CHICAGO, June 18, 2013 /PRNewswire/ -- Acquity Group (NYSE
MKT: AQ), a leading Brand eCommerce® and digital marketing company,
announces today the loyalty findings of its 2013 State of B2B
Procurement Study, which surveyed corporate buyers with annual
budgets in excess of $100,000 on
their purchasing habits and preferences.
The study found that 45 percent of respondents have used Amazon
Supply to make a purchase in the last year, and 25 percent of
respondents who have used Amazon Supply purchase from there
frequently.
"B2B suppliers must be aware of the revenue threat from the
third-party B2B eCommerce websites," said Robert Barr, Senior Vice President at Acquity
Group. "This is particularly important since many buyers do not
visit suppliers' physical stores, but rely on catalogs and websites
to research products. Unfortunately, many of supplier's websites
are outdated and lack capabilities to meet customer
expectations."
Corporate buyers have limited loyalty to suppliers. If another
website or supplier sells the same product at a lower price, 85
percent of respondents stated they will buy the lower cost option
instead, despite loyalty to their current supplier.
Buyers choose ease of use over price
The study showed
that while price is a factor, customers will abandon supplier
loyalty for improved convenience. The majority of buyers (71
percent) indicated they would purchase from the website with a more
convenient and efficient purchase process when price is equal,
despite loyalty to their current supplier. When asked which aspect
was more important for a company purchase, 32 percent of buyers
ranked factors such as customer service and convenience over
price.
"While Amazon Supply and other third-party websites offer goods
at lower price points, they also provide added convenience and
familiarity, which buyers value," said Barr. "Corporate buyers are
very concerned with process efficiency. Suppliers have an
opportunity to increase revenue by offering a better shopping and
research experience online."
The rise of the independent B2B buyer
Nearly half of
buyers (46 percent) prefer to research and purchase products
independently, with support available over phone or live chat. More
than half (55 percent) of buyers research before making most of
their purchases, and the average buyer spends 30 minutes to two
hours doing research.
"Today's buyers rely on the Internet for research," said Barr.
"Suppliers must have a robust online presence with detailed product
information. If buyers don't find the information they need, they
will go elsewhere to make a purchase."
To download an infographic highlighting the 2013 State of B2B
Procurement report visually, visit
http://blog.acquitygroup.com/2013/06/07/infographic-who-is-your-b2b-buyer/.
The Acquity Group 2013 State of B2B Procurement
Methodology
As a leading provider of digital marketing,
interactive design, and eCommerce solutions, Acquity Group works
with many global B2B companies to extend and refine their eCommerce
capabilities to increase profits, efficiency and customer loyalty.
Acquity Group completed this study to help chief marketing and IT
officers in B2B companies gain a better understanding of how buyers
research and purchase goods for their organizations.
The study surveyed 207 buyers with annual procurement budgets of
$100,000 or more across a wide range
of industries. The survey analyzed buyer behavior and preferences
across a variety of areas, including research habits, loyalty
trends, purchasing frequency and channel, and customer service
needs, as well as feature and offering preferences. Respondents
were further broken down based on demographic qualifiers, including
age, budget and industry. Response percentages were evaluated on a
quantitative scale to assess actionable metrics for B2B
companies.
About Acquity Group
Acquity Group is a leading Brand
eCommerce® and digital marketing company that leverages the
Internet, mobile devices and social media to enhance its clients'
brands and e-commerce performance. It is the digital agency of
record for a number of well-known global brands in multiple
industries. Acquity Group has served more than 600 companies
and their global brands through thirteen offices in North America. For more information about
Acquity Group, visit acquitygroup.com.
SOURCE Acquity Group Ltd.