Why PunchOut Catalog is the Best Fit for B2B Customers
The
PunchOut protocol is the key to B2B ecommerce success. The protocol is designed
to be compliant with the B2B purchasing process. B2B suppliers commonly use Ariba PunchOut catalog solution
to connect with their large customers. This is because big customers do not
follow the traditional checkout methods of online shopping. Their approval
process is different from the one followed by B2C customers. Also, unlike B2C
customers, B2B customers use a specific software to conduct purchasing
activities, which is commonly referred to as procurement system.
The
procurement manager is assigned the task of completing the purchasing process.
He acts as the point of contact between a business and its suppliers. Through
this purchasing software, the manager logs into the supplier’s site. After the
items have been selected, the manager however doesn’t have the authority to
make the payments, unless he gets the shopping cart approved from the higher
authority. This is where the PunchOut catalog comes
into picture.
A
PunchOut user after adding items to the cart does not go through conventional
checkout process. He clicks on ‘PunchOut your Order’ which causes the shopping
cart to return back to the procurement system. From the procurement system, the
shopping cart is then transmitted to the approver. So you see the PunchOut
protocol is designed to fit into the approval workflow of B2B customers. Upon
receiving cart approval from the concerned authority, a notification email is
generated and sent to the supplier indicating that the order is confirmed. No
wonder, it is rightly said that PunchOut catalog solution provides
a customizable buyer experience.
As
far as B2B suppliers are concerned, they too have different prices for
different customers. The products are sold at a contract price which is not the
same for every customer. This complicated pricing strategy can also be easily
implemented using PunchOut.
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