COVID has heightened the benefit or, and interest in, eCommerce for electrical distributors. Our second and third COVID-19 Electrical Market Sentiment Reports have shown that those with an eCommerce offering have seen online sales increases. Further, from conversations with distributors, their site activity increased. The benefit is that these companies had lower sales declines (and some increases) AND were able to better serve their customers.
A further benefit is that their remote workforce had access to an online resource, other than manufacturers, for quick, easy, product research.
With increased awareness and interest, we’ve heard of increased interest from “non-users.” While most $100M+ distributors have already made the investment, those below express frustration at the investment level when they hear mid six-figure investment levels and 12+ month deployments for an “industry-recognized” software brand.
And most of these companies are not overly familiar with conducting a software package evaluation, other than for an ERP system or add-on module.
The functionality of these systems has become “standardized”, so finding first sufficiency versus your competitors is step one.
Last month Forrester released “The Forrester Wave: B2B Commerce Suites, Q2 2020” which provided reviews on 13 eCommerce providers. To of them, Episerver (whose Insite offering is used by a number of mid-larger distributors) and Unilog, are known in the industry. Many of the others have name recognition but either little traction in the industry or are focused in other markets.
While the analysis of these two companies is interesting, and both are in the “Challenger” category with Episerver rated as a slightly stronger current offering, they are not viewed as Contenders, Strong Performers or Leaders. Remember, focus on “sufficiency”, but if “challengers”, perhaps other criteria (i.e. affordability) should be considered.
Forrester Criteria
Forrester ranked the companies in three areas with multiple criteria. They are:
- Current offering
- Sales channel support
- Personalization
- Business intelligence and analytics
- AI and machine learning
- Commerce suite
- Commerce management
- Platform
- Strategy
- Product vision and roadmap
- Delivery model
- Supporting services
- Delivery and extensibility ecosystem
- Market presence
- Customers and customer acquisition
- Total gross merchandise value (GMV)
- Product revenue
Forrester is, for the most part, evaluating the company, not specific functionality in the offering.
Some key points from the report that could be of value as distributors conduct their own evaluation:
- “ Providers that lead the pack demonstrate deep, prebuilt integrations and strong user tooling.”
- “More of the leading platforms are opting to assemble a suite of best-fit solutions.”
- “B2B businesses expect to choose the best-fit solution for their vertical industry-specific needs.”
- Look for app stores for add-ons
- Prioritize the business user experience
- Personalized catalogs have become a commodity (expected feature)
Since the report only covered two systems that are used in the electrical industry, and there are a number of others, we’ll leave it to you to obtain the report (you can get a free copy from Adobe’s site by registering, from CommerceTools, or reach out to us for input), so we can remain neutral.
Determining a platform is only a piece of the decision. Traveling the eCommerce is not “buying an eCommerce system”. It’s a long investment. It is similar to what many hear regarding boats … you are always investing into it because there are new, desirable, features; new tools to help drive utilization or mine data; new ways to serve customer needs and, the software obsoletes itself. Further, the pricing models are essentially set-up plus monthly fees. The trend is to SaaS models where upgrades / new functionality are included. Some still “nickel and dime.” Some require an integrator (a third party to handle the implementation) which adds costs.
When making a decision, consider product content early in the decision-making process. Will you need to build it, pay per SKU, source from manufacturers, or …??? Make sure it can be easily integrated into the system. And depending upon your planned usage, a PIM is not needed.
Forrester’s insights outline a supplier decision roadmap. Understanding your competitive environment, your customer needs, how you will use the system, your expected benefits based upon your business plan are keys to setting your budget and developing something that works for you. It’s not like building a branch (literally) where you own the land and moving can be cost-prohibitive. It’s software and you can change if you outgrow it. Speed to market and iterative development (innovation) are key to supporting your customers.
What eCommerce platform are you using? If your company offers eCommerce, has it benefited your customers throughout COVID-19?
Channel Marketing Group has helped distributors gather customer eCommerce insights as part of their eCommerce development journey and conducts customer eCommerce customer satisfaction on a distributors current solution. In 2018 we conducted research on the State of eCommerce according to electrical buyers with over 1000 responses. The report is available as a reference of buyer expectations – online purchasing is not #1 objective.
2 Comments
Your article is spot-on regarding three important points:
• Larger distributors have made massive investments in e-commerce initiatives and have created a temporary competitive advantage over their smaller counterparts. Along the way, they often spend upwards of a half million (or more) in creating their presence.
• Historically, sub-100 million-dollar distributors have struggled to justify similar expenditures. Spending half of the company’s annual bottom line on e-commerce isn’t something a thinking person does without some forethought.
• Developing a working system takes a long time. Maybe a year, sometimes longer.
I would like to suggest an alternative evaluation plan for small to mid-sized distributors.
• Does the supplier provide you with product content? One would think manufacturers would have internet ready content, most don’t. Creating content is massively time consuming and expensive.
• Is the product content complete? Would you make an Amazon purchase if there were no pictures, no product data or no specifications? Probably not. Your customers aren’t going to be impressed with part number only e-commerce listings.
• Does the content include “long-tale” and seldomly purchased items? If not, you may miss the opportunity to capture a new customer.
• Does the system suggest add-on sales? Most distributors wish their inside sales team would make suggestions, why add a new tool that doesn’t?
• Does the e-commerce solution easily connect to your ERP system? A stand-alone system which doesn’t connect creates no efficiency for the distributor and clunky operation for the buyer.
• How long does a typical start-up require? The COVID-crisis is driving people to the web. If your system isn’t operational until Corona means beer instead of virus, you may have missed a big opportunity.
• What investment is required to develop a webstore? Large upfront costs? Costs for maintaining, adding new content and adjusting for changes in search engine operation?
I would like to invite distributors to visit KYKLO. We stand alone as the tool that allows small and mid-sized distributors to level the e-commerce playing field.
Your article is excellent David. I would build on Gartner’s evaluation criteria to add specific questions for potential eCommerce solution partners:
1) Does the solution consistently provide 99.99% uptime?
2) Does the solution meet core security and compliance regulations – PCI (Credit Cards), Global Data Privacy(GDPR), real-time threat identification and mitigation from “bad actors”
3) Sub-second response on all actions with unlimited scalability in terms of SKU’s, transactions and users
4) 100% mobile responsive
5) Rich ERP integration with real-time pricing and inventory
6) Delivered with next generation Electrical Product Content updated frequently as part of the service
7) Ability to manage unique product catalogs and pricing specific to each end-customer
8) Rich configurable B2B procurement capabilities – integrated quoting, approvers, budgets, cost centers, PO’s, Punchouts, etc.
9)Amazon-like search with full control to promote preferred brands and products
10)Enable unique customer experiences when logged in – customer segmentation to facilitate appropriate promotions and offers that are relevant to the customer
11) Fully customizable look and feel to the website with intuitive drag and drop controls
12) Rich marketing tools – BOGO, Coupon Codes, Loyalty Rewards Program, Gifts, etc
13) Full SEO controls
14) Frequent delivery of new features and upgrades with no additional fees
15) A partner that works with you over the long term to guarantee your success
This is how we (ES Tech Group) go to market with our eCommerce solution, EvolutionX. Visit our company website – http://www.estechgroup.io – and learn about our solution specifically created for electrical distributors with our rich product content partner, Distributor Data Solutions (DDS).
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