We have to admit, as a society most Americans have become lazier, or perhaps we’ve been conditioned to expect more, faster, with little effort as possible. Literally never having to leave the house for items delivered to your front door is just one shining example. But, hey, what’s not to like? Yet, this begets a Read more
E-Commerce
We have to admit, as a society most Americans have become lazier, or perhaps we’ve been conditioned to expect more, faster, with little effort as possible. Literally never having to leave the house for items delivered to your front door is just one shining example. But, hey, what’s not to like?
Yet, this begets a larger problem. Because homeowners can get something cheaper delivered to them in a relatively short amount of time lends itself to receiving, what I call, in some instances, junk. Eliminating the professional plumbing installer is a problem in and of itself, but do we really know where these items come from? Take, for example, products within our own plumbing and HVAC markets? Tools, fittings, pumps, plumbing fixtures, etc., are now “flooding” the streets with no real traceable origin, and no compliance or testing to boot.
The issue of counterfeit or noncompliant products on various e-commerce platforms is a real concern of the industry. A couple of weeks ago, I attended the Plumbing Industry Leadership Coalition (PILC) and this topic of conversation came up; it was presented to the attendees that on behalf PILC—of what I call all of the acronyms in the industry (ASPE, PHCC, IAPMO, PMI, etc.)—a letter was being drafted to legal counsel at Amazon, for example.
In fact, one of the charter members of PILC mentioned that they had purchased 25 showerheads off of an e-commerce site. These items claimed to be nearly 2.0 gallons per minute, and when measured at local testing facilities, approximately 20 out of the 25 fixtures were actually near a 6.0 gallon per minute measurement. That’s a huge discrepancy.
And that’s just it. Getting stuff delivered to your door—relatively quickly and cheaply—can be good for your endorphins, but it also can be a huge problem. There is no testing, certification or compliance happening from these “third-party vendors.” As mentioned above, it can cause harmful risks, and could potentially cause a water sustainability problem. Again, therein lies the problem.
Realistically, what can be done about it? PILC suggests a number of action items, which include implementing a stricter verification process, ensuring that all legal and safety standards by either requiring certification or at least to verify that certification claims are true, and provide better transparency: provide clear information about the compliance and certification of products, making it easier for consumers to make informed decisions.
Provides Easy Access To More Than 8,000 SKUS H2 Brands Group, formerly World and Main, is a leading national consumer products company with a growing portfolio of nationally recognized brands in the home and hardware category. Today, the company announced the launch of its new and improved B2B e-commerce site: Home | H2 Brands Group (h2bgroup.com). The website is Read more
Provides Easy Access To More Than 8,000 SKUS
H2 Brands Group, formerly World and Main, is a leading national consumer products company with a growing portfolio of nationally recognized brands in the home and hardware category. Today, the company announced the launch of its new and improved B2B e-commerce site: Home | H2 Brands Group (h2bgroup.com). The website is designed to provide customers with easier access to shop H2 Brands Group products 24/7.
The online ordering website has been revamped for an improved user experience that streamlines the ordering process for more than 8,000 SKUs, with more being added in the near future. Top features include greater search capabilities via category, brand or promotion, as well as the ability for customers to create/save shopping carts, save favorite products and keep track of open orders and order history. With the new online ordering website, customers will find enhanced digital assets including product and packaging photography, as well as videos.
“We are thrilled to offer our partners a new and improved e-commerce site to shop their favorite products and explore new ones,” said Maria Arhontoulis, Director of Marketing & Communications, H2 Brands Group. “Our new easy-to-navigate platform is aimed to help our partners quickly find the best products at the best prices for their customers, delivered right when they need them.”
E-commerce solutions for the kitchen and bath industry are crucial for contractor suppliers. The right online solution must combine the complexity of business-to-business with the ease of consumer simplicity. It can enhance, develop and support customer relationships. But it involves the relentless pursuit of the exact mix of data, technology, training and support. In the Read more
E-commerce solutions for the kitchen and bath industry are crucial for contractor suppliers.
The right online solution must combine the complexity of business-to-business with the ease of consumer simplicity. It can enhance, develop and support customer relationships. But it involves the relentless pursuit of the exact mix of data, technology, training and support.
In the end, it preserves old-school relationships, adds a new-school solution and becomes a tool to spur new business.
A Rich History of Relationships
Contractor supply has historically been a relationship business. Customers go to the supply house and develop face-to-face relationships with staff, who become more than just order-takers.
Tailoring the right online solutions for customers can maintain that personal touch and help everyone get their jobs done faster.
What Customers Want
Distributors are adapting to a changing buyer profile that expects online services – from requesting and checking quotes, to reviewing local inventory and pricing in real time, to placing orders quickly for scheduled delivery.
But e-commerce systems and personnel can do more than help current customers. They can help win new business.
E-commerce is more than just creating a shopping cart. It’s a complete digital transformation.
A Complex Transaction
It’s critical to get input from both customers and from every level of the supplier organization. At MORSCO, we listen closely to customers, as well as our inside and outside sales teams, operations, accounts payable and other internal stakeholders. All these parties must help develop the solution and train customers afterward. It becomes everyday business, not just a one-time project.
Keep it Personal
Even with stakeholder input from all levels, e-commerce can still seem impersonal. But with support from the staff at the local branches – particularly inside sales—and with communication from local contractors, the face-to-face support will remain. Orders and follow ups should go through the local branch—not a call center—so customers know they are still dealing with suppliers at the local level who understand their needs.
The right online solution also frees up time for the outside sales staff. With advanced features, like easy-to-use custom pricing and quoting tools, the outside team can better support new and potential customers. Instead of tracking down invoices and delivery slips, outside sales reps can leverage digital platforms to spark better conversations with customers, bringing sophistication to a centuries-old industry.
Suppliers in the kitchen and bath industry, meanwhile, can continue to serve as personal consultants, troubleshooters and more, all in a face-to-face capacity. That provides better, faster service, while maintaining an unmatched level of local, personal support for customers.
Benefits for Vendors
E-commerce sites can also serve as a vendor’s marketing tool, salesperson and cashier. Benefits include:
- Mobile solutions like phone and tablet access that help customers search for products and inventory at the local level and place orders anywhere, anytime, including on job sites.
- The ability to increase customer reach and become the preferred online vendor for customers.
- Increased sales and loyalty with existing and new customers.
The Right Solutions
So what does it take to offer world class e-commerce? Solutions that:
- Help people get jobs done more efficiently, freeing talent for higher-value tasks. Viewing and paying invoices can now be done online, much more quickly, and at the customer’s convenience.
- Allow access anywhere from desktop computers to job sites through mobile phones. Offer technical documents, catalogs, component and accessory information, as well as substitute items and recommendations.
- Include side-by-side input from customers and support from employees.
- Invest in training for all sales and branch staff, ensuring the face-to-face support can be seamless and add value.
- Offer support that involve local branches, which are critical for both your customers and your employees. Be sure users know the types of support offered and that support tickets are addressed quickly and completely.
- Leverage technology: Power your digital customer experience with top-tier e-commerce, search, marketing automation, analytics, and data platforms. At MORSCO, this gives customers the 24/7 access they need, increases our ability to make complex online transactions that vary by a customer’s needs and creates the customer value that goes beyond the online shopping cart.
E-commerce solutions must remember the importance of the long-standing relationship nature of the business. It’s an exciting time for those who can adapt.
Story contributed by by Darren Taylor, CMO, MORSCO