Meet and exceed emerging customer expectations

Since the COVID limits went into effect in early 2020, an increasing number of B2B enterprises have shifted to platforms that allow for e-commerce. For their survival, this is a critical change.


Having an e-commerce presence, though, isn't enough. As a B2B seller, you must make an amazing client experience with self-service options the heart of your digital sales channels to successfully set yourself apart from the competition.

Increase your B2B sales long-term

B2B companies should never lose sight of what it takes to meet and surpass increasing customer expectations: a great online customer experience with intuitive, easy-to-use, and responsive self-service. If you succeed in doing so, you will improve client happiness, boost loyalty, and increase sales over time.

Customers clearly prefer self-service channels when researching, assessing, ordering, and reordering, according to McKinsey Institute study. It's a trend that's only getting started. Buyers even suggest becoming increasingly comfortable placing large orders remotely or entirely using automated digital self-service as the events of 2020 accelerate the adoption rate of self-service.

Sellers that have yet to build new e-commerce solutions are at a significant disadvantage as a result of this development. However, digital channels are rarely the only touchpoints a B2B customer encounters with during the buying process. As a result, B2B sellers must develop ways to combine data from all of their channels, as this is the only way to remove obstacles and successfully enable client self-service.


Carlsberg is one of the world's largest and most recognizable brewers. With their products, the Danish corporation today has a global reach of over 140 nations. Carlsberg sought to become a digital leader in the beer brewing sector, as well as strengthen their relationship with their on-trade partners. The Carl's Shop, an innovative platform that would take Carlsberg's digital adventure to the next level, was unveiled in 2018.


Carl's Shop's digital commerce platform provides greater customer service, allows customers to place orders 24 hours a day, 7 days a week, on any device, and removes the need for telesales. Furthermore, it enables consumers to set up their hospitality business for success by providing detailed and extensive material such as product stories, editorial content, and training on how to run their business successfully.


Carlsberg may create an emotional connection with its customers with this material that goes beyond transactional and becomes more relational and loyal. This strategy has shown to increase net revenue per client (Carlsberg's Annual Report 2019), and it is a superb example of B2B digital and customer experience excellence.

So, what exactly makes a great customer experience possible? What are the elements that make it up? While there are numerous phases to improving the entire customer experience, it all begins with solving 'product data issues.' Never underestimate the negative impact that inaccurate product data can have on the buying experience.

Master your data

Integrating all of your data may appear to be a simple task. Adding fresh product information to a dynamic B2B e-commerce website, on the other hand, is a difficult task. The e-commerce site isn't the only place where this information is required. Every relevant online and physical channel must be integrated with, and accessible by, new or updated product information. And if B2B sellers don't have a solution to convey accurate product data to every channel, they'll waste time, money, and personnel – and, worse, buyers will see inaccurate information.

For a successful consumer experience, you need complete, reliable, and appealing product information. Here are some facts to consider:

  • According to a Forrester Research survey, 87 percent of shoppers abandon a B2B website to pursue additional product research through other channels, most often because the product description or information does not match their needs.
  • Providing more precise, full, and consistent product information, according to A.T. Kearney, can boost conversion rates from 17 percent to 56 percent.

When a potential customer is able to evaluate two items with different options for amount of detail, the quality of product information can be the decisive factor for successful product discovery and subsequent purchase.

Customers used to ask their sales representative everything they needed to know before making a purchase in the construction and manufacturing industries, when thorough information was essential. With the majority of sales channels now being remote, all product information must be available immediately. If you don't meet this self-service requirement, your clients will go to other merchants to make their purchases.

That's where PIM software comes in, assisting B2B sellers with the creation, collection, and management of product information for both online and offline catalogues. Simply said, PIM enables you to create captivating product experiences faster and more easily through your sales and e-commerce channels.

Make Data Your Most Valued Asset Using PIM

Product Information Management (PIM) is a system that links, manages, and shares data across multiple systems. This encompasses ERP and PLM, and it extends to all of your channels, from e-commerce and retail to point-of-sale and printing, and everything in between.

PIM not only helps you to enhance your data and create a single source of truth, but it also provides you with the capabilities to appropriately analyze all data at once and use the results to help you make better business decisions. You can turn product data handled across many systems into a valuable asset that fosters innovation, digital transformation, and growth by exploiting it.

Effective use of PIM has numerous advantages for B2B companies. It enables you to develop omnichannel experiences, enhance sales possibilities, and decrease product returns, all of which help you increase income. Furthermore, by removing redundant product data and error-prone processes, PIM can increase consistency and operational efficiency while also making it easier to comply with regulations. PIM also simplifies the product lifecycle and makes it easier to onboard new products and services, all of which contribute to a faster time-to-market.

You can improve your customer experience even further by incorporating insights into it to make it more engaging and to boost performance and business value. Connecting all of your data provides the extra benefit of removing internal and external obstacles, resulting in faster decision-making.

  • 12.5% The value of data in numbers

A global study by Splunk looked at the economic impact and value of data across organizations. By making better use of data, organizations increased revenue and reduced operational costs, boosting profitability by an average of 12.5%.

Outperform the Competition

In the age of information, mastering your data is key to providing both value and relevant experiences for your customers. Doing so allows you to fully commit to omnichannel, offer personalized purchase journeys, and improve retention by creating satisfied customers that will happily continue to do business with you. With PIM managing your master data, you can take the lead over your competitors by setting yourself apart with better, faster and more consistent performance of your digital sales channels.  

SQLI & SAP CustomerExperience combine software for digital commerce and product content management, with UX design and years of implementation experience. We help you create meaningful, seamless, and omnichannel customer experiences. Benefits include limited IT hassle, higher customer engagement and revenue, and the opportunity to easily integrate other countries onto the platform. 

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The team behind this project

Alexandre Miranda - Project Director

Olivier Collomp - Project Director

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