«Digital sales for complex products»

08.10.2024

Author: Roger Kaspar

Imagine this: A highly complex product that could previously only be sold through detailed personal consultation can now be conveniently configured and ordered online with digital support. Sounds unrealistic? With the right strategies and technologies, this has long been possible today. Digitalisation has fundamentally changed the customer journey and opened up new ways of selling complex products.

Ten years ago, I bought a washing machine. Overwhelmed by the technical details (a spin speed in the 3 or 4-digit range meant nothing to me at the time), I sought advice from a specialist shop, as it was common at the time. After ten years of good service (although I'm still convinced that it eats individual socks), my washing machine has unfortunately given up, leaving me with the challenge of buying a new one.

The same challenge as 10 years ago, but in a changed world: Yes, I now know why different spin speeds are necessary and I will add individual modern product features, such as the notification on my mobile phone, to my wish list. What is much more interesting for me is what is at the top of this list today compared to 10 years ago: I will only buy a product that has good reviews and explanatory online videos are definitely a plus. I already know that I will order the washing machine online - if this is not offered, I will keep looking - and if the manufacturer provides me with digital advice in the form of a configurator, then I will be happy to use it. I will check whether the manufacturer offers online support and maintenance so that I can help myself (outside office hours, because that's when I have time) and if I ever need an appointment, I would like to book it online and automatically. I would like to have operating instructions available online - if possible in a customer portal, and I would like to be able to order specific consumables (e.g. drum cleaners) directly.

When you find yourself in a process like this, it becomes clear how important the digital customer journey has become today and what an important part of the actual product these digital services play.

Nowadays, we are used to marketing and after-sales service being very digitalised. In contrast, the degree of digitalisation in consulting is still comparatively low. This can be explained by the fact that consulting on many products and services has an individual component (keyword ‘trying on’ or ‘custom-made’) or has many degrees of freedom for more complex products and therefore cannot be easily mapped digitally. To put it in the context of the customer journey: the consideration phase is still relatively analogue for many products and services.

And it is precisely in this area that the most impressive changes can be expected in the near future, because technology is changing rapidly: Digital touchpoints now enable outstanding user experiences, augmented reality is closing the gap to the physical and conversational AI can provide customers with personalised support. As a result, customer acceptance of digital (or digitally supported) consulting is increasing rapidly and is not only accepted, but also demanded.

This can be seen in various examples: It has now become standard to buy simple products such as food and household items online. Even more individual products such as clothes and furniture can already be sold purely digitally today, without the need for ‘analogue’ customer advice. And even more complex products, in both the B2C and B2B sectors, are increasingly being advised digitally.

Solar systems are a good example: what could previously only be sold through personalised advice is now largely purchased online. Intuitive, digital configurators, with integrated data sources such as location data and local electricity prices, enable a purely digital customer journey from awareness to purchase. 

A good example of this is the blind configurator that we recently realised for Schenker Storen: The 3D modelling technology used helps to elegantly close the gap between product and physical application.

The digitalisation of sales processes has huge business-relevant potential for many companies, as shown by projects we have been able to carry out with B2B and B2C customers: In my opinion, the most important potential is the expansion of the reach of companies. This allows markets to be developed, as well as products and services that could not be developed using analogue sales methods. In addition, a considerable increase in efficiency can be achieved through the automation and digitalisation of consulting. This allows sales staff to concentrate on complex deals and not be absorbed by simple enquiries. (In the example of solar systems, the rush during the energy shortage could not have been handled by sales if digital configurators had not been created).

Another important aspect is that new customer relationships usually materialise for the first time in the ‘consideration’ phase. With a digital consultation, a company creates a customer relationship that has an affinity for digital channels. This lays the foundation for an efficient, digital customer journey through to service and retention.

Which brings us back to the holistic customer journey and how important it is to maintain a complete view of a product or service and to digitalise it in a targeted manner with well thought-out UX and targeted use of technology.

In any case, I will now replace my washing machine with as much digital advice as possible. And when the heat pump is due in the house in a few years' time, I'll be happy to provide an update on the progress of the digital purchasing experience for complex products. I am convinced that I will select and buy it online from a provider who has introduced digital advice by then.