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A Fortune 14 company’s journey to delivering a modern e-commerce customer experience
Journal of Brand Strategy,
8
(1),
10-19
(2019)
Abstract
Digital transformation in business-to-business (B2B) organisations tends to move very slowly. The expectations of B2B buyers have quickly changed over the last few years. They now demand the same user experience, ease of navigation, intuitive search, robust product content and basic self-service experienced as consumers. This paradigm shift is driven mostly by the retail e-commerce experience that has evolved greatly over the last couple of decades. The challenge for the B2B marketer or e-commerce leader is that the target audience is not willing to wait a decade or two. The gap in current state compared with expected state must be closed with greater speed and urgency. It is these customer demands that prompted Cardinal Health’s medical business to initiate a journey — four years ago — to create an expected e-commerce experience. This case study highlights the Cardinal Health journey to date with an emphasis on making the case for change, developing a roadmap and executing the initial site launch.
Keywords: B2B; e-commerce; customer experience; digital transformation; personalisation; self-service; online merchandising; product content; product search
The full article is available to subscribers to the journal.
Author's Biography
Corey Case is Vice President of Customer Engagement and is responsible for e-commerce, customer loyalty programmes and sales enablement for Cardinal Health’s medical customers. Other roles during his 10 years at Cardinal Health include leading ambulatory care marketing, two years in the corporate marketing function and managing a more than US$500m laboratory product portfolio. He worked in a variety of roles prior to joining Cardinal Health, including product management at Bayer Pharmaceuticals, brand and strategy consulting for healthcare clients at The Navicor Group and sports marketing with the International Management Group.
