Businesses should have a smooth omnichannel buying experience to earn B2B buyer loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 20, 2020, 4:08 PM UTC

98% of buyers prefer having uniform purchasing experience across all the channels.

This piece suggests businesses should avail payment options across all channels to foster Omni-channel buying experience for users. Marketers should maintain consistency with flexible payment capabilities like purchase controls and dynamic pricing, among others, which are visible at every touchpoint.

Businesses should offer flexible payment options like invoicing at checkout with 30, 60 or 90-day terms. Providing multiple options can help brands get higher order volume and inspire repeat purchases. This will also allow businesses to go beyond the reliance on credit card payment options.

The author suggests marketers should also offer an efficient website experience and update the purchase portal to bolster B2B buyers’ loyalty. Providing seamless buying experience from on-boarding through repeat purchases can help businesses reduce cart abandonment and enhance customer experience.

Read the original article

[3 minute read]