Manufacturer e-commerce: 8 questions to consider for best results
Manufacturers are exploring new ways to reach consumers directly by launching a new digital commerce channel. The COVID-19 pandemic has accelerated the need for deploying a proper e-commerce strategy related to this. However, launching a new D2C or B2B2C channel is not just about setting up a new webstore. It requires significant business changes and the creation of new processes for success. Here are the eight key factors manufacturers must consider for a successful e-commerce journey:
1. What sets the customer apart?
Don't overlook the importance of considering your target customer for the new channel. Their attributes and requirements may differ greatly from your current customer base.
2. What value does the new digital channel bring?
The value drivers can be divided into two main categories:
-How will this new channel generate new revenue streams?
-How will it minimize expenses by serving customers through digital means?
3. What modifications to the business are necessary?
Establishing a new manufacturer e-commerce platform involves alterations to business processes. It's common to view the channel as just a new software platform to launch, rather than a fully-functioning business that requires management.
4. Are you ready to manage a new e-commerce channel?
Established organizations may have the technical capability to launch the channel, but they may underestimate the effects on business processes. Thus, it's crucial to thoroughly evaluate these impacts prior to launch.
5. Which products are most suitable for the channel?
When determining which products to feature on the new e-commerce platform, consider factors such as brand impact and risk, alignment of product category or sub-category with digital sales, customer demand, customer digital proficiency, and potential for channel competition.
6. Will your product line fulfill customer demands?
To maximize success during the launch, ensure that you provide everything your target customer segment requires. Otherwise, low adoption rates and inadequate return on investment may occur due to a negative first impression, which can be challenging to recover from.
7. How will you handle fulfillment and logistics?
To meet customer expectations for delivery time, you must have efficient inventory visibility and a reliable order tracking system. Outsourcing some or all delivery logistics may expedite the launch of the channel.
8. How will you promote your brand while avoiding channel competition?
Businesses with existing channels, such as dealer networks, must be cautious of potential channel conflict when promoting their new site. Conflicting promotions could occur if multiple channels are being marketed simultaneously.
At Langia we have extensive experience in creating a personalized omnichannel experience for the end customer using SAP Commerce. We offer highly specialized experts who can help you remain agile to respond effectively to evolving consumer habits, and enhance the omnichannel customer experience to stay competitive. Our leading SAP Commerce experts, many of whom have a background with SAP or Hybris itself ensure excellent quality in our delivery and have experience from major international end customers and projects. Contact us for more information!
1. What sets the customer apart?
Don't overlook the importance of considering your target customer for the new channel. Their attributes and requirements may differ greatly from your current customer base.
2. What value does the new digital channel bring?
The value drivers can be divided into two main categories:
-How will this new channel generate new revenue streams?
-How will it minimize expenses by serving customers through digital means?
3. What modifications to the business are necessary?
Establishing a new manufacturer e-commerce platform involves alterations to business processes. It's common to view the channel as just a new software platform to launch, rather than a fully-functioning business that requires management.
4. Are you ready to manage a new e-commerce channel?
Established organizations may have the technical capability to launch the channel, but they may underestimate the effects on business processes. Thus, it's crucial to thoroughly evaluate these impacts prior to launch.
5. Which products are most suitable for the channel?
When determining which products to feature on the new e-commerce platform, consider factors such as brand impact and risk, alignment of product category or sub-category with digital sales, customer demand, customer digital proficiency, and potential for channel competition.
6. Will your product line fulfill customer demands?
To maximize success during the launch, ensure that you provide everything your target customer segment requires. Otherwise, low adoption rates and inadequate return on investment may occur due to a negative first impression, which can be challenging to recover from.
7. How will you handle fulfillment and logistics?
To meet customer expectations for delivery time, you must have efficient inventory visibility and a reliable order tracking system. Outsourcing some or all delivery logistics may expedite the launch of the channel.
8. How will you promote your brand while avoiding channel competition?
Businesses with existing channels, such as dealer networks, must be cautious of potential channel conflict when promoting their new site. Conflicting promotions could occur if multiple channels are being marketed simultaneously.
At Langia we have extensive experience in creating a personalized omnichannel experience for the end customer using SAP Commerce. We offer highly specialized experts who can help you remain agile to respond effectively to evolving consumer habits, and enhance the omnichannel customer experience to stay competitive. Our leading SAP Commerce experts, many of whom have a background with SAP or Hybris itself ensure excellent quality in our delivery and have experience from major international end customers and projects. Contact us for more information!
