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Channel Conflict

Manufacturer eCommerce Solutions: Channel Conflict

Channel conflict alone has kept many manufacturers out of online sales for fear of hurting current business relationships with their vendors. But that has also meant the loss of some remarkable opportunities to create and exploit some amazing new sales channels.

There are more options than you might realize

If a manufacturer only considers consumer direct online sales it’s clear that channel conflict can endanger existing vendor relationships. But direct sales are only one venue for manufacturer eCommerce. If you think about all the ways that your product can marketed, then a world of opportunities opens up. All without damaging existing relationships.

Options for manufacturer eCommerce include:

  • Specialty stores for specific vendor segments.
  • Regional and local language online catalogs for vendors.
  • Refurbished and closeout online stores.
  • Private label consumer direct sales.
  • And much more.

The online store is only one option for manufacturers. Multifront can open a world of potential for manufacturers. There are many ways that you can take advantage of eCommerce if your systems are flexible enough. Znode designed Multifront to be flexible, fast, and affordable, all with the needs of manufacturers in mind.

Photo by quinet

The Latest Trends in eCommerce User Experience

It’s finally 2016 and a great time to evaluate your eCommerce user experience. Holiday shopping is over, so you probably have oodles of analytics and data.  Now is the time to make some tweaks to your eCommerce site.  It seems like there are new trends every day. We’re here to break them down (note: this a list, not a ranking of importance).

Responsive design.

It’s the hottest buzzword in the techsphere because everyone is using a mobile device.  Shopping on a mobile device is more popular than ever.  Internet Retailer recently cited a report from Forrester that $1 trillion in purchases were influenced by a mobile device in 2015!  So that means a shift towards mobile shopping, making responsive web design (RWD) especially important.  Mobile shoppers quickly get discouraged if the process of completing a transaction is hindered by a messy, non-responsive eCommerce store.

Personalization.

Tailor your website and mobile website for your customers.  This might be a “Hello,” message, product recommendations, or anything that adds a personal element to the online shopping experience. You’ve made an effort to differentiate your customers and this makes the user experience unique.  As Practical Ecommerce notes, online shoppers want to feel like people, especially when it comes to things like product recommendations or “frequently bought with” prompts.

Communication.

Your eCommerce store needs to have every form of contact information and all of it should be easily accessible. A phone number, email, and even social media should be clearly visible because customers always have questions.  If I can’t quickly find a phone number during my shopping experience, I probably won’t complete my purchase.

Now, don’t go and completely change your site from top to bottom!  That will just confuse your customers and search engines.  Rather, look at pain points on your site and use these tips as a guide to plan your strategy.