Benefit #1: One solution, endless customizations.
Although B2B buyers and B2C shoppers both want seamless, compelling experiences, their inherent patterns do carry some important distinctions. Your commerce platform should let you manage the nuances of your audience’s shopping patterns and control the experiences from a single interface.
Unified commerce can be a helpful way to maximize the time, energy, and output of your various creative functions. It allows you to seamlessly use many assets developed for your store across audiences and focus on customizing those pieces that matter to enable differentiated, relevant browsing and purchasing. Your different audiences will always feel like your site offers a place for them — an important added value for your ongoing loyalty and retention efforts, as well as cost savings.
Creating a single site to serve multiple audiences helps you gain site design and content efficiency. Most companies start with a primary consumer site and then add in custom promotions, messaging, content, purchasing options, and more where relevant for B2B customers so that they have a tailored experience. It just requires a small bit of incremental work to serve B2B clients.
You can also create multiple sites. Depending on your strategy and the audiences being served, you can have shared usage of visual assets and content.
A unified commerce platform provides you with the flexible capabilities to customize for a variety of B2B and B2C customer needs, including the following:
• Custom catalogs and price lists.
• Multi-site management capabilities (for different brands, product lines, and geographies).
• Customer segmentation and targeting — to help various types of buyers receive different product recommendations, promotions, and content on site.
• Full set of merchandising and content management features so business owners can easily create compelling, optimized sites (often with deeper information for B2B buyers).
• Fulfillment options that meet requirements of individual versus bulk shipments.
Here are some examples of how businesses can deliver equally compelling experiences to their B2B and B2C customers from a single solution:
• Enable B2C guests check out, but require B2B log in.
• Control which products are shown to various shoppers.
• Set different pricing structures for individuals or groups of customers.
• Configure and customize promotions, catalogs, and cart rules.
• Refine the content experience by customizing banners, blocks, and widgets from the same interface.
A personal touch across the globe for Brown-Forman.
The Brown-Forman Corporation is one of the largest American-owned spirits and wine companies, representing iconic brands including Jack Daniel’s, Finlandia, Korbel, and Chambord. These brands are rooted in multiple generations of craftmanship and tradition and are available in 160 countries — so global sales are important. Historically, Brown-Forman sold their products exclusively through distributors and retail partners, but they wanted to make it easier for consumers and small businesses to engage with their brands, even if they couldn’t personally visit their distilleries.
Working with Magento Global Elite Solution Partner Vaimo, the company built a content-rich, responsive site that allows them to perfectly blend storytelling with commerce while offering products that cannot be found in stores: special vintages of whiskey, limited-edition bottles, and gift bundles. The webstore powered by Magento Commerce Cloud, part of Adobe Experience Cloud, is fully integrated with Magento Order Management, including payment solutions, and it offers features like personalized engraving on bottles of Jack Daniel’s. Meanwhile, the Magento Order Management multi-site and multi-brand functionality perfectly positioned the brand for easy expansions into Germany and Australia.
In the Australian market, the company focused on the Brown-Forman brand and modernizing the ordering experience for bar, club, and restaurant owners. The spirits market in Australia is closely regulated with a limited number of liquor licenses available. Competition for these orders is fierce. Customers were tired of placing orders the old-fashioned way: sales reps would walk into a sports club and want to talk about football before finally taking the order. This took up far too much time for busy owners. They just wanted to place their orders using their mobile phone.
Serving the needs of both consumers and small business buyers from the same platform enabled Brown-Forman to become more agile and efficient. The company recently launched another direct-to-consumer site in Germany, again, using the same Magento platform. Magento Commerce Cloud and Magento Order Management allowed Brown-Forman to manage the entire process from one platform, integrated directly with their existing ERP system.
International expansion is easy. New sites in different countries use the existing infrastructure while customizing the user experience to local needs, including local products, pricing, images, offers, and more. Meanwhile, Magento Order Management captures online orders, passes them to warehouse partners for fulfillment (which vary by country), and then moves them along to the ERP system. And everyone gets their bottle of Jack.
By using investments made globally, Brown-Forman can grow their brands locally with greater efficiency. Consumers and businesses alike can engage with their brands and experience the craftsmanship and traditions for which their flagship brand, Jack Daniel’s, is known.