They also are more likely to become repeat buyers, Forrester Research says.
Grainger sheds a light on mixing b2b and b2c sales.
Web merchants seeking tips on selling industrial and office supplies can take a cue from Grainger.com, where shoppers can browse among some 400,000 items. The site, which also sells to consumers, blends navigation among more than 20 categories like Abrasives, Hydraulics and Material Handling, with an alternating hero image that highlights special sales and popular items like lighting fixtures and dispensers of hand sanitizers. “You’ve got to clear away the clutter and find out what it is customers are trying to do,” vice president of e-commerce Paul Miller says. Special sections on emergency preparedness provide advice on how to prepare for and respond to events like earthquakes and hazardous material spills, with links to such products as shatter-resistant lamps and hazard alarm devices.
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