So, you’ve got SparkLayer up and running - now what?
As with any new system, customer adoption is key to a successful migration project. Understanding how to efficiently transition customers to your new B2B platform, boost AOV and repeat business, and increase customer satisfaction can feel like a lot - so we’re breaking it down into actionable steps.
Engage your customers with launch comms
Clear and timely launch communications are vital to driving customer adoption of your new online B2B ordering platform. They set the tone for the rollout, ensuring your customers understand the platform’s benefits, how it works, the timeline, and how it will simplify their ordering experience.
Effective launch comms build excitement, minimise resistance to change, and empower customers with the knowledge they need to use the platform confidently from day one.
Marketing emails can effectively highlight new features and encourage online ordering. Share relevant use cases and testimonials about the benefits of online B2B ordering via SparkLayer’s features - like faster ordering, increased accuracy, 24/7 self-service access, and real-time order tracking. Building confidence with your customers goes a long way and is key to adoption!
Offer onboarding support
Providing onboarding support during a B2B customer's migration to your new online platform is essential for ensuring a smooth journey. Guide them every step of the way, from configuring the platform to training their teams, while addressing their unique business needs.
Offer direct links to your B2B portal with easy sign-up instructions and mention the added convenience and any potential discounts or incentives. Follow-up emails featuring customer success stories can further build confidence in the platform. Keep in touch and don’t leave your customers behind in the excitement to move to a new platform!
Consider a white-glove onboarding process for your enterprise customers and additional comms to share the launch - dedicated account managers, personalised training sessions, and on-site support where appropriate.
The more included your customers feel in your decisions, the more likely they are to migrate successfully and enjoy the platform. Higher levels of enjoyment = more engagement, more orders placed, and more repeat business.
Provide self-service migration resources
One common challenge with adopting new technology is the (anticipated) learning curve. To ease the transition, you can build out a library of short tutorial videos or step-by-step guides for common tasks (e.g., how to create an order, view past orders, and reorder with ease).
Create an FAQ webpage or PDF for your customers to access 24/7 during their initial onboarding and beyond. These resources will empower your customers to navigate the platform independently, boosting confidence and encouraging regular online ordering.
By offering hands-on assistance, clear documentation, and dedicated support, you can efficiently prepare your customers to fully leverage the new system and confidently scale their operations.
Reconnect with less-engaged customers
It’s always great seeing your customers using your new eCommerce platform - but what about those who haven’t yet engaged? If you have the resources, reach out to your customers to discover any confusing (or missing) features. Consider sending personalised emails or scheduling 1:1 calls to address any barriers preventing them from getting started.
It’s important to understand that some of your customers will prefer more traditional ordering methods (like face-to-face sales, emailing product lists, or phoning in bulk orders) - this could be due to a lack of internal resources, hesitation or uncertainty, or not understanding how an online platform applies to their business specifically.
Speaking to these customers will give you great insight into how to engage them, ensure customer satisfaction, and understand their concerns. Ensuring they feel heard and understand that they aren’t being left behind is crucial.
If possible, you can continue to offer more traditional methods of wholesale ordering while onboarding them. This level of familiarity is likely to improve the overall experience of migrating to your new platform, and they’ll quickly see that they can maintain some aspects of their previous methods while upgrading to a more streamlined process!
Regularly review analytics and feedback
Ongoing support and customer feedback channels are essential. Even after customers start using the platform, continue gathering feedback to uncover new ways to improve their wholesale ordering experience.
Regularly checking in with customers who have been using your new B2B platform since day 1 is important - as is speaking with those customers who were slightly more reluctant. Not only will they feel respected and looked after, you’ll gain invaluable insights into what’s working, what to improve, and how to retain and delight customers.
It’s important to decide on what metrics you’ll use to benchmark success - these will help you understand which features to share with new customers based on popularity and adoption; and where to focus on making improvements. This might include conversion rates, abandonment rates, and order volume or frequency.
Use these analytics to identify opportunities for improvement. For example, if conversion rates are low, consider running a campaign that re-engages users who’ve created accounts but haven’t yet ordered. Of course, some of this will be anecdotal, too, (like common topics or questions on sales or support calls) which is why monthly customer surveys can be invaluable. Use a reporting tool like Conjura to map out and track what really matters!
Work with an expert agency
We partner with some incredible eCommerce agencies across the globe - whether you’re looking to revamp and rebrand or get some guidance on improving the UX of your site, we’ve got you covered with our contacts. Get in touch today for a recommendation suited to your business, vertical, and specific needs.
These agencies bring valuable experience in crafting tailored implementation strategies, ensuring your eCommerce website is user-friendly and aligned with your customers' needs. From streamlining workflows to providing ongoing support, their expertise can help remove adoption barriers, making it easier for your customers to embrace and maximise the platform’s benefits. The result? Faster onboarding, higher satisfaction, and a more engaged B2B customer base!
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