“The three biggest things you gain by having e-commerce are: one, a better relationship with your customer because you know more about them and they know more about you,” says Jon Panella, Group Vice President, Global Strategy and Consulting for Publicis Sapient, “two, the ability to offer more products than you normally would, and three, high-level data that gives detailed insights about the products you’re selling and those you’re not.”
Here, we work through and refute the six most common objections.
1. E-commerce is impersonal
An experience-led platform is designed to seamlessly guide customers where they need to go, all while recreating the experience of talking to a knowledgeable sales rep. First, ag retailers must understand what their customers want offline, then deliver it online. The businesses that succeed in e-commerce are intentional about the interface, user experience and overall customer journey.
2. E-commerce will kill your traditional sales channels
Agribusinesses often balk at implementing e-commerce platforms because they’ve long relied on sales teams to fulfill their customers’ needs. The reality is that these traditional sales channels are an essential part of supporting digital solutions. Today’s customers tend to rely on sales calls for some purchases and turn to online platforms for others.
3. E-commerce only benefits the big players
While extensive platforms with an abundance of functions can work well for large companies with the staff and revenue to support them, e-commerce options come in all shapes and sizes. Smaller retailers have options, too. Once an agribusiness understands what its customers want and what it can successfully deliver, it can find an e-commerce partner/vendor to help create the right solution.