Many B2B marketers know by now that mobile buying is an important element to selling in their industry. Though apps and mobile-optimized sites used to be traditionally the territory of B2C, we now know that business buyers are increasingly using mobile devices and tablets to make purchases.
The Rise of Smartphones
Many companies now provide smartphones or tablets for their employees, so more and more B2B buyers are equipped with company-owned mobile devices. Every year, these buyers are becoming more dependent on these devices, and it’s expected that they will do a large percentage of their business from the comfort of their Android, iPhone or tablet.
This doesn’t mean that customers won’t interact with sellers through their usual interfaces. They’ll still visit your website and reach out to your customer service department. But new avenues and connections have been opened, and consumers will use them to engage with your business and search for information about your products.
The Importance of the User Experience
The very same consumers who favor mobile technology in the B2C world are also B2B buyers. After experiencing the relative ease of mobile shopping, many customers crave the same experience in the B2B sector. In order to remain competitive and appeal to a larger base of customers, B2B retailers have to adapt to mobile-optimized technology.
Online sellers like Amazon have set the bar very high. B2B retailers must create a functional, feature-rich mobile interface, without sacrificing speed and efficiency. Whether designing an app for your company or simply optimizing your website, allowing for all the functionality a customer would experience on a desktop computer is essential.
Mobile optimization means the ability make purchases with mobile devices, track orders, and contact customer support with the same ease as using a desktop interface. It also means the ability to search the entire product catalog and easily view product images and technical documentation.
Business-to-business selling also presents unique challenges in mobile commerce. Businesses need the ability to submit Purchase Orders, receive automated recurring billing, access special group pricing, and contact customer service – all on a mobile interface.
This may seem like a massive undertaking for any B2B marketer. But with mobile technology becoming the new norm, the need for mobile commerce is becoming more and more urgent. For instance, if a customer is browsing your product catalog on their train ride into the office or during their lunch break and they experience difficulty engaging with your site, they may return to their search results and simply move on to the next distributor. User experience can make or break customer loyalty, and a great one can increase sales and conversion.
Want to see how the Magento platform can help you deliver a mobile-friendly shopping experience? Contact us for a free demo to learn how Magento converts more customers and drives revenue with a mobile optimized B2B buying experience.
