The Ecommerce Toolbox: Expert Perspectives
Ecommerce Experts, Noibu
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How B2B ecommerce fails when you ignore the field
Anna Lazzarini, Director of Customer Experience and Analytics at White Cap, speaks about what it really takes to deliver great B2B ecommerce experiences in complex industries like construction supply. She explains why customer feedback alone is rarely actionable, how to translate blunt field complaints into measurable improvements, and why analytics fragmentation can undermine your entire ecommerce program. From omnichannel pricing conflicts to fragmented analytics systems, Anna shares practical lessons for ecommerce leaders trying to modernize legacy infrastructure without alienating the field. Tune in to hear how Anna approaches KPIs, system design, and analytics discipline in environments where getting one order wrong can delay an entire job site.
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