As B2B consumer packaged goods (CPG) brands face a shift in the e-commerce business environment, they must secure cost advantage in order to offer customers a unique and personalized experience.
Because today’s customer experience is no longer limited to a shopping cart but instead to the entire set of a platform’s capabilities, they must be offered multi-channel, personalized interaction.
Common challenges faced by the CPG e-commerce industry
A persistent e-commerce challenge that B2B CPG brands face is the ordering process.
While large industrial retailers have the financial muscle to implement automation in ordering, smaller customers often can’t afford the high costs of automation, which is crucial to transaction proficiency and a smooth customer experience.
Another challenge is that most customer interaction still happens over phone, mail, online chat, etc.
This means customer executives are deeply involved in the transaction process – they must register complaints and guide customers, which makes self-service impossible.
Salesforce effectively solves these issues, making self-service and a smooth customer experience possible. Here is why Salesforce is the right B2B e-commerce platform for CPG brands.
Salesforce B2B Commerce – a proven e-commerce solution
Offering effective B2B engagement and transaction efficiency is crucial for the CPG industry to succeed in an ever-evolving e-commerce landscape.
Salesforce offers 360-degree customer experience management – from product introduction to ticketing to handling customer complaints.
It does this through its commerce cloud for B2B players (CloudCraze – built 100% native on Salesforce).
Legacy platforms for B2B interactions are not scalable or future-proof. By deploying Salesforce, retailers can enable self-service, have agents directly enter orders themselves, and enable effective net price calculation at checkout, eliminating the need for intervention by the customer care department.
The platform also allows retailers to demonstrate not only products that the customer is ordering but also recommendations and promotions. This helps increase revenue by cross-selling and upselling.
Powerful features combined in a single platform
The Salesforce-backed online platform features an e-catalog, allowing for easy searches based on either direct product searches or those based on categories.
Customers can then view important information such as pictures of the product, SKU, packaging, description, and ingredients.
They can filter products based on characteristics, effectively narrowing their search down to the right product(s).
At the checkout section, customers can request a delivery date, provide additional shipping instructions, and view the net price calculation. Customers can also easily reorder products by accessing their history.
Easy-to-use with useful functionality for B2B companies, Salesforce is a robust solution that can completely integrate with an AP through a middleware.
Besides ordering, agents can use Salesforce’s partner community to control access for suppliers, customers, and distributors to the platform. Fully secure, Salesforce only allows authenticated users.
With e-ordering through Salesforce’s B2B Commerce Cloud, retailers can improve transaction efficiency and offer 24/7 service.
With self-service, interactions such as questions on an invoice, feedback, new product introduction, samples, and complaint-handling become structured.
By allowing self-service, CPG B2B can become more efficient and customer-focused. It also offers great convenience to customers since customer executives are available for interaction only during a limited part of the day.
Salesforce can also be fully localized for B2B interactions in foreign countries – it supports 30+ languages and currencies.
Since it’s a single database, anyone accessing the application is looking at the same record at the same time. This means users can collaborate on orders, work through all levels of the organization, and leverage Salesforce workflow for exception handling, collaboration, approval levels. etc.
This is a special advantage since running a separate commerce silo would require users to build and own the stack and continuously iterate on it. To put it simply, with Salesforce, CPG brands can structure their go-to-market processes efficiently.
Efficient application architecture
Salesforce’s 360-degree customer experience management architecture includes:
- Salesforce automation
- Prospecting and business development
- Customer and equipment on-boarding
- Marketing automation
- Collaboration
- Merchandising
- Contact center
- Analytics and past performance management
- Equipment orders and service requests
- Partner and customer self-service portal
- E-commerce: Direct to outlet, distribution, D2C, D2E
Equipment orders, partner and customer self-service portals, and various e-commerce functionalities are delivered by Salesforce while the rest is provided either by the platform partner’s solutions or other third-party ISPs.
Instead of a bunch of disparate architectures that are knit together and sold under one license, Salesforce offers a single architecture that brings together innovation from multiple partners.
In this way, it simplifies the lives of B2B CPG brands as they save integration and customization costs, being able to focus more on innovation and delivering value to customers.
As a result, they experience increased order sizes, improved revenue and margin, higher customer satisfaction, and significantly lower costs.
During the past two decades, ecommerce has grown by leaps and bounds.
Today, millions of people shop online, and many prefer to do so rather than go to brick and mortar places to buy the goods they want.
Everywhere, business owners are looking for the fastest way to get involved and start selling their own products online.
Shopping cart softwareShopping cart software is a type of software that enables customers to shop on a website, create a list of products they want to purchase by adding them to the cart.
The customer can view the online shopping cart to see which products have been added, and may choose to add more products or delete them.When the customer has completed their purchases, the shopping cart software provides a secure means of paying for the products in a virtual payment.
Best shopping cart software for your businessTo choose the right shopping cart software for your business, compare your requirements to the features offered by the cart software.
A leading team of software reviewers recently conducted an audit of Laravel Ecommerce Shopping Cart Software, and they evaluated various dimensions of our product, which includes the basic functionality to set up an instant online store and to the inbuild marketing tools designed to boost the sales.
Our ecommerce software achieved a good score of 8.0 and our ecommerce platform is awarded for: Great User Experience for 2018 and Rising Star for 2018.
As stated by FinancesOnline, Laravel Ecommerce – Multivendor shopping cart platform turns out the users with all the necessary multi vendor platform features and offers a well-equipped dashboard for admin and vendors.
“With Laravel eCommerce, users get their own stores that they can customize to showcase their brand and products, attract more buyers, and generate more sales.
Laravel Ecommerce is the best ecommerce platform to power their business online.
Rising Start award signifies that our multi vendor ecommerce platform delivered a robust, ecommerce software loaded with the essential features for managing their business online and has become very popular by receiving 97 percent user satisfaction.
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