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What Customers Want: A Distributor's Guide to Customer Buying & Shopping Preferences

What Customers Want: A Distributor's Guide to Customer Buying & Shopping Preferences

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A newer version of this report,  What Customers Want - 2018 Edition now available for purchase.

What's New:

What Customers Want - 2018 Edition is based on a more comprehensive set of data – more than 8,000 customer responses, compared with 3,500 in the original published in 2016. As a result, some of the numbers may have changed, but the general direction of the shifts in how customers shop and buy outlined in the original report has only been reinforced. We’ve also added data to this report that illustrates how distributors are responding to shifting customer demands.

Click here to view the 2018 version of this report >>


Pages: 38 (PDF Report)

What Customers Want: A Distributor's Guide to Customer Buying & Shopping Preferences analyzes the results of the 2016 Wholesale Distribution Shopping and Buying Survey, which examined how customers of wholesale distribution companies prefer to shop (find products) and buy (purchase products).

This is the first extensive business-to-business customer-based shopping and buying survey for wholesale distribution.

What Customers Want: A Distributor's Guide to Customer Buying & Shopping Preferences provides an aggregate view of distributor customer survey data, including:

  • Customer shopping preferences
  • Customer buying preferences
  • Customer communication preferences
  • The role of e-commerce and other ordering mechanisms in customers’ selection of distributors
  • Functionality customers want when shopping and buying online

More than 3,500 customers across diverse sectors and geographies participated in this research.

Download survey respondent demographics.

More about What Customers Want: A Distributor's Guide to Customer Buying & Shopping Preferences:

Big changes are coming to the way end users shop and buy. They are moving toward more efficient, primarily electronic, vehicles. But they are also moving toward inside sales and customer service reps and away from field sales.

As a result, the need for a distributor to take a multichannel approach is growing. However, many distributors have not kept up with this end-user shift. Rather than take a true multichannel approach, they’ve added a token e-commerce platform and remain overwhelming centered on field sales.

The data in this report will challenge you to think differently about what your business needs to better serve your customers and can further inform your company’s specific needs.

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