Design Features | Digital Commerce 360

Having the checkout page that gets it done

April Berthene — Wed, 10 May 2023 11:00:55 +0000

The shopper is acquired. The product is in the cart. The consumer is on the checkout page. This is it. Make or break time. Will the shopper click buy or abandon the cart?   This is where online retailers hold their breath to see if they can get this shopper across the finish line.   That means […]

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Retailers use data to improve web conversion and improve the customer experience

Abbas Haleem — Tue, 14 Mar 2023 20:04:58 +0000

Sometimes, shoppers already know what they want to buy — and when they want it. A prime example is buying flowers for Valentine’s Day, says Katie Hudson, content director at online flower retailer UrbanStems. UrbanStems sells about five times its typical volume in the week leading up to Feb. 14, Hudson says. During this week, a […]

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A B2B marketplace makes a big move for market share growth

Mark Brohan — Tue, 28 Feb 2023 16:50:52 +0000

A primetime operator of a public B2B marketplace and an auctioneer of used construction equipment ended 2022 as a banner year.

We are transforming Ritchie Brothers from a traditional auction business to a trusted global marketplace.

Ann Fandozzi, CEO

Ritchie Bros. Auctioneers

Ann Fandozzi, CEO, Ritchie Bros. Auctioneers

In addition to record gross transaction volume on their online B2B marketplace, Ritchie Bros Auctioneers Inc. also made a key acquisition. For the year ended Dec. 31, gross transaction value (GTV) for its online auction and “buy-now” marketplace sites grew to $6.025 billion. That’s up 9% from $5.533 billion in 2021. In comparison, total revenue, which includes inventory sales and services, increased 22% to $1.7 billion. Net income for the year increased 110% to $319.8 million.

“We delivered record financial results and made significant progress in continuing to build our marketplace technology and advancing our growth initiative, despite operating in a challenging environment of continued tight supply, inflationary headwinds, aggressive competition, and foreign exchange volatility,” says CEO Ann Fandozzi.

Ritchie Bros. Auctioneers is also rethinking how it will expand it its B2B marketplace and digital footprint, Fandozzi says.

“We are transforming Ritchie Brothers from a traditional auction business to a trusted global marketplace for insight services and transaction solutions. And we continued our journey by taking several important steps in 2022,” she says. “Ritchie Brothers 2.0, our marketplace technology platform, is in the process of piloting an all new digital check-out experience with self-serve invoices and settlements.”

Acquiring IAA to accelerate growth

Vancouver, Canada-based Ritchie Bros. said in November that it would acquire Westchester, Illinois-based IAA, which facilitates the marketing and sale of total-loss, damaged and low-value vehicles, in a $7.3 billion cash-and-stock deal.

“We identified IAA as a potential combination for Ritchie Brothers back in 2020, and together with our board of directors have evaluated a possible acquisition of IAA for more than a year,” Fandozzi says. “The strategic logic of this combination is clear. With IAA, we believe we can accelerate growth for Ritchie Brothers, drive margin expansion and expand our reach into an attractive adjacent vertical.”

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Become Amazon in your space with AI/ML: Using AI-based language transformers to boost sales

Prosenjit Sen — Tue, 14 Feb 2023 16:53:34 +0000

Prosenjit Sen

In my first article in this series, I discussed how, despite the huge promise of B2B commerce, this space faces significant challenges for both pre-sales and post-sales due to the limitations of traditional technologies like “search.” In the second article, I discussed how you can skyrocket product discovery on your B2B site using the latest AI/ML technologies. In the third article, I discussed how you can provide top-tier post-sales support to keep customers happy at a low cost.

In this article I will focus on how, as a B2B commerce company, you can use AI to drive sales with a quick and frictionless path to purchase.

The purchase journey

Imagine you are a customer looking to buy a thermostat. You know of the manufacturer Warmup and have some idea of the specs (open temperature, close temperature, etc.). You need the B2B commerce site to help you make the right purchase with all necessary attributes of the thermostat.

Search is not ideal for such an experience. Consider a smart chatbot (Chatbot 2.0), which is capable of having a sophisticated conversation leveraging all your relevant reference data — in databases, HTML/PDF/Word docs, and applications like SAP and then performing mathematical computations in real time.

Here is a sample interaction:

YOU (asking the Chatbot): I am looking for a Warmup thermostat with open temperature > 60 C and price < $200.

CHATBOT: (Returns a list of 30 such thermostats, with Price and a Link to Purchase for each item.)

YOU now need to zoom in based on some of the other attributes of the thermostat but are not sure what the attributes are. So, you ask:

YOU: Give me the important attributes of Warmup thermostat.

CHATBOT: Returns the main attributes Open Temperature, Close Temperature, and Current Rating.

YOU: Help me find the thermostat with Close Temperature < 100 C and current rating < 5A.

CHATBOT: Returns 3 thermostats that meet this criteria (including previously specified Open Temperature > 60 C and price < $200). The results include the Price and a Link to Purchase each item.

YOU now want to shop around. So, you ask:

YOU: Do you have other comparable manufacturers that meet the same specs and are in the same price range?

CHATBOT: Returns 2 similar thermostats by Blodget, with Price and a Link to Purchase for each item.

YOU: give me the datasheets, and please send me the compliance and warranty information.

CHATBOT: Returns the necessary information. It also gives you a link the “Buy Now,” “Speak with an Agent” and “Buy Local.”

In this above conversation, the Chatbot is doing a lot of sophisticated AI-based processing (discussed below). Note, at every stage as it helps you find the right products, it gives you the option to close the sale.

Similar conversations are possible with a voice bot, though it would be harder, given some of the limitations of voice related technologies today.

Detect buyer signals and remove any friction

During this conversation with the Chatbot, you can use AI to continuously detect buyer signals based on the nature of the conversation and even understand the customer’s sentiment. Based on these — if at any time you sense the customer is not happy, confused or ready to buy — offer to transfer to a live agent, especially if it is a pricey product. Again, AI can help.

And, have all the necessary information that the customer may need so they don’t leave the discussion for later. Provide information on features, information on configuration/ installation, return policy, warranty, compliance, promotions, and more.

If they leave the chatbot to look up this additional information, prompt them to bring them back. If they leave, send them an email inviting them to click on the provided link and re-engage.

Post-purchase

Once a customer has made a purchase, it is important to have their loyalty. The best way to do this is again with prompt service; provide the customer any information that can help them post purchase. Provide an easy path to getting the status of an order, cancel, change order, recommend additional items that are complementary, and keep them posted with new product announcements.

Keep them informed, keep them happy.

After market

For most companies, after market is equally attractive. This is not only a big business, if the customer can buy the necessary parts and add on items easily it keeps them happy and loyal.

Technology

As discussed in previous articles, the key to providing all this functionality is to first bring together all possible reference data – structured data in relational databases, unstructured data in HTML, PDF, Word, and PPT, and data in applications like SAP.

You need a platform that can process data as follows:

Connect and ingest data from different data sources: product specs, features, warranty, compliance, upsell information, price, inventory and more.
Perform data cleanup: the data in different data sources often needs to be cleaned up or transformed for it to be meaningful to the AI engine. This data science work is often most time consuming and sometimes difficult.
Provide data to the AI Engine: in real time, work with the AI engine to get different elements of data from all these different data sources, combine the various data elements, and even transform them so the relevant AI models can use them to prepare and even perform computations to arrive at the right answers.

AI technology, as discussed in previous articles, has evolved in many ways in the last 3-4 years. With large language transformers (including GPT) you can now do all sorts of sophisticated processing. In this solution outlined above, AI is needed at every step: to handle the dialog or conversation with the customer, identify the necessary data and then get results from structured data, get answers from unstructured data, detect buyer signals for purchase, detect customer sentiment, and more.

Language transformers allow you to detect patterns in large amounts of data — which can be used to now get the correct answers from your reference documents (features, compliance, warranty, etc.). Generative Pre-trained Transformer (GPT-3) can take this to the next level by providing an answer from the learnings of the reference documentation.

Conclusion

We are now at a very exciting time in the evolution of AI technology. With the availability of cheap computing power, you can bring automation to all customer support processes — pre-sales and post-sales. AI based platforms can bring you drastic efficiency and customer loyalty, at a lower cost than what you may be spending today. But it is important to be able to use the right AI technologies to accomplish the job, and most likely you will need a platform as opposed to just a tool. Watch out for platforms that require elaborate custom training of the AI models — this can become very expensive. The whole purpose of the recent AI advancements is to prevent such inefficiencies.

About the author:

Prosenjit Sen is a serial entrepreneur and currently the CEO of Quark.ai, an “autonomous support” platform that uses deep learning, natural language processing (NLP), and computer vision (CV) to bring automation to sales support and field support. He was previously employee No. 5 as part of the founding team of Informatica, a pioneer in online data integration technology. Prosenjit is a mentor for the Alchemist Accelerator and the Bay Area IIT Startups Accelerator. And he is the co-author of the book “RFID for Energy & Utility Industries.” Contact him at Prosenjitsen10@quark.ai.

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How Ecolab figured out an online personalization formula

Peter Lucas — Tue, 17 Jan 2023 17:56:22 +0000

When it comes to personalization in B2B ecommerce, the goal is to deliver a customized user experience that shows the seller understands customers’ needs, builds customer loyalty, and increases conversions through a better buying experience.

Having a score that triggers personalization is a simple solution to a complex problem.

Craig Burkart, senior manager of interactive

Ecolab

Craig Burkart, senior manager of interactive, Ecolab

Ecolab Inc., a water treatment and purification systems manufacturer, concluded in 2020 that it needed to revamp its website personalization engine to get personalized content in front of its buyers. Ecolab sells to 100 buyer segments across 14 company divisions, making that chore more challenging.

Ecolab wasn’t always so focused on many buyer segments. In the past, it had taken a horizontal or generalized approach to personalization, focusing on serving up content geared to a product category, such as healthcare, as opposed to the personalized content it now serves up to individual customers on its web pages.

Finding the right personalization formula

“We found we had a lot of weeds growing on our digital lawn, in that we had vertical markets with a lot of horizontal offers,” says Craig Burkart, senior manager of interactive. “Our approach was to personalize a general page for most customers, when what we needed was a personalization strategy that fit our reality, which is that each vertical market has its own customer persona.”

Given Ecolab’s small website team — which includes two full-time and three part-time developers, a content and training specialist, and 100 part-time content authors — the manufacturer signed on with RBA, a Wayzata, Minnesota-based digital consultancy. The collaboration yielded a new approach to personalization, starting with a strategy to determine when to trigger personalization during the customer’s online journey.

The two companies devised a plan to score the value of each page in a customer’s online journey on Ecolab’s website based on their number of page views and click action, such as clicking into a page for additional information. The system also tracked the cumulative score through a site visit, and when the total score exceeded 100, it triggered personalized content on the visitor’s next visit based on their past page views and click activity.

The more valuable the content on the page, the higher the score for that page, Burkart says. Ecolab even devised a formula to rank-order pages that achieved the same score. Ecolab, which generates about $13 billion in annual sales, has localized versions of its website in 72 countries in 29 languages.

“Our goal was to get users to exceed the point threshold on the first visit,” Burkart says. “Having a score that triggers personalization is a simple solution to a complex problem.”

Triggering personalized pages

To trigger the personalized content, Ecolab and RBA programmed the scoring threshold into Ecolab’s Sitecore XP 9.3 user experience platform, which Ecolab installed in 2020. With the foundation for its new personalization strategy set, Ecolab focused on developing user personas for its various vertical markets and presenting them to buyers, even if buyers had not registered on the site and were anonymous.

Because multiple divisions within Ecolab can sell into the same vertical market, the company designated a lead division for each vertical market responsible for personalizing the home page content for that market. For example, the home page would show industry-specific news and branding marketing messages.

Once Ecolab gathered enough data about the customer as they moved through the site, it adopted an account-based marketing approach, which bases the marketing message on the specific attributes and needs of the pertinent account or customer. Account-based marketing also encourages upselling and cross-selling. Content on personalized pages can include brand pillars, brand taglines, blogs, market success stories and primary, secondary and tertiary solutions and programs.

“The home page becomes our default page, and once we know who the customer is, we can start showing personalized content specific to them,” Burkart says.

Given Ecolab’s small Sitecore-dedicated staff, the company has been rolling out its personalization strategy across its different verticals one at a time. “The focus is to get one right, then expand,” says Burkhart.

Continuous testing is critical to finding out what works and what doesn’t when it comes to personalization. “We constantly study everything we do to find out what works and what doesn’t,” he says. “Our approach is, do it, test it, and if it fails, fix it. Proof of concept is always important with a project like this.”

Among the lessons Ecolab has learned so far is that, while personalization can improve customer engagement, it can take more than one visit before the customer starts seeing personalized content. Ecolab continually looks for ways to trigger the personalization score, such as by bringing visitors to the site through promotional links or clicking on high-value pages.

Up next: content for executives and engineers

Another critical lesson, Burkhart says, is to devise a personalization strategy that clearly spells out what steps on online seller needs to take to deliver the kind of personalized content customers want and find someone within the company to champion the strategy.

“As digital marketers, we are young, and sometimes the whole organization isn’t ready,” Burkart says. “But if you can find someone that can take the project on, it can get done, even if it is a multiple-year project.”

Looking ahead, Ecolab expects to create personalized content for specific customer types, such as engineers and senior executives, continue documenting performance though testing, and train the company’s various business units how to develop personalized content for their specific vertical.

“As a small team, we can’t do all the personalization work for each vertical, so our goal is to teach others how to do it,” Burkart says. “No digital journey has an end; it needs to keep on evolving as you go.”

Peter Lucas is a Highland Park, Illinois-based freelance journalist covering business and technology.

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2023 Web Design & Customer Experience Report

Adam Campbell — Mon, 16 Jan 2023 18:00:43 +0000

Website design and functionality undoubtedly affects customer experience and sales. 23% of shoppers are “frustrated” with slow-loading sites—causing many retailers to invest in new design and features to gain a competitive advantage.

However, even amid these frustrations, shoppers are less enamored with buying on a mobile phone than with buying on a desktop. A Digital Commerce 360 and Bizrate Insights survey in October 2022 of 1,107 shoppers showed a 10-percentage point difference in how often desktop shopping received a top score versus mobile shopping.

The 2023 Web Design & Customer Experience Report is packed with shocking data and surprising new trends, like the rise of virtual shopping in the metaverse and the expanded use of augmented reality to show shoppers how clothes will fit them.

This report examines what shoppers want from an ecommerce website and what retailers are delivering.

Get an inside look at trends in design, the change in tools that developers are using to design sites and exclusive findings from our extensive shopper survey.

View the table of contents for full details on what’s included in the report.

Published January 2023

WHAT’S INCLUDED

Extensive Overview on Web Features & Innovations

Read through our major findings on trends in website design, including:

A list of features and services Top 1000 retailers offer on their websites
Virtual reality and sizing tools
Adobe’s acquisition of Figma
Mobile vs desktop traffic
Customer service & artificial intelligence

20+ Data-Packed Charts

Start visualizing the power of strategies and trends in ecommerce web design and share critical data with your colleagues and clients.

Findings from a Shopper Satisfaction Survey

Digital Commerce 360 coordinated with Bizrate Insights to survey 1,107 online shoppers in October 2022 and hear firsthand what features matter most and how they wish to communicate from a customer service perspective.

WHY YOU SHOULD BUY IT

Digital Commerce 360’s Web Design & Customer Experience Report is a necessary guide to better understand (and profit from) the ecommerce technology landscape with significant challenges in ecommerce looming large.

Our latest analysis and data will help you make necessary investments and equip you with effective strategies to improve your website, enhance customer experience and drive sales.

OTHER CONTENT YOU MAY LIKE

Top 1000 Report

Analyzing North America’s leading online retailers, ranked 1-1,000 by web sales

How to Improve Conversion Rates Report

Analyzing retailers’ strategies and investments to increase conversion rates

Ecommerce Platforms Report

Analyzing the top ecommerce platforms and the retailers that use them

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How consumers shop for apparel online

Lauren Freedman — Tue, 20 Dec 2022 19:23:57 +0000

Apparel is a category near and dear to my heart. With the Top 2000 online apparel retailers projected to sell $134.67 billion in online sales in 2022, the size of the category makes this one worth watching. Digital Commerce 360, in conjunction with Bizrate Insights, surveyed 1,064 online shoppers about their apparel buying, what’s changed, […]

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Elastic Path eyes market expansion with $30 million in new funding

Paul Demery — Wed, 07 Dec 2022 23:39:25 +0000

Two trendy ecommerce technology terms tied to customized and flexible B2B and B2C ecommerce sites are “headless commerce” and “composable commerce.” Software provider Elastic Path, flush with new capital, is out to build on its connection to both.

Jamus Driscoll, CEO, Elastic Path

“I think we’re at one of the most exciting moments in the digital commerce industry that we’ve seen … and really feel like we’re at the foothills of the next major change” as companies build out highly customized websites as part of an extended digital multichannel infrastructure, Elastic Path CEO Jamus Driscoll said in interview today after receiving $30 million in new funding.

Elastic Path is known for its headless commerce software architecture, which separates the ecommerce engine from customer-facing interfaces and from back-end business operations software. That technology design enables online companies like manufacturers Konica Minolta, Illumina and Keysight Technologies to use extensive sets of built-in application programming interfaces, or APIs. That allows them to integrate disparate software applications to customize customer-facing content and service features without having to modify the ecommerce engine software.

A composable best-of-breed system

Elastic Path also is a proponent of composable commerce. Composable commerce is a new cloud-based version of the traditional “best-of-breed” system of deploying a mix of applications from multiple vendors rather than relying on a monolithic, single-vendor platform. Composable commerce uses cloud-hosted software and APIs to bring best-of-breed to a new level of flexibility and scalability in building ecommerce ecosystems to suit the complex and changing needs of B2B ecommerce.

While headless commerce and composable commerce offer significant advantages to deploy customized B2B ecommerce sites that support multiple channels, they can also present challenges for companies as they deploy and manage a large set of APIs and the API-supported microservices behind many online features.

Elastic Path is building out its technology and services to help with those chores. Backed by its venture funding — which now totals $150 million, including funds received prior to 2022 — Elastic Path is building out its services to help companies integrate multiple applications and compose a customized commerce platform. In the past year, the company says it has recorded a more than 200% year-over-year increase in customer subscription bookings.

Getting to the right level of control

Driscoll — an ecommerce technology veteran who is a former senior executive of the Demandware ecommerce platform acquired by Salesforce Inc. for its CommerceCloud software — noted that, as companies trade older monolithic licensed software platforms for the highly customizable cloud-based platforms, they’re looking for easier ways to reach that customization.

“The trick for the market is going to be: How do I get to that level of control without having to contend with all the software complexity that led me off the on-premise software?” he said.

Among its new commerce technology and services launched this year is an Integrations Hub, which it describes as a central repository of pre-built “low code” integrations of software applications that Elastic Path uses to help clients deploy integrated software.

Joe Cicman, senior analyst for digital transformation at Forrester Research Inc., says the integration hub is a vital offering designed to smooth out new headless and composable technology deployments.

“Elastic Path’s integration hub is an important development for the market,” he says, adding, “There’s been a race to build-out these types of snap-in adapters to make best-of-breed less complex. Software vendors and software integrators are throwing their hats in the ring on this.”

Elastic Path also introduced this year:

● Product Experience Manager, or PXM, for developing and managing product catalogs across multiple channels.

● EP Payments, a system of pre-integrated payment applications.

Elastic Path received $30 million in a recent funding round led by Sageview Capital. Early this year, Sageview joined BlackRock Investment Corp. and other investors in a $60 million funding round.

“Sageview Capital partners with industry-disrupting companies that are redefining legacy initiatives,” said Jeff Klemens, partner at Sageview Capital. “Our ongoing confidence in the team at Elastic Path is predicated on their commitment to leading and championing a new era in composable commerce.”

In addition to developing new technology products, Elastic Path will use its funding to reach out to more companies of various sizes to make it simpler for them to deploy headless and composable commerce platforms, Driscoll said.

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A good site can make or break the sale

April Berthene — Mon, 07 Nov 2022 17:55:54 +0000

You could have the best product in the world, but no one will know it if you have a poor site experience.  

And what a shame that would be. Online retailers can invest heavily in a quality product, provide fast fulfillment, and target the right shoppers in their ads, but if the site experience is poor, everything falls apart.  

A slow-loading site. Not enough images. Suggested products that don’t fit that shopper. Clunky search results. After a merchant makes all the necessary investments, it would be silly if one of these things kept a shopper from buying. But sadly, that can be the case.  

That’s why online merchants need to offer a good customer experience. The Digital Commerce 360 November Strategy Insights Report issue can be your guide to what to offer in terms of a quality online shopping experience and what shoppers expect.  

In my reporting for this issue, I interviewed Jay Nigrelli, senior vice president of ecommerce at Perry Ellis International. He outlined several initiatives the apparel merchant is executing to improve its ecommerce experience. Those initiatives range from launching buy online, pick up anywhere, to an avatar on the product detail page to help shoppers see the fit of a garment.  

While these are involved endeavors, he says success in ecommerce is about three things: 

“It’s a combination of really great product, building a really solid customer experience and driving the right qualified customers to your site,” he says. 

“Ecommerce isn’t rocket science,” he adds. “It’s making sure you are doing the appropriate things and finding the right partners to execute them.”

So well said. Merchants can’t lose sight of those three things, but they shouldn’t feel like they are in it alone. Ecommerce has a plethora of technology providers to help retailers along the way when they don’t have the internal expertise.  

Retail is at the forefront of providing a quality online experience. And it’s pushing other industries to do the same. Now, all merchants — whether online is their primary selling channel or not — need to offer this top-notch experience.  

I hope this report will give readers a sense of what their peers have prioritized, why and the results they’ve seen. And ways to implement that success either in house or with help from outside.  

Digital Commerce 360’s November Strategy Insights Report on the customer experience includes the following in-depth articles, written by Digital Commerce 360 editors:

How top merchants create the best customer experience

“Online shoppers want a fast site and their input to count” shares specific examples about how merchants took shopper feedback on the customer experience — such as a slow loading site or not enough product selection — and turned their ecommerce sites into better shopping experiences with higher conversion rates.
The data-focused story “Customer experience plays a critical role in conversion” reveals insights on what consumers say are the site features that make them convert. It also provides insights on which features retailers say they are investing in.
“How retailers continue to personalize with fewer ways to track shoppers” shares insights from retailers on the different tactics they use to personalize their websites.
“How top retailers create the best customer service” shows readers which site features Top 1000 retailers offer for others to benchmark themselves against. For example, 80.3% of Top 1000 retailers offer video on their site, but only 1.8% offer live streaming.

Download the free report here.

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Online shoppers want a fast site and their input to count

April Berthene — Tue, 01 Nov 2022 19:39:23 +0000

A fast ecommerce site is one of the top ways that retailers can offer a great customer experience, says Eric Elggren, co-founder of web-only leather accessories brand Andar. And a few seconds make all the difference to the shopper. This is especially true when a shopper doesn’t know the brand and is trying to learn […]

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