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1、2014 STATE OF B2B PROCUREMENT STUDY: Uncovering the Shifting Landscape in B2B Commerce 2014 State of B2B Procurement Study | 022014 Acquity Group, LLC. All rights reserved. ENGAGING THE B2B BUYER 3 ONLINE RESEARCH AND PRICE COMPARISON POPULAR AMONG B2B BUYERS 4 ONLINE CATALOGS LEAD TO GREATER BUYER
2、INDEPENDENCE 6 B2B ONLINE SPENDING GROWTH CREATES NEW OPPORTUNITIES FOR SUPPLIERS 7 MOBILE AND TECHNOLOGY ADOPTION GROWING AMONG MILLENNIALS 8 THE DIGITAL EXPERIENCE: OPPORTUNITIES FOR SUPPLIERS TO IMPROVE 9 METHODOLOGY 11 Table of Contents Acquity Groups annual State of B2B Procurement study explor
3、es the purchasing habits of corporate business procurement professionals in organizations across the U.S. The 2014 report uncovers key insights into how B2B buyers are searching, discovering and purchasing on the Web through a survey of 500 procurement officers with annual purchasing budgets in exce
4、ss of $100,000. What follows is a deep dive into business buyers purchasing habits and preferences to help suppliers, manufacturers and other B2B organizations adapt and stay competitive in a rapidly changing procurement environment. 2014 State of B2B Procurement Study | 032014 Acquity Group, LLC. A
5、ll rights reserved. Sixty-eight percent of B2B buyers now purchase goods online, up from 57 percent in the 2013 State of B2B Procurement study The number of respondents who spent 90 percent or more of their budgets online in the last year doubled from 2013, increasing from nine to 18 percent Forty-F
6、our percent of respondents have researched company products on a smartphone or tablet in the past year, compared with 41 percent in 2013 Thirty percent of B2B buyers report they research at least 90 percent of products online before purchasing, up from 22 percent in 2013 B2B buyers in the United Sta
7、tes are more active online than ever before, spending more time and company dollars in the digital space. However, few are successfully leveraging their suppliers websites to fi nd the information and make the purchases they need representing a signifi cant missed opportunity for B2B organizations.
8、In the face of an increasingly competitive omni-channel environment, the B2B supplier industry must adapt to attract and engage todays savvy B2B buyers, increase revenue and capitalize on ripe digital growth opportunities. Although buyers are researching and spending more online, suppliers are not c
9、apturing a large enough share of the market. Fifty-seven percent of business buyers have made an online purchase of $5,000 or more in the last year, and 66 percent of business buyers say they make a major purchase of $5,000 or more (online or via print, or telephone) at least once per month. But les
10、s than half (48 percent) of respondents purchase goods online directly from suppliers, opting instead for third-party websites and other purchasing channels. Among third-party websites, Amazon Supply is the most popularnearly one in fi ve (17 percent) of B2B buyers use Amazon Supply to make a busine
11、ss purchase regularly and 38 percent of B2B buyers make a purchase using the service at least once per quarter. ENGAGING THE NEW B2B BUYER The 2014 Acquity Group State of B2B Procurement study uncovered massive growth in online research and spending by B2B buyers across multiple devices. Study highl
12、ights include: 0% 10% 20% 30% 40% 50% 48.2% SUPPLIERS WEBSITE 13.4% SAP 7.4% ORACLE PROCUREMENT 16.6% AMAZON SUPPLY 31.6% I DO NOT PURCHASE ONLINE 9.4% OTHER PERCENTAGE OF USERS / Electronic Purchasing Platforms Users Participated In 2014 State of B2B Procurement Study | 042014 Acquity Group, LLC. A
13、ll rights reserved. In a scenario that parallels the consumer retail industry, B2B organizations are undergoing a major shift in customer behavior, marked by a steady increase in online research and browsing across multiple sources before purchasing. Overall, 94 percent of B2B buyers report that the
14、y conduct some form of online research before purchasing a business product. Fifty-fi ve percent of B2B buyers conduct online research for at least half of their corporate purchases. Additionally, procurement teams are spending more time researching products and comparing prices online for goods at
15、all price points. Forty percent of buyers research more than half of goods under $10,000 online. Thirty-one percent of buyers research more than half of goods costing $100,000 or more online. For larger corporate purchases of $5,000 or more, 34 percent spend more than three hours researching product
16、s. When conducting product research and price comparisons, buyers rely on a variety of online sources to make a purchase decision. The most popular sources include supplier websites, Google searches, user product reviews, blogs, social media and third-party websites such as Amazon Supply. ONLINE PRO
17、DUCT RESEARCH AND PRICE COMPARISON POPULAR AMONG B2B BUYERS 10% OR LESS11% 49%50% 89%90% OR MORE PERCENTAGE OF BUYERS 20% 25% 30% 35% / Percentage of Items Researched Prior to Making Company Purchase 2014 State of B2B Procurement Study | 052014 Acquity Group, LLC. All rights reserved. Only 37 percen
18、t of B2B buyers who conduct research through a suppliers website Although supplier websites are the most popular channels for conducting research online (according to 83 percent of respondents), buyers are not satisfi ed with the level of information offeredonly 37 percent of B2B buyers who conduct
19、research through a suppliers website said it was the most helpful channel for this purpose. These fi ndings reveal a signifi cant gap between the information procurement offi cers want and the content that B2B websites currently provide. This is despite the fact that many suppliers appear to be adap
20、ting to changing preferences among B2B buyers. Only 3 percent of procurement offi cers in 2014 reported that their suppliers do not have an online catalog, compared with 11 percent in 2013. As more B2B buyers, especially younger generations not tied to a particular distributor, turn to the Web to re
21、search products, reviews and prices, suppliers must provide more useful product information, tailored content, and seamless browsing experiences to attract customers and keep them engaged. Businesses that bridge this gap quickly will realize an increase in customer engagement and revenue, and a fast
22、er return on digital investments. 77% GOOGLE SEARCH 83.4% SUPPLIERS WEBSITE 34% 3RD PARTY WEBSITE 41.8% USER REVIEW OF PRODUCTS 10.8% BLOGS 8.6% SOCIAL MEDIA 6.4% I DO NOT PARTICIPATE 7.4% OTHER PERCENTAGE OF ONLINE RESEARCH 0% 20% 40% 60% 80% 100% / Percentage of Online Research Participation By Ch
23、annel 2014 State of B2B Procurement Study | 062014 Acquity Group, LLC. All rights reserved. Only 12 percent of buyers want to meet in person with a sales representative. Not only are B2B buyers researching more online, they are becoming more independent and partial to self-service purchasing models.
24、 Only 12 percent of buyers want to meet in person with a sales representative when determining a purchasing decision and 16 percent want to discuss their purchasing options with a sales representative over the phone. Most respondents (71 percent) prefer to conduct research and purchase on their own
25、with access to a sales representative via the phone or online chat when needed, demonstrating the importance of a highly integrated, omni-channel eBusiness approach to sales and marketing. B2B organizations must empower their customers to browse, research, and purchase products with ease through any
26、 medium, while also fi nding the support they need through any channel. ONLINE CATALOGS LEAD TO GREATER BUYER INDEPENDENCE 31.6% 16.2% 15.8% 13.4% 12.4% 10.5% Research and purchase on my own online, but would like phone support with any issues. Speak to someone directly via telephone to discuss opti
27、ons and walk through the entire process. Research and purchase on my own online, but would like live chat support with any issues. Id like to do my own research, but talk through purchasing on the phone. Id like to speak with someone directly in person to discuss options and walk me through the enti
28、re process. Research and purchase on my own online, no sales person necessary. / Percentage of Preferred Sales Representative Involvement 2014 State of B2B Procurement Study | 072014 Acquity Group, LLC. All rights reserved. We can expect this upward trend to continue, as 46 percent of respondents sa
29、id their companies will increase online purchasing next year. This growth will transcend all product categories with 41 percent of procurement offi cers indicating they feel comfortable purchasing any type of B2B product category online. It is clear that procurement teams are more comfortable resear
30、ching and purchasing on the Web because they recognize the value and convenience of B2B eCommerce. Of the mere 4 percent of procurement offi cers who expect their corporate online spending to decrease next year, only 13 percent said it is because they do not see any major advantages to ordering onli
31、ne. In addition to online research, online procurement spending is also on the rise, with 68 percent of B2B buyers making online purchases in 2014 versus 57 percent in 2013. Nearly half (46 percent) of buyers spent at least 50 percent of their corporate procurement budgets online in the last year. E
32、ighteen percent of buyers spent 90 percent or more of their corporate procurement budgets onlinedouble the amount in 2013. B2B ONLINE SPENDING GROWTH CREATES NEW OPPORTUNITIES FOR SUPPLIERS 32.8% 27.8% 18.2% 21.2% 11% 49% 50% 89% 90% or more 10% or less / Percentage of Companys Procurement Last Year
33、 Budget Spent Electronically 2014 State of B2B Procurement Study | 082014 Acquity Group, LLC. All rights reserved. MOBILE AND TECHNOLOGY ADOPTION GROWING AMONG MILLENNIALS More than half (55 percent) of millennial workers ages 18-25 use mobile phones for procurement research, compared with 36 percen
34、t of respondents over the age of 45 Half of millennial B2B buyers use tablets to conduct research, while 31 percent of buyers over the age of 45 use tablets for product research More than a third (35 percent) of millennials have made a corporate purchase using a mobile device, compared to only 19 pe
35、rcent of buyers over the age of 45 44 percent of respondents have researched an item for their company using a mobile device 24 percent have made a purchase for their company using a mobile device 37 percent have researched business goods on their tablet devices 25 percent have made a corporate purc
36、hase using a tablet device Procurement officers, especially in the millennial generation, are relying more on mobile and tablet devices to conduct research and purchase business goods. In fact, mobile purchasing and research habits generally diverge among the youngest and oldest generations of worke
37、rs: Despite these generational differences, buyers of all ages are using mobile and tablets devices to research and purchase corporate goods: 2014 State of B2B Procurement Study | 092014 Acquity Group, LLC. All rights reserved. Aside from price, the high rate of cart abandonment is primarily attribu
38、ted to customer experience problems. The number one reason cited by buyers for purchasing from a third-party site like Amazon Supply was an easier ordering process. The reality is procurement offi cers at major corporations expect the same level of convenience that they receive from popular B2C webs
39、ites, which many B2B websites are not currently delivering. B2B organizations can overcome these issues, encourage growth in online spending and improve customer engagement by incorporating value-add features into their websites and streamlining the online buying experience. Sixty-seven percent of p
40、rocurement offi cers said the amount of their budget spent online would increase with value-add features such as warranty tracking, notifi cations, invoice printing capabilities and the ability to consolidate and record spending. Additionally, 61 percent of buyers would increase their online budget
41、spend if it were easier and more convenient to browse and purchase items from suppliers websites. In terms of the most important features in a supplier or manufacturers online experience, respondents highlighted price as the most critical, followed by customer service. THE DIGITAL EXPERIENCE: OPPORT
42、UNITIES FOR SUPPLIERS TO IMPROVE Acquity Groups 2014 State of B2B Procurement study demonstrates significant year-over-year growth in online spending among procurement professionals. Since most B2B organizations are just embarking on the road to digital transformation, we can expect this growth to c
43、ontinue as more suppliers and manufacturers optimize their digital experiences and continue to add value through their online channels. 37 percent abandoned their carts because they found a lower priced product from another supplier 35 percent abandoned their carts because the website page did not l
44、oad properly 26 percent abandoned their carts because the checkout process took too long 22 percent abandoned their carts because the checkout process was too confusing However, for suppliers to fully capitalize on this growth, they must address several areas of their online experiences, including p
45、oor conversion rates. Sixty-nine percent of B2B buyers have abandoned an online shopping cart in the last year, for a variety of reasons 2014 State of B2B Procurement Study | 102014 Acquity Group, LLC. All rights reserved. When price is not a factor, 71 percent of B2B buyers would switch suppliers i
46、f the overall digital experience was better with another organization, while 53 percent of respondents would switch suppliers for easier electronic search processes and 49 percent would switch for better electronic purchasing capabilities. Perks such as free deliveries and secure transactions also r
47、ank high among B2B buyers: Nearly three in fi ve business buyers (58 percent) would be more likely to make a major purchase online if free delivery was included Nearly half of business buyers (49 percent) would be more likely to purchase online if a site offered enhanced security measures Younger co
48、nsumers are even more worried about security, with 75 percent of millennials indicating improved security would make them more likely to purchase from a supplier Other popular features include free returns and exchanges, better online customer service, customer-friendly website designs and comprehen
49、sive product resources. The key for B2B organizations is to transform their customers online journey into an omni-channel experience that emphasizes digital channels, especially since younger, tech-savvy generations will soon make up the majority of corporate procurement departments. By focusing on continually improving the holistic experience for corporate buyers and integrating value-add features, organizations can dramatically increase online sales, profi tability and return on digital