The B2B commerce landscape is moving fast, and data is becoming the lifeblood driving every aspect of operations, from inventory management to customer engagement. In short, data has become the fuel that powers business operations.
B2B retail brands, that juggle complex relationships with suppliers, wholesales, and distributors, face unique challenges in ensuring customer data (or any data, per se) consistency across various touchpoints. Unfortunately, many B2B businesses find themselves bogged down by data silos, outdated systems, and fragmented information. This slows down decision-making and impacts customer satisfaction, causing delays, errors, and missed opportunities in an already competitive market.
According to a survey by Acceldata, 45% of data executives reported experiencing between 11 and 25 data pipeline failures over the past two years, primarily due to quality errors that were discovered too late. And, 43% stated that these failures had a direct impact on the customer experience.
This is where data standardisation becomes crucial. It centralises and streamlines data across all operating systems helping B2B brands create a single source of truth.
The unique needs of B2B commerce brands
B2B retail brands operate in a complex environment that differs significantly from B2C businesses. Some key characteristics that set B2B brands apart are:
1. Complex supply chains
B2B retailers often manage multiple suppliers, wholesalers, and logistics partners.
2. Bulk ordering and custom pricing
Orders are typically larger in volume, and pricing is negotiated on a customer-specific basis.
3. Multichannel operations
B2B brands operate across multiple platforms (e.g., D2C, eProcurement, marketplaces), which requires seamless data exchange.
4. Product complexity
Managing large volumes of SKUs, variants, and custom configurations adds to the complexity of data management.
Given these characteristics, B2B businesses require accurate and consistent data for smooth operations. This includes everything from up-to-date product catalogues and inventory levels to precise customer details and negotiated pricing.
You might want to give this a read: What is a Digital Service Layer (DSL)? Understanding the Basics for B2B Retailers
What is data standardisation in B2B?
Data standardisation refers to the process of unifying data across different systems and platforms into a consistent format. It involves aligning product information, pricing, customer data, and transactional records so that all departments and systems within a business are operating from a single source of truth.
For B2B data standardisation services can have transformative effects on efficiency and customer experience. Here are the key areas where data standardisation proves invaluable:
Product Information Management (PIM)
Having consistent, accurate product data across all sales channels is crucial for B2B businesses. Standardised product data ensures customers always have access to correct specifications, pricing, and availability, which minimises errors and increases satisfaction.
Supply chain & inventory management
B2B brands must integrate inventory data from suppliers, warehouses, and logistics providers. Data standardisation allows businesses to have real-time insights into stock levels, streamlining order fulfilment and preventing costly delays or miscommunications.
“An estimated 41% of supply chain professionals give data analysis the highest priority in supply chain technologies.” - TOI
Pricing and discount structures
B2B transactions often involve custom pricing agreements based on contract terms. Standardising pricing data ensures that negotiated terms are accurately reflected in every order and quotation, preventing costly mistakes or customer dissatisfaction.
Customer Relationship Management (CRM)
B2B customer data standardisation ensures that customer profiles, preferences, and purchasing history are accurately maintained across systems. This leads to more personalised interactions and improved customer retention.
Benefits of data standardisation for B2B Retailers
a) Enhanced operational efficiency
Data standardisation eliminates the need for manual data entry and reconciliation across various systems. By ensuring data consistency, B2B brands can automate processes, from order management to inventory updates, leading to faster and more accurate workflows. This efficiency translates into lower operational costs and higher profitability.
“Digging deep into data analytics through strategic technology will identify new areas of opportunity for savings and efficiency.” - EY
b) Improved decision making
When data is standardised, businesses have a single source of truth that informs their decision-making processes. Whether it’s tracking customer trends, monitoring supplier performance, or analysing sales data, having accurate and unified data allows B2B brands to make more informed, strategic decisions.
c) Seamless omnichannel experience
B2B customers expect a seamless buying experience across all channels, whether they’re purchasing through a commerce portal, negotiating through email, or ordering via a mobile app. Standardised data ensures that all channels provide a consistent experience in terms of product availability, pricing, and customer-specific terms.
d) Better collaboration with partners
For B2B brands, collaboration with suppliers, distributors, and third-party logistics providers is critical. Data standardisation facilitates smooth data exchange, allowing for real-time communication and better collaboration throughout the supply chain. This results in faster order fulfilment, fewer errors, and stronger partner relationships.
When personalisation is combined with proprietary customer data, businesses see a revenue boost of 6% to 10%.
e) Regulatory compliance and security
Many B2B industries, such as healthcare, manufacturing, and finance, have strict regulations regarding data handling and privacy. Data standardisation helps businesses comply with industry standards and ensure the security of sensitive information. Centralising and standardising data also makes it easier to track data lineage and ensure audit trails.
How to implement data standardisation in B2B commerce?
Implementing data standardisation requires a strategic approach, especially in complex B2B environments.
Here are some steps B2B brands can take to standardise their data effectively:
1. Audit existing data
Start by assessing the current state of your data. Identify inconsistencies, missing fields, and duplicate records.
2. Establish data governance policies
Create a set of rules that outline how data should be collected, stored, and updated. This includes defining roles and responsibilities for data management within your organisation.
3. Invest in centralised systems
Outsource data standardisation using a platform that helps you with modern commerce solutions like PIM, CRM, OMS, CMS, and ERP systems to centralise and manage data across departments and sales channels. These platforms allow you to maintain a single source of truth for all your data.
4. Use data integration tools
Ensure that your commerce platform integrates with key systems, including inventory management, customer databases, and supply chain software. This facilitates real-time data exchange and reduces the risk of errors.
5. Monitor and refine
Once your data is standardised, continuously monitor it to ensure that data entry processes follow the established rules. Regular audits and updates are necessary to maintain data quality over time.
Conclusion
As B2B retail brands grow, managing and leveraging data becomes increasingly challenging. Without proper data standardisation, businesses risk inefficiencies, lost opportunities, and diminished customer experiences. However, by investing in data standardisation, B2B brands can gain a competitive edge, driving growth through improved efficiency, customer satisfaction, and operational scalability.
In today’s digital-first world, B2B brands that standardise their data are better positioned to adapt to market changes, innovate, and provide superior customer experiences. Standardised data is not just a technical necessity; it’s a strategic differentiator for the future of B2B commerce.
You can continue with this: Latest B2B Commerce Strategies: Reports & Analysis
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