Confidential Global B2B Technology Company :: Data & Devices Business Unit
Approach
The client sought to develop digital purchase experience strategies for the Data and Devices business unit. noodle conducted one-on-one moderated interviews with customers and non-customers. The research focused on understanding customer expectations for online purchasing, pain points in the current experience, and key factors driving the selection process.
Outcome & Impact
The majority of participants rely on distributor websites for small, quick orders, due to superior functionality and the convenience of a "single shopping basket". The client website was generally viewed as outdated and difficult to navigate due to convoluted search and filtering, which hinders product research. The impact of this research was identifying critical areas for digital investment to capture direct sales and improve customer research efficiency. Opportunities for the client included:
Improved Findability Experience: Implementing a modern, user-friendly website design with enhanced search functionality, especially intuitive parametric filtering capabilities to narrow down vast selections.
Comprehensive Information Access: Ensuring that the website features easy access to complete and up-to-date product documentation (e.g., datasheets, 3D drawings, compliance files like RoHS certificates).
Superior Online Purchase Experience: Modeling the digital purchasing journey after best-in-class distributors. This includes offering competitive pricing, reducing minimum order quantities (MOQs) for online purchasing, providing detailed order tracking and status updates beyond "in process", and allowing easy reordering of common items.
Proactive Engagement and Support: Leveraging salient moments (like sample requests or small orders) to cross-sell and motivate loyalty. Participants value personalized support from a dedicated single point of contact or easy access to technical experts/engineers for complex needs.
