A promotion offered to someone who was not looking for it uselessly reduces profit margins (that is, what is defined as “value left to the customer”) and, even worse, risks compromising the customer’s perception of the product or the company selling it.
This is why it is fundamental to guarantee a punctual control of price policies towards customers.
In “physical” sales the salesperson’s ability is crucial when transmitting the product/service value and managing relationships with customers, but nowadays this is not enough: intelligent applications are necessary to support sales (or purchases, as in B2B-commerce) to be able to deal with an increasingly amount of information.
Applications like this must be able to rely on:
- a highly-evolved engine allowing configuration of specific promotional mechanisms, able to manage both the “descriptive” customers’ features (geography, dimensions, etc.) and also their purchase logics (for example, delivery dates, urgency, delivery addresses, product perishability…);
- a software allowing modelling saleable product assortments, visible or suggested to customers, their corresponding price and discount conditions on the basis of date, sales channel, order total amount (or its net marginality) or the presence/absence of a certain quantity mix for some references inside the order/cart.
In a B2B e-commerce context it is essential to suggest options that anticipate customers’ needs, proposing the products they usually purchase or suggesting new or substitute ones, when marketing strategy establishes so. The possibility of encouraging new orders by introducing discount vouchers or activating automatic promotions, connected to a continuous purchase behaviour throughout several sessions (previous orders), increases customer loyalty and creates new sales opportunities, fostered by different channels.
The purchase experience must be consistent in the transition between the various sales channels: this is why companies like Granarolo have adopted an omnichannel platform that guarantees onroad sales, pre-sales, merchandising, B2B and points of sale interaction.