RELATED CONTENT
“A great B2B site always has its customers in mind and it should
be designed and function according to their needs,” said Sherry Lay,
chief merchandising officer for Viva International Group. “For Viva,
this began with the creation of the site itself. We knew our customers
wanted the opportunity to learn about our brands and products and make
purchases at their convenience. We keep them in mind with every
enhancement we make.”
Those enhancements include real-time product stock information;
brand info including consumer profile, news, events, specs and trends;
Viva corporate information; 24/7 account access and ordering. “The
biggest differentiator of www.vivagroup.com is the shopping capability. I
also count our real-time inventory status, advanced search functions
and the 360-degree product view as unique features,” added Lay.
“B2B sites have evolved to be much more customer focused,”
continued Lay. “At one time, sites simply functioned as platforms for
companies to ‘talk’ about themselves. Now functionality and content is
about what the customer needs and wants and with the advance of social
media, customers have many platforms where they can interact with a
brand.”
Part of the
www.vivagroup.com evolution includes adding online
ordering for its international accounts in 2011. “The site was last
redesigned in March 2010. We have spent the last few months better
understanding our customer and how they use the site and will make
improvements based on their feedback. We target March 2011 for
enhancements to go live,” concluded Lay.
■
■
Back to Cover Story: Site Support