With greater than a decade in enterprise, BB Wheels is a small, family-owned enterprise situated in Albany, Minnesota. With a mission “to develop into your most popular on-line buying vacation spot for wheels, tires, and automobile equipment,” BB Wheels takes delight in providing personalised 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 house.
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 prospects and extra.
Choosing the Proper Software for the Job
Shelley Kilpatrick: You’ve been on BigCommerce some time, however again if you had been evaluating platforms, what had been a number of the deciding components for selecting BigCommerce?
Dean Goebel: “With the complexity of how we constructed our merchandise and the sheer measurement of our catalog, BigCommerce was the best choice. There have been different platforms which will have labored, however they had been very personalized, costly and would have required folks with a pretty big technological talent set.
“We prefer to hit the ‘straightforward button’ wherever we will, and BigCommerce gave us what we wanted, on the proper value level and allowed us to launch and transfer shortly.”
SK: Talking of shifting shortly, how has BigCommerce enabled you to develop your corporation?
DG: “The massive advantages of BigCommerce have been that you simply’re at all times iterating on the backend; the infrastructure is at all times being improved and maintained. The second is your app universe. With the ability to plug high-quality add-ons into our web site, shortly and effectively is a giant deal.”
Chelsey Eggert: “The truth that BigCommerce makes certain that every little thing’s safe and we don’t have to fret about upkeep, makes it in order that we will handle merchandise that we need to push out and our prospects — that basically helps.”
Shifting Gears to Promoting B2B On-line
SK: Switching gears to speak about B2B, how does BigCommerce enable you promote to those patrons?
CE: “We’ve got a good variety of sellers who buy from us and resell the merchandise. They’re on a wholesale account with us. Moreover, typically outlets have their prospects purchase via us, after which they set up the merchandise.”
“Wholesale prospects should buy via our common web site, however we additionally provide completely different reductions, relying on quantity and what they’re doing, than what’s supplied to the typical purchaser. A number of the BigCommerce options we use to set this up on the back-end embrace buyer teams and tariffs.”
SK: Do you do something particular to market to B2B prospects?
CE: “I don’t assume we’ve ever particularly tried to market to B2B patrons. Typically, it finally ends up being a neighborhood auto store that calls us — they’re doing a customized construct for a buyer who needs a particular set of wheels — they’ll discuss with considered one of our fitment specialists 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 pattern that they hold coming again, we’ll point out it to them. ‘Do you need to join and be a seller?’”
DG: “We’ve at all times had fairly first rate website positioning, however we do spend some huge cash on numerous focused advertising and marketing via our buying campaigns. A whole lot of these patrons are actually the identical, as a result of they’re on the lookout for a wheel, after which they see us exhibiting up far and wide and so they’ll name us, and we set up that relationship.”
Placing Prospects within the Driver’s Seat
SK: How do you give B2B prospects the perfect of each worlds — the web expertise and the human contact?
DG: “In case you discover our web site, we actually attempt to make an effort to make the shopping for course of as straightforward as potential — we attempt to take away as many buy roadblocks figuring out that we’re going to have the next incorrect fitment order price, 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 straightforward to purchase, understanding we could have to work with the client publish buy to get the right fitment for his or her particular software.
“After the order is positioned, now we have 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 most likely not going to work on your automobile. You most likely want this bolt sample or this offset’ — and folks love that.
“Individuals love the truth that, ‘This web firm known as me to inform me that I ordered incorrect, and so they’re looking for me to do the correct factor.’ That sort of expertise is what we attempt to do with our sellers as properly.
“It’s simply a whole lot 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 trying to get into the B2B house? Schedule a demo for BigCommerce B2B Version, and our ecommerce specialists will likely be pleased to help you within the transition. And for further insights on all issues B2B, take a look at The State of B2B Ecommerce: 2022 Development Report.