A Fortune 14 company’s journey to delivering a modern e-commerce customer experience

Corey Case

Journal of Brand Strategy, 2019, vol. 8, issue 1, 10-19

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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