Reactivating Dormant B2B Accounts Through eCommerce Portals
Case study showing how Buff, Inc. reactivated 25 dormant accounts and shifted 50% of orders to self-service within two months of launching a B2B ordering portal.
This case study examines how outdoor accessories manufacturer Buff, Inc. implemented Handshake Direct Online (HSDO) alongside a mobile rep ordering app. The shift from manual fax and email orders to a self-service portal eliminated backorder notification delays and enabled previously unprofitable house accounts to place orders without sales rep involvement. Within two months, 25 dormant accounts returned, over half of all orders moved online, and buyers gained access to discontinued inventory through improved product discovery and customer-specific pricing.
B2B eCommerce portals can reactivate accounts previously deemed unprofitable to serve with sales reps
Self-service ordering reduced manual processes including napkin faxes and incomplete email orders
50% of customer orders shifted to the online channel within months of launch
25 dormant house accounts placed orders in the first two months after portal rollout
Commission alignment on all orders kept sales reps supportive of the self-service channel
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