From the NAW blog:

Distributors must have a strategy for winning in the virtual world by offering differentiated online customer experiences. Today’s distributor webstores do not fit the bill. In most ways, they are imitations of the experience available to customers on virtual marketplaces. Distributors have been told that this is the goal through an oft-repeated mantra — customer expectations forged through consumer buying experiences will migrate to preferences for business buying practices. But why is this true? Is it right for all business customer purchase occasions?

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