Industrial supplies purchasers were asked to identify their preferred method for researching industrial products. The majority of respondents reported that a supplier’s website (68%) and search engines (52%) are their preferred methods.
Similarly, respondents were asked to identify the importance of specific attributes when deciding which industrial supplies vendors to purchase from. Responses show that having a website that includes product information and provides the ability to order online is essential:
- Having the product catalog or product information on the website was reported to be “very important” or “extremely important” by 78% of respondents;
- 74% of respondents said that the ability to make purchases on the supplier’s website was “very important” or “extremely important;”
- 70% of respondents reported that the suppliers website overall was “very important” or “extremely important.”
Off-line resources including having a sales rep and a printed/hardcopy product catalog were also identified to be important, but to a lesser degree – 58% and 54% respectively.
The study report notes that: “it is reasonable to infer that many buyers consider online research essential to their supplier selection process.”
Comfort should not be found in existing relationships. The study found that 34% of buyers have gone outside their existing supply base in order to make an online purchase.
Having a website is not something that is nice to have. Having a quality website is critical to your business. The report makes this clear:
“Since buyers expect to increase their online purchases in the future, and a clear majority prefer to research supplies online, having robust e-commerce and Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies are essential for suppliers seeking to add or potentially retain customers.”
Take a look at your company’s website and ask yourself these questions:
- Is the website visually appealing?
- Is the content optimized for SEO?
- Is the content on your website quality content?
- Is the website easy to navigate?
- Does your website have e-commerce capabilities?
- Does your website show real-time product availability?
Most importantly, ask yourself if your website makes your customers’ life easier.
This article was previously published on Electronics Purchasing Strategies.