Pushing Beyond E-Commerce

this starts with the features and functionality of their website.

A robust, intuitive, highly functional web presence is already an important sales channel for most distributors--and an increasingly central component to their marketing, customer service, and communications activities.  Yet, as mentioned earlier, many distributors indicate they are "not easy to do business with."  In many cases, this starts with the features and functionality of their website.

Today's websites must be well developed, information-rich, and equipped for e-commerce and online customer service.  The most basic expectation is that a distributor's website facilitates the quick and accurate completion of various transactions (such as sales, returns, discounts, rebates, and application of payments) via an intuitive interface.  Automating these tasks is is essential to improving response times, reducing errors and assuring reliability, which collectively creates differentiation for the distributor.   The e-commerce experience should provide other functions, such as advanced product search; an easy-to-navigate product catalog (one that provides specification, images, schematics, price, and performance information, ready access to order history, and status; updated material safety data sheets (MSDS) where applicable; and multiple "contact us" options via e-mail, chat, or phone.

ACTION POINT:  Use your website to automate and enhance the customer experience.