B2B buyers are resembling consumers in their online commerce preferences and expect vendors to have cross-channel visibility and omni-channel fulfillment options, according to a survey of 930 B2B buyers at organizations in Canada, the US, UK, France, and Germany. The study [pdf], conducted by Forrester Consulting on behalf of Accenture and hybris, finds that customers’ expectations are the leading driver of vendors’ investments in omni-channel initiatives. (more…)
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How B2B Vendors Are Working to Meet Buyers’ Omni-Channel Desires
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