Compiled ByDeborah Austin Brand names and fast service are significant drivers for chemical buyers' online purchasing decisions, suggests the recent study "Was it an Illusion? Putting more B in B2B" by global consulting firm Accenture and e-CRM technology firm Online Insight. Of industrial chemical buyers, 17% said they were "brand seekers" when purchasing online. Another 22% said they were "service bargain hunters," valuing quick service at best prices; 31% were "time savers," seeking improved productivity even at higher cost. Sixteen percent were "browsers;" and 14%, "self-help shoppers" wanting ease of use. But with the one-size-fits-all approach of most Web sites, less than half of business-to-business customers are pleased with their online purchasing experience, says the study. Key findings for online success:
Different buyers have different needs and preferences. A brand's promise -- based heavily on historical performance -- is a major purchasing factor. Customer service can make or break the sale. And even with a good Web experience, customers want access to a live person.