Welcome to the

B2B E-Commerce

Summit 2020It’s a constant evolution!

The most

important KPIs for

your B2B web store

September 24, 2020

Nicole Fearon

Enterprise Channel Sales Manager

Customer-centric Channel Sales

Manager. I love working with customers

and partners to help them gain value

using Sana’s software.

+44 7486 361454

n.fearon@sana-commerce.com

Success in commerce was found by

building lasting relationships with

customers that depend on them,

not by competing on price and

product alone.

How have

companies like

you found

success?

75%

B2B customers

make 75% of

their purchases

online.

Source: Sana Commerce and Sapio, 2019

Buying habits

have changed

drastically

To meet the evolving

needs of your customers,

you need to deliver the

same experience

online that has made

you a success offline.

Foundation

The B2B e-commerce journey

Adoption Optimization Acquisition Innovation

Strategy

What is a performance indicator and where does it fit?

OKRs KPIs

• Customer satisfaction

• Cost reduction

• Efficiency

• Revenue

• Brand image

Key objectives in B2B e-commerce

Prioritize relationships, not just transactions.

Key KPIs for all stages and objectives

• Customer adoption:

• Number of existing customers using the site

• Return visits:

• Number of times these customers come back

to the site in a period of time

Customer satisfaction

Challenge

• Low user adoption of

old portal (<10%)

• Compromised

convenience

• Compromised

reliability

Result

• Rolled out to 10

countries and counting

with on average 25%

adoption in first year.

• Complex production,

order and logistic

processes easily made

available online

Solution

• Sana Commerce

for SAP

• Total customer

journey supported for

building contractors

Case study

Forbo Flooring• Leading producer of

sustainable floor coverings

• 5,500+ employees worldwide

• 25 production and distribution

companies

• 6 fabrication centers

• 44 pure sales organizations

• €1.2 billion net sales in 2019

• Number of orders processed

• Percentage of total orders processed through the

web store

Cost reduction

Challenge

• Self-built webstore with numerous links to the ERP

• Duplication work and manual updates to the webstore

• Not all information available for customers

Result

80% of orders

processed through the

web store, saving up

to 3 hours a day of

administration time.

Solution

• Sana Commerce for

AX ERP

• Single source of

information on

products, customer

ordering and B2B

self-service

Case study

Berg• Producer of outdoor toys,

known for its trampolines and

go-karts

• Distributes to a worldwide

dealer network of resellers

• Established in the

Netherlands

• Percentage growth in number of orders processed

– in office hours/out of office hours

• Conversion rate – number of visitors and orders

Efficiency

Challenge

• Basic e-commerce

store

• Text’-heavy site

• Customers were

calling or emailing to

place orders

Result

• 2x conversion rate

• 64% more new

clients opened

accounts

• Sales increased by

25%

Solution

• Sana Commerce for

SAP

• Better online

customer services

with online chat

function and

automated ordering

process

Case study

Hummert• Distributor of horticultural

supplies and equipment

• Customers in 50 states and

70 other countries

• Founded in 1932

• Passion for horticulture and

commitment to excellent

customer services

• YoY growth overall

• YoY growth by customer segment

• Percentage increase in average order value

Revenue

Challenge

• Phone-based sales team

• Many customers wanting to order outside of office hours

• Complex pricing structure

Result

Increase in average

order value of 35%

Many of the

company’s bigger

customers are

ordering online

Solution

• Sana Commerce for

AX ERP

• Custom client data

with seamless

integration to

webstore and 24/7

ordering

Case study

Pelican Rouge• Leader in coffee solutions

from bean to cup

• Serving 7m coffee lovers

every day

• Active across Europe

• Repeat orders

• Referrals

Brand image

Challenge

15,000 products sold

through retailers and

wholesalers in over 80

countries in 5 different

languages

Result

50% of repeat orders

via the web store

Solution

Central platform for

sales with automated

order processing –

B2B and B2C

Case study

Boards & More

• World's leading manufacturer

of sports equipment for

windsurfing, kite surfing and

paddle boarding

• Sales in Europe through

retailers and in 80+ countries

worldwide through

wholesalers

Which KPIs To Choose?

KPIs should help

They shouldn’t

overwhelm. Choose a

few to use

KPI is an indicator

Investigate underlying

causes fully

Things change

Review objectives and

KPIs regularly

KPIs are useful. But here’s the caution:

Prioritize

relationships,

not just

transactions.

Sana Commerce