Guest contributor

How to Succeed at Digital Transformation in B2B eCommerce is our recently released whitepaper. Each chapter of the whitepaper features insights from industry experts. This feature from Josie Kidd, Digital Experience and Enablement Manager at Swisse Wellness, discusses how to get started with personalisation in B2B transactional commerce.

“The key to delivering a successful personalisation program as a part of any digital transformation roadmap is providing relevant experiences and communication to the right customers, with the right message, at the right time. Although this might sound simple enough to achieve, it’s not simple at all to master.

The challenge with getting started can be a temptation to go too granular.

Start by understanding your goals and business challenges. Do you want to increase on-site lead capturing? Increase specific sales revenue metrics, such as average order value? Improve customer experience and satisfaction metrics? Personalisation may be the right enabler to help.

Then, understand the highest value customer group opportunities and focus on these initially. Is there an opportunity to drive incremental revenue from your loyal champion customers? Is it a big-enough audience to generate ROI or should you go wider?

Finally, once you have answered these questions, you can begin planning your personalisation tactics. Whether through content generation per customer group or segment, structured digital marketing activities or the implementation of personalisation software”.

Enjoyed Josie’s expert opinion? Read the full Merchandising and Personalisation chapter from the B2B whitepaper: ‘How to Succeed at Digital Transformation in B2B eCommerce’ here: download the whitepaper.