When ALB Energy Solutions started selling through Yahoo Groups and its first website nearly 20 years ago, it had little competition online for the first decade. But now the company has to be strategic to remain a top ecommerce hub for energy-efficient lighting. eMarketer’s Jillian Ryan spoke with CEO Doug Root about the tactics the company uses to maximize ecommerce sales. Root was interviewed as part of eMarketer’s March report, "B2B Ecommerce 2018: Transforming Buying and Selling."
When you started using digital to sell, you found success. Does that still ring true today?
Currently, about 40% of our sales net revenue each year comes directly from our own ecommerce portal, so we are still finding great success with our site. But our tactics have matured since we are no longer alone in the marketplace. We have to be focused on attracting new customers and driving loyalty.
How do you attract your customers?