This Integration Enables Customers to Drive Contextual Commerce and Increased Access to Product Information
Avionos, which designs and implements marketing and commerce technology, announced the B2B Commerce storefront integration, built for Bloomreach. The integration uses the Bloomreach Search & Merchandising capability to deliver targeted product search results. This feature enables B2B companies to provide contextual and personalized commerce, and product recommendations through Salesforce Commerce Cloud.
“We chose to work with Avionos because of its longstanding relationship and success in implementing detailed and highly customized solutions,” said Patrick Finn, Head of Global Channels & Alliances for Bloomreach. “Avionos provided broad knowledge of the market, insight into how B2B commerce is changing, and an understanding of how we can drive success for our joint customers.”
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By leveraging Commerce Cloud, Avionos helped build a drop-in replacement for search, which can be leveraged without a major integration effort. The integration includes the ability to build out a product feed to Bloomreach that includes all pricing and product entitlements for customers. The integration capabilities include “account groups” and “price lists.”
“Search is a complex feature for B2B commerce compared to traditional retailers selling to consumers,” said John Brumbaugh, Commerce Practice Lead for Avionos. “With the B2B Commerce Storefront, Bloomreach now offers search and merchandising capabilities to the market.”
Fully integrating Bloomreach’s powerful search capabilities with Salesforce Commerce Cloud allows for quick implementation timelines that are consistent with the rest of the Salesforce Commerce Cloud platform. The personalized search and recommendation capabilities provide the opportunity for clients to boost or bury product results based on business rules and current promotions. Providing a clear, personalized customer experience, similar to what their customers have come to expect on the consumer front.
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This integration comes at a time when product content is top of mind for B2B buyer experiences. Avionos’ recent 2019 B2B Buyer Report found that three key pain points when making a purchase for their company were finding and comparing product pricing (41%) comparing product options (40%), and researching products (35%). To address this challenge, Avionos is working with Salesforce and Bloomreach to see how these solutions can be integrated into the future by leveraging an experience-driven commerce model, with Salesforce Commerce Cloud providing the commerce capabilities and Bloomreach’s Experience Management suite owning the experience.
“Today’s B2B buyers demand the ease of use that they’ve become accustomed to in their everyday lives, but with the caveat that they also require highly sophisticated backend capabilities like configure price quote, user management, and specialized pricing,” said Scott Webb, CEO of Avionos. “Bloomreach is a strategic move for our joint customers because it provides complex capabilities that feel effortless.”
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