Having a multichannel strategy is an increasingly overseas data important axis whether in marketing or sales. According to studies conducted by the Forrestier Research firm , multichannel is as important in a BtoC strategy as in a BtoB strategy. Diversified, these communication and sales channels are, in the era of digitalization, an opening towards new communication channels. This responds to a change in consumption methods. So what does this study reveal to us and what questions do they raise?
Taking their BtoC counterparts as an example, BtoB companies plan to accelerate their multichannel strategy. Within 6 months, 80% of them plan to invest in their e-commerce site.
B2B companies are moving forward on the path to multichannel. This is what the FORRESTER RESEARCH survey on multichannel in B2B published this month reveals. Indeed, 80% of them say they are ready to improve their e-commerce site in the next six months. This improvement responds to a change because their systems are unsuitable for the development of a multichannel strategy. Their motivations are to respond to:
to customer expectations for (87%)
ensure their long-term success (86%)
generate more sales and profits (83%).
In any case, B2B companies do not seem to have any doubts about the effectiveness of such a strategy. While more than three-quarters say that the implementation of online services has fundamentally changed their interactions with customers, 72% of them agree that multichannel customers are worth more than single-channel customers, and 51% of them agree that they are worth more in the long term.
Among the 526 BtoB companies surveyed, 75% of them believe that their e-commerce platform must offer support for all sales channels. Their platform must also help address international customers (74%) as well as contribute to the development of cross-selling, substitution sales or upselling.