BRANDS
ATTENTION TO DETAIL W
hilst working a part-time bike shop job, BikeBiz staff writer Simon Cox scanned barcodes on Restrap products into the search bar of the
brand’s customer-facing, B2C website, curious to see what, if anything, happened. Not only did the barcodes scan, they also delivered colour-
matched products. Next, he tried the search function, typing in partial or single words. Again, this turned up accurate search results. Why is this interesting? Many distributors’ B2B websites don’t perform this well –
despite being business critical, supporting sales relationships between shops and distributors. Why is this important?
www.bikebiz.com
Simon Cox sits down with Colin Williams and Alex Dyson of Restrap to discuss the brand’s omnichannel approach and how its technology serves both the B2B and B2C effi ciently
A number of B2B distributors are now making D2C moves. In a D2C space, an omnichannel approach only works well when a business has cast iron control of its live stockholding, working in tandem with a single ‘product description’ source of knowledge, served to website visitors, irrespective of B2B, B2C, or D2C. Without this ‘single version of the truth’, it is all but impossible to meet today’s customer expectations.
What does it take to make this work? We asked Colin Williams and Alex Dyson this and much more. CW: I should start by saying that our most recent B2B-focused development in levelling up our back-end site to be more retail sales friendly is our Citrus-Lime and Push integrations.
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