B2B eCommerce Back-office Custom Features

Benefits of Custom Back-Office B2B Features

B2B customers increasingly demand user experiences that mirror B2C website designs and technologies, and the eCommerce landscape evolves constantly with new products, company mergers that introduce separate ERP systems and increased demand for the latest functionality features such as optimized internal searches, greater product-researching capabilities, in-house tools to reduce costs and procurement integrations. Customers demand greater leeway to customize and configure products, connect with third-party suppliers, vendors and company stakeholders, access their records from mobile devices and use intuitive features to place orders. Back-office customizations handle these and many other business initiatives and help to build an enterprise-level eCommerce platform that satisfies multiple business stakeholders.

1. Superior Inventory Management Through Custom Integrations

B2B Vendors often manage their inventories through Inventory Management, Product Information Management and other back-office applications that include simple spreadsheets and ERP software. A flexible, dynamic eCommerce platform needs to handle inventory from multiple product feeds, purchase orders, brick-and-mortar sales, showroom display needs, sales staff demonstrations and retail sales, if applicable, to update inventory figures, trigger automatic reorders and integrate with customer features to inform them of inventory counts and anticipated restocking and shipping dates.

Centralized control and synchronized updates in real-time are critical and among the most useful of B2B customizations. Customized inventory management consolidates sales orders across an organization, improves productivity, speeds restocking and reduces order-to-cash cycles to improve cash flow and customer service. The benefits that customized inventory management can generate for business include the following advantages:

• Sharing information through Electronic Data Interchange or EDI protocols
• Synchronizing data from multiple channels
• Empowering outside sales staffs with access to real-time inventory figures from their mobile devices
• Generating custom reports for any combination of products to drive sales efforts
• Selling products with confidence in meetings, trade shows, sales calls and demonstrations in the world
• Recommending personalized product suggestions based on immediate availability

Back-office customizations facilitate hundreds of B2B customer and associate relationships because everything a business does draws information from company records or is reflected in accounting. However, regular software — no matter how advanced — requires businesses to make adjustments. Customizations perform these adjustments automatically within the back-office software’s middleware layer so that B2B operations aren’t continually disrupted.

• Assigning attributes for internal and external product searches
• Supporting real-time payment authorizations
• Configuring product descriptions for catalogs with details like measurements, specifications, features, etc.
• Enabling customers to conduct their own research
• Confirming shipping options with one-click efficiency
• Handling and supporting administrative decisions on bulk pricing, sales discounts and coupon processing
• Tracking shipping through multiple carriers
• Getting confirmed information directly for advertising and promotional campaigns
• Associating mulitple shipping addresses to a B2B customer for split-shipping among multiple carriers
• Managing supply chain visibility, third-party logistics and fluctuating inventory levels at warehouses and distributor locations
• Estimating inventory and assets more accurately and integrating them into charts of accounts and financial reports to provide a more complete picture of company resources

These examples cover just a few of the options and benefits of connecting with third-party suppliers. No matter how extensive B2B online sales may be, adding automatic third-party connections increases sales and customer satisfaction and generates cost-value benefits. Companies can add customizations like these gradually to suit their business plans and evolving customer buying behaviors.

3. Store-Within-a-Store Applications

Emerging thought leaders across all B2B business models understand how important it is to react to market demand, satisfy busy customers who search for products on their mobile devices and take advantage of segmentation to offer special catalog lists and pricing tiers to various sub-groups. Store-within-a-store applications can benefit a range of B2B marketing strategies that include offering more compact catalogs to special segments, promoting branded merchandise separately from in-house or generic brands, creating B2B stores within larger retail operations and satisfying other special marketing and buying needs.

These sub-brands can be used to provide deeper product specs and descriptions, offer special pricing or discounts, trigger automatic sales help with complex orders, include highly customizable products and target distinct subsets of customer groups such as local clients or customers from defined geographic regions. For example, sub-brand stores might sell air conditioning systems in tropical regions and snow-and-ice management products in colder climates.

4. Separate Client Stores for VIP Customers

Large eCommerce stores often depend on sales to VIP customers, and many of these buyers need higher levels of support than regular customers. VIP customers might need more detailed product research and vendor support services, special lists of preapproved products, custom pricing, flexibility to customize products, products from only name-brand manufacturers or built-in ordering limits constrained by individual store deliveries, budget caps, seasonal boundaries and confidentiality or security-compliance issues.

These special product lists could challenge any B2B operation and its staff to comply with all these special requirements. Back-office customizations can craft special instructions and catalogs or stores-within-stores that only display approved products and limit orders based on customizable guidelines. The companies can still order other products if approved, which often requires approvals from multiple decision-makers. These store customizations can offer the following automatic processes:

• Providing information on new products to all decision-makers to expedite approvals
• Limiting catalogs for easier ordering on mobile devices
• Generating customized screens when customers log-in to the site
• Displaying special images, features, videos and specifications
• Automating split-shipping features to multiple customer store locations

Back-office customizations can handle any set of store-within-store instructions and prevent errors in processing, billing, pricing, returns of merchandise and website displays. Custom apps and customer dashboards are other options for customizing VIP customer orders.

• Segmenting and profiling customers with advanced techniques
• Researching intellectual property
• Configuring custom products
• Automating price quotations
• Offering third-party financing
• Developing custom business apps
• Extending fulfillment obligations and risks to third-party suppliers and distributors
• Managing business risks
• Ensuring regulatory compliance
• Recruiting participants for usability studies
• Providing custom access, features and marketing materials to partners, dealers and franchises
• Managing staff and optimizing HR deployment
• Reducing waste, inventory shrinkage, theft and fraud at storage and store locations
• Generating content for blogs, industry websites and social media
• Preparing advocacy kits to persuade multiple decision-makers involved in buying decisions

In-house IT teams and development partners can always hash-out the technical coding details of integrations and customizations for any B2B eCommerce business, but a general overview of the steps can prove useful to decision-makers when determining company strategy. The best practices for developing these customizations include the following points:

• Analyzing the back-office needs and front-office opportunities that customizations can satisfy
• Determining which B2B document protocol to use such EDI (Electronic Data Interchange X12), OAGIS (Open Applications Group Integration Specification), UBL (Universal Business Language), HIPAA (Health Insurance Portability and Accountability Act), HL7 (Health Level 7), EDIFACT (Electronic Data Interchange For Administration, Commerce and Transport) and others
• Defining the documents and deploying them to metadata
• Customizing support for partner-specific types of documents
• Using third-party and open source modules to speed development
• Bundling Web services to build greater functionality
• Confirming information that originates from blogs and social media
• Determining what information need to be loaded in real-time and information that can be loaded asynchronously
• Testing customizations

Custom development — while seeming complex and challenging for eCommerce companies — can actually go smoothly when B2B companies partner with the right teams of engineers. The returns from customizations and third-party integrations can be enormous Best practices for customizing back-office software include collaborating with outside teams and using Web resources. As company needs and B2B trends evolve, websites might need upgrades, new iterations or new customizations, but working carefully with a trusted development partner to develop custom back-office features, front-end integrations and external connections can accelerate the process by identifying these needs and opportunities proactively. Choosing a robust and customizable B2B platform also facilitates the process of customizing back-office features, upgrading them and making any indicated changes.

Expert Custom Back-Office Development Tips

Our experts at Clarity Ventures understand eCommerce software applications from the front-end to the back of the house and are ideally positioned to work with your IT team to install, configure, integrate and troubleshoot customized back-office features that match your company’s business model and operating processes. The beauty of having a customizable platform is that it’s scalable so that you can add the features you want as needed or practical for budgetary reasons. Whether you need special management features for sub-brands, synchronization with shippers or other outside associates, exclusive catalogs and prices for VIP customers or differentiated management of product information or inventory, our team brings collaborative skills to the process of integrating custom back-office functions into your eCommerce platform. We can help you integrate CRM solutions, SaaS applications, local IT resources, distribution channels, retail or business store operations and supplier and vendor connections as needed. Call or contact Clarity Ventures today to see how we can collaborate with your IT staff to code customized features to empower your business and customers.