DIGITAL TRANSFORMATION · FRAMEWORK
A five-step framework for the e-commerce of industrial products: from customer procurement journey, product stratification, channel rules, pilot operations to indicator review, to reduce online and offline conflicts.
When industrial product companies build online channels, what they really need to design isHow customers discover products, verify fit, obtain quotes, complete delivery and receive after-sales support. Platforms are simply tools that host these processes.
Mapping the customer purchase journey
first step,Mapping the customer purchase journey. Distinguish between repeated procurement of standard parts, complex product technology selection and project-based procurement; different scenarios have different requirements for online information and manual services.
Stratified by product and customer
The second step,Stratified by product and customer. For SKUs suitable for online self-service transactions, transparent inventory and prices can be trialled first; for products that require solution design, sales and engineers will be retained to participate.
Develop channel rules
The third step,Develop channel rules. Clarify lead attribution, quotation authority, dealer service income and cross-regional customer handling methods to avoid damaging the original cooperative relationship after the digital channel is launched.
Choose a controllable pilot
The fourth step,Choose a controllable pilot. Verify the process with limited regions, product groups and customer groups, and record consultation conversion, order fulfillment, returns and exchanges, and channel feedback.
Review by operating indicators
The fifth step,Review by operating indicators. In addition to traffic and orders, you should also pay attention to customer acquisition cost, gross profit, service cost, customer repurchase and dealer collaboration.
Research boundaries and subsequent verification
Specific channel plans should be based on the company's actual customer, product and distribution system data, verified in pilots, and continuously adjusted.