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Ready, aim, converge for smarter commerce

B2B companies want to turn their online interactions with buyers into ongoing sales relationships. To do so, companies are making the most of proven B2C-like merchandising techniques such as cross-sells, up-sells, targeted offers based on role, order history, promotional pricing, and search-driven merchandising to influence order size and drive additional sales.

By Srini Rangaswamy

15 Jun 2011

For more than a decade, business-to-business firms have used the Internet to publicise their product catalogues. As a result of the rise in consumer sales on the web and the rapid maturation and adoption of Internet technologies like Rich Internet Applications and Web 2.0, B2B firms are now rethinking their e-business strategies.

At the same time, the demands of B2B buyers have also changed, with many expecting sites to provide them with the experience, content and community collaboration they have come to expect in the business-to-consumer realm. What we are left with is a B2C/B2B convergence phenomenon.

Read the full article on E-CommerceTimes.com.