How to sell equipment for 2 million rubles online. Experience of Jungheinrich Russia

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In three years, the turnover of our online store of professional warehouse equipment jh-shop.ru has tripled. Digital technologies are changing even such a conservative niche as the warehouse logistics market. Using our own example, we tell you what is important for the success of an online store in the B2B segment.

Our company is the official representative of a German Taiwan WhatsApp number concern for the production of intralogistics equipment. We are quite traditional in our methods of interacting with clients. Historically, the most effective channel for us has been offline. It is also the most expensive, as it requires high-quality selection and training of specialists who regularly visit clients and maintain relationships. Offline events are a separate expense item.

Alexey Makaryev, CEO of Jungheinrich Russia

In 2019, we organized our own single-brand exhibition in Moscow for the first time. At 1,700 sq. m., we met with 380 client representatives, showed new products live, and discussed trends. The budget for the event was comparable to participation in a Russian industry exhibition, but then our exposition area was 10 times smaller with the same number of contacts. We hope to return to the offline format, but on a par with online marketing, which has proven its effectiveness in our difficult niche. In my opinion, we managed to dispel the prejudice that such a complex B2B segment as warehouse logistics cannot sell through an online store.

So, here are the key factors that helped us develop marketing and sales. We have presented them in the form of tips.

1. Go online despite the effectiveness of offline channels
Three years ago, we carefully began to develop an online presence. The fact that expensive equipment would be bought online was just a hypothesis that we wanted to test.

First, we put together an online store website, then tested new advertising channels for ourselves. We started with a budget of 150 thousand rubles per month, gradually increasing it and correlating it with the effectiveness of the campaigns.

Looking ahead, I will say that we approached the 2020 pandemic period well prepared, with valuable experience and knowledge in online promotion. This allowed us to quickly make a budget maneuver and reconfigure advertising campaigns. Therefore, during the crisis, we only strengthened our positions online. Now we invest more than 1 million rubles in Internet marketing and receive an average ROMI of over 150%.

Call tracking has significantly helped us in assessing the effectiveness of advertising. It allows you to see which ads lead to calls.

If your website generates calls, call tracking should be an integral part of marketing. We implemented this technology relatively recently and regret that we could not do it earlier due to a number of technical limitations.

Don't waste your advertising budget
The call tracking and end-to-end analytics service will show the effectiveness of each source in the context of "from click to sale".

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2. Constantly work on the website
In the B2B segment, the product itself is complex, so we must simplify the buyer's interaction with us at least at the first stage. That is, during a visit to the site. Design, usability and every additional click affect sales, so interface optimization is a constant work.

We chose Bitrix as the engine: this platform has much more opportunities for quick revision compared to a custom-written corporate website platform, any changes on which are subject to approval by the head office in Hamburg.

"Bitrix" initially offers ready-made convenient solutions for online stores that do not need to be written. They do not require constant modifications by programmers, there are convenient modules for legal entities. For example, a module that allows you to immediately attach details during the order process and quickly receive an invoice (it will arrive 10 minutes after approval). All this makes the process of buying equipment online fast and safe, like in a large online store of household appliances.

We created clear sections, convenient navigation, concise and informative product cards, recommendations, and a content part. Each change was tested. There were also unsuccessful tests: for example, we abandoned pop-up windows, since they did not give the desired result, but only reduced the time and depth of viewing.

Buyers of complex equipment need prompt information support and help in choosing the right model, and sometimes the type of equipment. For example, errors can occur when selecting the height of the stacker mast, or the client may not