How BB Wheels Made the Leap to B2B with BigCommerce


With greater than a decade in enterprise, BB Wheels is a small, family-owned enterprise situated in Albany, Minnesota. With a mission “to change into your most well-liked on-line buying vacation spot for wheels, tires, and automobile equipment,” BB Wheels takes satisfaction in providing customized 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 area. 

To be taught 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 clients and extra.

Deciding on the Proper Software for the Job

Shelley Kilpatrick: You’ve been on BigCommerce some time, however again while you have been evaluating platforms, what have been a few of the deciding elements for selecting BigCommerce?

Dean Goebel: “With the complexity of how we constructed our merchandise and the sheer dimension of our catalog, BigCommerce was the most suitable choice. There have been different platforms which will have labored, however they have been very personalized, costly and would have required individuals with a pretty big technological ability set. 

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

SK: Talking of shifting rapidly, how has BigCommerce enabled you to develop your online business?

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

Chelsey Eggert: “The truth that BigCommerce makes positive that all the things’s safe and we don’t have to fret about upkeep, makes it in order that we are able to deal with merchandise that we need to push out and our clients — 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 consumers? 

CE: “We’ve a good variety of sellers who buy from us and resell the merchandise. They’re on a wholesale account with us. Moreover, typically outlets have their clients purchase by means of us, after which they set up the merchandise.”

“Wholesale clients should buy by means of our common web site, however we additionally provide totally different reductions, relying on quantity and what they’re doing, than what’s provided to the common purchaser. A number 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 clients?

CE: “I don’t assume we’ve ever particularly tried to market to B2B consumers. Typically, it finally ends up being an area auto store that calls us — they’re doing a customized construct for a buyer who desires a selected set of wheels — they’ll discuss with one in every of our fitment specialists and that’s how the connection begins. 

“Then, both they’ll 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 development that they hold coming again, we’ll point out it to them. ‘Do you need to enroll and be a vendor?’” 

DG: “We’ve all the time had fairly respectable web optimization, however we do spend some huge cash on varied focused advertising and marketing by means of our buying campaigns. Numerous these consumers are actually the identical, as a result of they’re in search of a wheel, after which they see us exhibiting up far and wide they usually’ll name us, and we set up that relationship.”

Placing Clients within the Driver’s Seat

SK: How do you give B2B clients 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 potential — we attempt to take away as many buy roadblocks understanding that we’re going to have a better incorrect fitment order charge, 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 could must work with the shopper publish buy to get the right fitment for his or her particular software.

“After the order is positioned, we’ve got a fitment skilled on the backend that’s manually reviewing our wheel orders, validating fitment. We then attain out to the shopper 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 other people love that. 

“Individuals love the truth that, ‘This web firm referred to as me to inform me that I ordered mistaken, they usually’re searching for me to do the correct factor.’ That sort of expertise is what we attempt to do with our sellers as nicely.

“It’s simply a whole lot 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 trying to get into the B2B area? Schedule a demo for BigCommerce B2B Version, and our ecommerce specialists will probably be completely satisfied to help you within the transition. And for further insights on all issues B2B, try The State of B2B Ecommerce: 2022 Development Report.



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