With updated, robust website security measures in place, online shoppers can rest assured that their personal information will not be malevolently accessed. This is reflected in the estimated $1 tril-lion in web-influenced sales that will be seen in 2011. Regardless of whether or not actual pur-chases are made, consumers and busi-nesses are using the e-commerce platform to perform research and make informed decisions about products. “Our overriding goal is to help contractors and in-house staffs do their jobs more effectively, cut costs, eliminate redundan-cies and simplify tasks,” asserts Michael Feenan, vice president of marketing for xpedx. “We are helping them clean smarter and greener — even with fewer resources at their disposal.” Why E-commerce? Electronic commerce is all about conven-ience. By automating everything online, compa-nies gain visibility into where they are spending money. Additionally, JanSan professionals are empowered with a few clicks of the mouse to easily search for, browse and purchase the products they need instead of thumbing through paper catalogs that may be out of date or incomplete. “In the traditional paper-driven purchas-ing environment, a significant amount of time and labor is invested to determine what products to purchase, process the orders and obtain approvals from all the appropriate managers,” states Lisa Hamblet, vice president of Facility Solutions at Staples. “Information tends to be decen-tralized and it is more difficult to track where and how money is being spent. E-com-merce tools not only accelerate the pur-chasing process and ease the administra-tive headaches associated with procure-ment, they also offer a powerful way for companies to control costs.” Larger, nationwide distributors are able to provide added value to multi-location businesses by consolidating purchases from a single vendor, which helps them realize greater savings and helps to streamline purchases across different office locations. but I also co-own a distributorship with my partner. As a service provider, I utilize a local distributor for the items not carried in our store. This distributor has an online store for me to browse, but I have always enjoyed the ‘shop talk’ I get by meeting or calling my salesperson. It doesn’t stop me from e-mailing my orders in each month — and that is convenient — but I still like to talk to people.” To quell the hesitancy to fully adopt the capabilities of online sales, the following are demands of the B2B market from potential utilizers of e-commerce: Think like a consumer Keep the layout simple and intuitive Provide detailed product images and descriptions Make payment processing easy Increase site security Strive for thorough and prompt cus-tomer service Market the site and its product and service offerings. From controlling costs more effectively to streamlining the ordering process, e-com-merce provides a robust and flexible solu-tion that allows companies to minimize the time it takes to get what they need. “Today, JanSan professionals understand that e-commerce plays an important role in helping them become more efficient in their jobs and drives down the cost of goods and services,” notes Hamblet. Success With E-commerce According to experts, e-commerce busi-nesses need to embrace the following five trends to maximize their B2B efforts: 1. Serve a large number of smaller accounts with self-service options 2. Become the Amazon.com of the JanSan industry by adopting B2C best practices 3. Improve account penetration with buyer-centric marketing 4. Innovate the online business model to open new channels and penetrate new markets 5. Participate in social networks to build a community around company brands. CM Resistant To Change Some in the JanSan industry have reserva-tions about e-commerce, fearing that it might erode the personal relationships that have been built and nourished for years between distributors and custodial profes-sionals. However, as some are discovering, e-commerce can help foster different relation-ships with suppliers and does not neces-sarily take the place of interpersonal inter-action with your local go-to guy or girl. Ken Galo, owner of L&K Office Cleaning Services LLC, has this to say about the role of e-commerce in the JanSan industry: “I am first and foremost a service provider, www.cmmonline.com 29
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