival
Tips For The B2B Company

Author Jeremy Meyer
Category Blog | Integration |

Much like consumers, today’s businesses have changed the way they purchase products and services from manufacturers and distributors. Increasingly comfortable with multiple channels (web, mobile, social, marketplaces), business consumers move easily between those channels to find information about products, make product comparisons, research prices, read reviews and finally make a purchase. B2B companies who understand this strive to service their customers through all channels by effectively integrating their e-commerce storefronts with their back office systems. Here are a few tips to help these manufacturers and suppliers perform in the multi-channel marketplace:

Cross-Channel Integration

Research shows that cross-channel buyers are more loyal and more profitable than single-channel buyers. Price also is becoming less of a critical factor in the decision-making process of these customers, who are more likely to differentiate based on service convenience and ease of experience. Therefore it is imperative for the B2B seller to seamlessly integrate the merchandise, inventory and customer data across stores and online channels to prevent service failures and enable consistent customer interaction. Cross channel integration also connects sellers with their suppliers, logistic partners and others.


Crucial to a business’ multi-channel success is robust, scalable technology which meets the demands of a multi-channel environment. Solutions should be able to leverage current capabilities by integrating with existing legacy systems. Such a solution must not only integrate two disparate database systems but also build a centralized repository of master data. This master database allows businesses to analyze customer behavior & develop marketing campaigns that are targeted toward specific markets and customers, which, in turn, will lead to incremental sales growth.


Customers are increasingly expecting personalized services across all sales channels. To provide personalized services, B2B sellers need a centralized repository of customer data as well as other customer applications. This helps businesses measure customer lifetime value – based on past transactions – as well as provide personalized services and an overall experience to create customer loyalty. Personalization can be provided at multiple customer touch points as well as through self-serve point of sale, screens where the customer can get personalized greetings and promotions.

Multi-channel features

With the rapidly rising popularity of ecommerce among both B2B and B2C customers, businesses should demand more from their ecommerce solutions. They require a solution that provides advanced features such as:

  • Advanced Catalog Management
  • Persistent Shopping Cart
  • Product Types – Configurable Products, Bundled Products, etc.
  • SEO Optimization
  • Private Sales
  • Drop Shipping
  • Store Credits

How can i95dev help?

To find out more about our multi-channel e-commerce solution, please send us an e-mail at or call us at 301.760.7499. We look forward to learning about your business’ specific needs and how we can help you succeed.

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