A recent study has found that 41 per cent of Australian business-to-business (B2B) buyers make workplace purchases online through PC, smartphone or tablet more than 50 per cent of the time, according to the the global study, Mastering Omni-Channel B2B Customer Engagement, commissioned by Accenture Interactive, part of SAP hybris.
Conducted by Forrester Consulting, the survey polled 2000 B2B buyers and sellers across Asia-Pacific, North America, Latin America and Europe and 50 of those companies were based in Australia.
Results showed that for work-related purchases made offline, 35 per cent of buyers researched online as part of the process 75 per cent or more of the time. Also, 49 per cent of respondents reported they researched online more than 50 per cent of the time.
Additionally, findings showed that to conduct the research, 84 per cent of buyers use a laptop, 83 per cent use a desktop computer, 55 per cent a smartphone and 62 per cent use a tablet.
According to results, 62 per cent reported they felt as though the vendors ‘knew’ them across various channels of choice because their information carried across multiple channels. Also, 57 per cent of buyers felt vendors for B2B purchases ‘usually’ understand past purchases, with 26 per cent that felt vendors ‘always’ understanding past purchases.
Accenture Interactive global digital commerce lead, Anatoly Roytman, said today’s buyers are empowered by digital channels and are exerting more control over the sales process.
“The stakes have never been higher for B2B sellers to create a positive online customer experience, one that is in integrated with existing channels. Those who deliver a seamless omni-channel experience will be rewarded with repeat business and loyal customers.”
According to the survey, the three capabilities that most would like their B2B supplier to offer included enhanced search functionality on the website (52 per cent), ratings and reviews of products/services (56 per cent) and information about promotions and special offers (54 per cent).