Providing a meaningful and personalized customer experience through an e-commerce platform requires careful consideration. IT budgets are limited, internal resources are finite, and B2B companies may simply not have
the infrastructure or tools to enable business users in marketing or merchandising departments to act as they must.
Even if a company has the IT assets in
place, and the datasets it requires, how can it use these in the most effective way to provide a personalized experience that will drive customer loyalty, conversions and increased order value? Does the business team have the
required expertise? How can they acquire it?
It's not easy to answer these questions. International companies face other hurdles as well. They must support their e-commerce platform in multiple languages and multiple currencies, or reflect other cultural differences.
Global enterprises cannot afford to ignore these
considerations. International customers must be supported and served as they wish to be served, in whatever geography they reside if companies want to retain them.