Upgrade Your B-to-B Multichannel Marketing Strategy
From tighter coordination of marketing and sales efforts to better Web functionality, B-to-B catalogers need to pull out all the stops to compete in an increasingly multichannel environment
One such feature is automatic approval routing. If a customer needs internal approval for a purchase, his shopping cart automatically is routed to the appropriate internal manager then sent back to VWR once the approval is received.
After the Sale
Another way to build multichannel relationships is to develop your Web site as a tool beyond the sale. Carolina Biological Supply maintains more than 10,000 Web pages devoted to nonsales information.
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