Building The B2B Omni-

Channel Commerce Platform

Of The Future
 New Research on B2B Buyers

© 2014 Forrester Research, Inc. Reproduction Prohibited 2

 Andy Hoar
Principal Analyst
Serving eBusiness & Channel Strategy Professionals

ahoar@forrester.com
@andyhoar1
© 2014 Forrester Research, Inc. Reproduction Prohibited 3
Sample List Of Clients
B2B (including B2B2C + B2B2B)
 Agenda

› Description of the research

› Highlights and findings
› Key takeaways
› Discussion

© 2014 Forrester Research, Inc. Reproduction Prohibited 5

 Large Scale B2B Buy Side Survey

(Numbers may not total 100% due to rounding)

*Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
*Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 6

 Large Scale B2B Sell Side Survey

(Numbers may not total 100% due to rounding)

*Base: 526 B2B sellers at organizations in Canada, US, UK, France, and Germany
*Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 7

 Key Findings

› B2C experiences once again driving B2B

expectations

› Technology is a critical enabler for omni-

channel success

› “Transformation” requires significant

organizational and process change too

© 2014 Forrester Research, Inc. Reproduction Prohibited 8

B2B Buyer Behavior
 B2B Buyers Expect To Buy More Online

52% expect to
make half or
more of their
work purchases
online in 3 years

Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 10

 Rising Expectations For Key Functionality

Cross-Channel Visibility Omni-Channel Fulfillment Options

“How important are the following when you “How important are the following when you are
are making work-related purchase online?” making work-related purchase online?”
(B2B buyers who answered important or very important) (B2B buyers who answered important or very important)
Look up product information 74% Buy from branch;
(across any channel) ship direct to me 73%

View my activities across 68%

all channels Deliver on the same day 61%

Return or exchange across Reserve online; pick up

64% from branch 43%
different channels
Share unified account and Buy online; pick up
62% from branch 41%
order history across channels

Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 11

© 2014 Forrester Research, Inc. Reproduction Prohibited 12
 82% of B2B buyers would buy again from
the same supplier because of that
supplier’s broad selection.

Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 13

Broadest Selection Drives Where B2B Buyers Start

“I typically start my research for products and services I buy

for work on an online site because it is:”

Base: 110 B2B buyers

Source:
© 2014 Q2 2014Research,
Forrester Forrester/Internet Retailer
Inc. Reproduction B2B Buy-Side Survey
Prohibited 14
 84% of B2B buyers would buy again
from the same supplier because of
consistently low prices

Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 15

 Prices Drive Where B2B Buyers Finish

“I typically make my final purchase of products and services I buy for

work on an online site because it is:”

Base: 94 B2B buyers

Source:
© 2014 Q2 2014Research,
Forrester Forrester/Internet Retailer
Inc. Reproduction B2B Buy-Side Survey
Prohibited 16
 The B2B Omni-Channel Imperative

© 2014 Forrester Research, Inc. Reproduction Prohibited 17

 72% of B2B companies
said that omni-channel
customers are worth
substantially more to
them than single
channel customers.

Base: 526 B2B companies in Canada, US, UK, France, and Germany.
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 18

 66% believe that B2B
customers expect omni-
channel capabilities
today.

Base: 526 B2B companies in Canada, US, UK, France, and Germany.
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 19

 54% believe they can
drive additional
efficiencies and cost
savings through better
inventory and
assortment planning.

Base: 526 B2B companies in Canada, US, UK, France, and Germany .
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 20

 Demands For New Platform Capabilities

› Personalization
› Reporting/analytics
› Pricing optimization
› Flexible payment options
› Back-end integration

© 2014 Forrester Research, Inc. Reproduction Prohibited 21

 Personalization

P
P

Base: 526 B2B companies in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 22

 Analytics

Base: 526 B2B companies in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 23

 Pricing Optimization

Base: 526 B2B companies in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 24

 69% of business buyers PREFER to use direct,
instant online forms of payment (e.g. credit
cards, payment systems) over purchase orders,
invoices, and eProcurement portals.

Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
Base: 526 B2B companies in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014
© 2014 Forrester Research, Inc. Reproduction Prohibited 25
 Back-End Integration

Base: 526 B2B companies in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 26

 Aligning Customer Expectations With
Technology Priorities

*Base: 930 B2B buyers at organizations in Canada, US, UK, France, and Germany
**Base: 526 B2B companies in Canada, US, UK, France, and Germany
Source: A commissioned study conducted by Forrester Consulting on behalf of Accenture and hybris, August 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited 27

 Beyond Technology

© 2014 Forrester Research, Inc. Reproduction Prohibited 28

 New Organizational Structures

© 2014 Forrester Research, Inc. Reproduction Prohibited 29

 › Become intimate with
the business buyer

› Weave digital into all

aspects of your
operations

› Leverage your partner

ecosystem to support
omni-channel
commerce

© 2014 Forrester Research, Inc. Reproduction Prohibited 30

Thank you
Andy Hoar
Principal Analyst
ahoar@forrester.com
@andyhoar1
Summary

Contact the study sponsors to learn more:

› Accenture
• accenture.com/omni-commerce
• @AccentureSocial or
@AccentureDigi

› hybris
• hybris.com
• @hybris_software

Copyright © 2014 Accenture All rights reserved. 32

Summary

Questions?

Copyright © 2014 Accenture All rights reserved. 33