webinarsbreadcrumb separator5-types-of-ecommerce-marketplace-businesses-chapter-4

Chris Reddick (President and CEO of Clarity Ventures) and Ron Halversen (Vice-President of Sales and Marketing) wrap up the webinar by discussing multi-branded stores.

Part 1 of a 4-part series (Return to Part 3)

RON: Let's talk about one of the unique features that I really love about the Clarity eCommerce platform (CEF)—and some other platforms have this—but I've seen some clients that like a multi-branded store. Do you want to give us an idea of what a multi-branded marketplace or multi-branded storefront looks like? 
 
CHRIS: Thanks, Ron. This is really interesting topic for a lot of B2B eCommerce companies, because you may have a general audience, a niche, that you really wanted to present to. Now this niche could be based on a specific category that you want to focus on with different product types and the related marketing and branding. It could be a specific region of the world. It could be a country or even a part of the country. It could be a very specific company that you want to target that you're working with. Maybe a large representation of your top line revenue comes from that particular client.

Whatever it is, you want the ability with a marketplace to be able to focus on and cater to the niche offerings that you can provide in the market. This capability to have a multi-branded store, it really allows you to set up a single additional or literally an unlimited number of additional stores that can be catered to the different areas that I just listed out. Basically the concept is they can have their own subdirectory, subdomain, or completely separate domain. You can have their own branding and styling, or they can hear it from the standard branding and styling, but maybe have a slight variation.

what is hipaa

CHRIS: For example, one of the things that was really interesting, Ron, on some of our recent work, was we had a eCommerce marketplace that was a general marketplace. But the company itself had several clients that were very large, and they wanted them to have their own branded, individualized portals that they could go to. So whenever those customers log in and go to their portal, it's actually a unique access point for them, and therefore they don't have to deal with all of the otherwise confusing branding that would be relatively generic. They can see their logo, they can see their information, and it's isolated just to them. And then, of course different companies can be sent to different domains.  

Again, this can also be something where it's possibly an OEM manufacturer who is producing parts. Maybe they produce parts for motorcycles and automobiles. And now they've decided that they want to start producing them for large commercial vehicles. And so they might want to have separate sites or this multi-branding for each of those. So those might be a few examples for B2B eCommmerce that would apply here. 
 
RON: Got it. So it's a centralized back end, but we have a separate website on the front end that can be fully branded for them. Some of the conversations that we've had with some clients, and some of the implementations that we've done is, like you said, where there's a specific eCom marketplace. And then for different reasons, one might be, well, “John Deere sells on my website, so I have their parts embedded within all ours. But a lot of people want to go to just look at the John Deere stuff.”  

Conversely, I could have a huge client like Coca-Cola, and Coca-Cola is buying from my store. I carry 10,000 SKUs, but Coca-Cola's only approved 500 SKUs from my storefront. So I'm going to create a separate storefront just for Coca-Cola, that entry point portal you talked about. And when a Coca-Cola employee logs in to a multi-store eCommerce platform to buy from that storefront, only the 500 products that are approved by Coca-Cola to be purchased by their employees would be in that storefront.  

So it's a two factor. It could be one where you've got a big vendor that's really high profile, like a John Deere, so you want to give them their own storefront. But you might also have a big client that, when they come to your marketplace eCommerce store, they don't want to see the noise of your marketplace. They only want to see the products that they've approved for their employees to buy.  

what is hipaa

RON: So for them, you create a filtered view, that might be a good way to look at it. It's a separate URL, a separate domain, maybe even branded for that client, but a separate portal view into your B2B or B2C marketplace eCommerce software that really controls the experience that they want from you. Is that the two main scenarios we're talking about here? 

CHRIS: Yeah, I think a filtered view is a great way of saying it. And what's really cool is, like you're implying and really clarifying here, is that it's possible to deploy that in its own unique marketing site, which is really, really powerful. So this can include things like customizing the B2B payment gateway, the payment terms, the options that we present in the UI. I mean, the list goes on. 

The bottom line is, like you said as well, this centralized back end, a standard set of integrations. Essentially, we want to continue to reduce and streamline, reduce overhead and streamline your operations, leveraging the software. That's what it was designed for from the beginning. So fundamentally, you're going to see that throughout the DNA of how we've architected it. But yeah, I think that's a great explanation of B2B payment processing.
 
RON: So it's that full circle. Well, any closing thoughts, Chris? 
 
CHRIS: I would just say that each of these topics are really detailed. And depending on where you're going with your marketplace platform, you absolutely have an option and a resource with the Clarity team to be able to get a complimentary discovery that truly is a no-sales [talk]. We want to help.  

Of course, if there is a good fit for us to collaborate together, great. But if not, we'll point you in a direction that we think, based on our experience, is going to be best for your marketplace website. Certainly, if you found this valuable, we would certainly appreciate if you would smash the like button and hit subscribe. And other than that, we'll look forward to seeing you all in the next video. 
 
RON: All right. Stay tuned, folks. Next video is on scalability and customizations when you build a multi-vendor marketplace. Bye for now. 
 
CHRIS: Thanks, Ron. Bye for now. 

Recent Search

HIPAA Compliance AngularJS Web Development ERP Sage Integrations Microsoft Dynamics Xamarin Framework Comparison Essential Website Features

Top Searches

B2B Supply Chain Management WooCommerce Integrations Catalog Product Tags Top B2B eCommerce Challenges Epic Integrations Optimizing Mobile Apps