Several b-to-b merchants are taking their cue from consumer-oriented e-commerce sites to provide business customers with a friendlier, streamlined online buying experience. Marketers including Staples, DHL Express andJ.J. Keller & Associates have all recently reworked their b-to-b e-commerce sites to offer business consumers an alternative to the traditional enterprise-to-enterprise sales funnel experience.
Staples launched a new e-commerce site for its b-to-b division, Staples Advantage, on Nov. 16. The new site is designed to feature faster and easier search navigation, alternative product recommendations and enhanced site customization, says Laura Brooks, VP of b-to-b e-commerce at Staples.
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