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Senior Product Marketing Manager, Seller Solutions
Is Your Company’s E-Commerce Approach Proactive?
In Part I of this article, we explained the value of taking the Ariba e-commerce maturity quiz to assess your company’s e-commerce standing. Below are results and characteristics of companies at the third-tier, or Proactive, level of development—along with tips on how to move to the next stage.
How Proactive Companies Stack Up
- In the joint Ariba/Selling Power survey, 20 percent of respondents classified their company as Proactive.
- Organizations that fell into the Proactive category reported the following results and characteristics from their e-commerce initiatives:
- 31.7 percent have gained an increase in revenue from new accounts
- 33.6 percent have realized an increase in revenue from existing accounts
- 35.9 percent have achieved an increase in customer retention
- Proactive sellers tend to have deployed the following technologies, but have expressed a higher degree of impact/satisfaction than Responsives (with a 6.0 – 5.1 mean for satisfaction out of 10):
- Basic catalog/rich content catalog
- Web storefront
- Customer questions/answers
- Shopping cart
- Upsell recommendations
- Customer community/social networking
- Customer reviews
- As sellers reach the Proactive level, they again start to realize significant gains in new and existing account revenue as well as customer retention. These companies have now begun to understand the impact of having a comprehensive e-commerce strategy and are making strides to implement the technologies and engage customers.
Quick Tips: Steps You Can Take to Move from Proactive to Aggressive