How BB Wheels Made the Soar to B2B with BigCommerce

With greater than a decade in enterprise, BB Wheels is a small, family-owned enterprise positioned in Albany, Minnesota. With a mission “to turn out to be your most well-liked on-line procuring vacation spot for wheels, tires, and automobile equipment,” BB Wheels takes delight in providing personalised service with high-quality merchandise at unbeatable costs.

However aside from promoting direct-to-consumer (DTC), BB Wheels has additionally discovered a foothold within the B2B house. 

To study extra about their B2B success, we sat down with Dean Goebel, President of BB Wheels, and Chelsey Eggert, Director of Operations, to seek out out what BigCommerce options their enterprise is leveraging, how they work with B2B prospects and extra.

Deciding on the Proper Device for the Job

Shelley Kilpatrick: You’ve been on BigCommerce some time, however again whenever you have been evaluating platforms, what have been among the deciding components for selecting BigCommerce?

Dean Goebel: “With the complexity of how we constructed our merchandise and the sheer dimension of our catalog, BigCommerce was the best choice. There have been different platforms that will have labored, however they have been very custom-made, costly and would have required folks with a pretty big technological ability set. 

“We wish to hit the ‘simple button’ wherever we will, and BigCommerce gave us what we wanted, on the proper value level and allowed us to launch and transfer rapidly.”

SK: Talking of shifting rapidly, how has BigCommerce enabled you to develop what you are promoting?

DG: “The large advantages of BigCommerce have been that you simply’re at all times iterating on the backend; the infrastructure is at all times being improved and maintained. The second is your app universe. With the ability to plug high-quality add-ons into our web site, rapidly and effectively is a giant deal.”

Chelsey Eggert: “The truth that BigCommerce makes certain that all the pieces’s safe and we don’t have to fret about upkeep, makes it in order that we will deal with merchandise that we wish to push out and our prospects — that actually helps.”

Shifting Gears to Promoting B2B On-line

SK: Switching gears to speak about B2B, how does BigCommerce provide help to promote to those patrons? 

CE: “Now we have a good variety of sellers who buy from us and resell the merchandise. They’re on a wholesale account with us. Moreover, typically retailers have their prospects purchase via us, after which they set up the merchandise.”

“Wholesale prospects can purchase via our common web site, however we additionally provide completely different reductions, relying on quantity and what they’re doing, than what’s provided to the common purchaser. A few of the BigCommerce options we use to set this up on the back-end embrace buyer teams and tariffs.”

SK: Do you do something particular to market to B2B prospects?

CE: “I don’t assume we’ve ever particularly tried to market to B2B patrons. Usually, it finally ends up being a neighborhood auto store that calls us — they’re doing a customized construct for a buyer who desires a selected set of wheels — they’ll speak with considered one of our fitment consultants and that’s how the connection begins. 

“Then, both they may come to us and say, ‘Hey, do you guys have a vendor account that I can get signed up for?’ or if we see that there’s a pattern that they hold coming again, we’ll point out it to them. ‘Do you wish to join and be a vendor?’” 

DG: “We’ve at all times had fairly first rate search engine optimization, however we do spend some huge cash on varied focused advertising via our procuring campaigns. Plenty of these patrons are actually the identical, as a result of they’re in search of a wheel, after which they see us displaying up in all places they usually’ll name us, and we set up that relationship.”

Placing Clients within the Driver’s Seat

SK: How do you give B2B prospects one of the best of each worlds — the web expertise and the human contact?

DG: “When you discover our web site, we actually attempt to make an effort to make the shopping for course of as simple as doable — we attempt to take away as many buy roadblocks understanding that we’re going to have the next incorrect fitment order fee, however that’s the place the human contact is available in. That is a part of our particular secret sauce, the place we make it simple to purchase, understanding we might must work with the client put up buy to get the right fitment for his or her particular software.

“After the order is positioned, we’ve got a fitment professional on the backend that’s manually reviewing our wheel orders, validating fitment. We then attain out to the client and say, ‘Hey, this wheel’s most likely not going to work in your automobile. You most likely want this bolt sample or this offset’ — and folks love that. 

“Folks love the truth that, ‘This web firm known as me to inform me that I ordered flawed, they usually’re searching for me to do the precise factor.’ That kind of expertise is what we attempt to do with our sellers as properly.

“It’s simply a variety of widespread sense. Deal with them proper. Give them good pricing and ship issues actually quick. On the finish of the day, it really works out.”

Discover the B2B Ecommerce Resolution from BigCommerce

Are you a direct-to-consumer (DTC) enterprise seeking to get into the B2B house? Schedule a demo for BigCommerce B2B Version, and our ecommerce consultants might be comfortable to help you within the transition. And for additional insights on all issues B2B, take a look at The State of B2B Ecommerce: 2022 Pattern Report.


Leave a Reply