With greater than a decade in enterprise, BB Wheels is a small, family-owned enterprise positioned in Albany, Minnesota. With a mission “to change into your most well-liked on-line buying vacation spot for wheels, tires, and automobile equipment,” BB Wheels takes pleasure in providing customized service with high-quality merchandise at unbeatable costs.
However other than promoting direct-to-consumer (DTC), BB Wheels has additionally discovered a foothold within the B2B area.
To be taught extra about their B2B success, we sat down with Dean Goebel, President of BB Wheels, and Chelsey Eggert, Director of Operations, to seek out out what BigCommerce options their enterprise is leveraging, how they work with B2B clients and extra.
Choosing the Proper Device for the Job
Shelley Kilpatrick: You’ve been on BigCommerce some time, however again while you had been evaluating platforms, what had been a few of the deciding elements for selecting BigCommerce?
Dean Goebel: “With the complexity of how we constructed our merchandise and the sheer measurement of our catalog, BigCommerce was the most suitable choice. There have been different platforms which will have labored, however they had been very custom-made, costly and would have required individuals with a reasonably large technological ability set.
“We wish to hit the ‘simple button’ wherever we are able to, and BigCommerce gave us what we wanted, on the proper value level and allowed us to launch and transfer rapidly.”
SK: Talking of transferring rapidly, how has BigCommerce enabled you to develop what you are promoting?
DG: “The massive advantages of BigCommerce have been that you just’re all the time iterating on the backend; the infrastructure is all the time being improved and maintained. The second is your app universe. With the ability to plug high-quality add-ons into our web site, rapidly and effectively is an enormous deal.”
Chelsey Eggert: “The truth that BigCommerce makes certain that every thing’s safe and we don’t have to fret about upkeep, makes it in order that we are able to maintain merchandise that we need to push out and our clients — that basically helps.”
Shifting Gears to Promoting B2B On-line
SK: Switching gears to speak about B2B, how does BigCommerce provide help to promote to those consumers?
CE: “We have now a good variety of sellers who buy from us and resell the merchandise. They’re on a wholesale account with us. Moreover, generally outlets have their clients purchase via us, after which they set up the merchandise.”
“Wholesale clients should buy via our common web site, however we additionally provide totally different reductions, relying on quantity and what they’re doing, than what’s provided to the typical purchaser. A few of the BigCommerce options we use to set this up on the back-end embody buyer teams and tariffs.”
SK: Do you do something particular to market to B2B clients?
CE: “I don’t suppose we’ve ever particularly tried to market to B2B consumers. Usually, it finally ends up being a neighborhood auto store that calls us — they’re doing a customized construct for a buyer who needs a selected set of wheels — they’ll discuss with one in every of our fitment consultants and that’s how the connection begins.
“Then, both they may come to us and say, ‘Hey, do you guys have a seller account that I can get signed up for?’ or if we see that there’s a development that they maintain coming again, we’ll point out it to them. ‘Do you need to join and be a seller?’”
DG: “We’ve all the time had fairly respectable search engine marketing, however we do spend some huge cash on varied focused advertising via our buying campaigns. A variety of these consumers are actually the identical, as a result of they’re on the lookout for a wheel, after which they see us displaying up all over they usually’ll name us, and we set up that relationship.”
Placing Prospects within the Driver’s Seat
SK: How do you give B2B clients the most effective of each worlds — the net expertise and the human contact?
DG: “If you happen to discover our web site, we actually attempt to make an effort to make the shopping for course of as simple as attainable — we attempt to take away as many buy roadblocks realizing that we’re going to have the next incorrect fitment order fee, however that’s the place the human contact is available in. That is a part of our particular secret sauce, the place we make it simple to purchase, understanding we might have to work with the client publish buy to get the right fitment for his or her particular utility.
“After the order is positioned, we’ve got a fitment skilled on the backend that’s manually reviewing our wheel orders, validating fitment. We then attain out to the client and say, ‘Hey, this wheel’s in all probability not going to work on your automobile. You in all probability want this bolt sample or this offset’ — and other people love that.
“Individuals love the truth that, ‘This web firm known as me to inform me that I ordered flawed, they usually’re searching for me to do the precise factor.’ That kind of expertise is what we attempt to do with our sellers as nicely.
“It’s simply lots of widespread sense. Deal with them proper. Give them good pricing and ship issues actually quick. On the finish of the day, it really works out.”
Discover the B2B Ecommerce Answer from BigCommerce
Are you a direct-to-consumer (DTC) enterprise seeking to get into the B2B area? Schedule a demo for BigCommerce B2B Version, and our ecommerce consultants can be comfortable to help you within the transition. And for further insights on all issues B2B, try The State of B2B Ecommerce: 2022 Pattern Report.