B2B Wish Lists: The Business Gift that Keeps Giving

When you hear the term wish lists, you probably first think of Amazon. Amazon allows its customers to easily add and share products with friends and family. While common in B2C, wish lists are a rarity in B2B ecommerce. However, they are a best practice that deliver the level of engagement your customers expect.

At first glance, companies don’t see the opportunity to bring customers closer to their businesses. However, when businesses utilize the functionality to its fullest, the advantages are clear to see.

Drive Engagement

You have an inventory of 1,000 different widgets. ABC Company only purchases a select number of 20 of those widgets at any given time. Wish lists allow your business to create niche shopping lists. Rather than shopping your entire site, ABC Company could shop directly from their personalized list of 20 widgets. This personalized sales approach provides a better experience for your customers while also driving greater engagement with your business.

Simplify the Ordering Process

Wish list functionality allows customers to create custom shopping lists they can return to again and again for fulfillment ordering. By warehouse, store number, client – the organization possibilities are endless. Once created, wish lists minimize clicks and allow customers to quickly order (or reorder) the items they need, maximizing user experience.

Increase Conversions

Wish list functionality removes many of the barriers to purchasing. That means less frustration for your customers and more conversions for your business. Conversely, this provides greater ROI on the ecommerce technology you already have in place.

This could be one entry on an entire laundry list of customization asks for your B2B ecommerce UI. Such an undertaking typically requires extensive time and budget to complete. However, with an application like CUE Lists, a business can have wish list functionality added to an existing user interface in a matter of days and at a low monthly cost per user.

Wish lists in B2B ecommerce go beyond gift giving. Contract ordering, order fulfillment and project management are just a few of the ways this functionality can give businesses like yours a competitive advantage. And when applications like CUE Lists take the time to market out of the equation, what’s stopping your business from giving your customers the best customer experience possible?

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