Discover the key to success in the redevelopment of Shell\u2019s B2B ecommerce platform.
\r\n", "links": [{"name": "How we create consumer-like experiences for our B2B customers", "value": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers.html"}], "image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/metadata.shellimg.jpeg/1738057542869/market-hub-article__q-cbb806e0.jpeg", "alt": "Person using the MarketHub on a tablet", "width": 2538, "height": 1428}}, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/metadata"}, {"organism": "ContentOwner", "model": {}, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/contentowner"}, {"organism": "Container.Header", "children": [{"organism": "Container.Raw", "ref": "/business/jcr_content/root/header/inherited.model.json", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/header/inherited", "model": {}}, {"organism": "Breadcrumb", "model": {"links": [{"name": "Home", "value": "/index.html"}, {"name": "Business", "value": "/business.html"}, {"name": "Mobility", "value": "/business/mobility.html"}, {"name": "Industrial Lubricants and Oils for Business", "value": "/business/mobility/lubricants-and-engine-oils.html"}, {"name": "Our Perspectives Content Hub", "value": "/business/mobility/lubricants-and-engine-oils/perspectives.html"}, {"name": "Case Study: How we create consumer-like experiences for our B2B customers", "value": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers.html"}]}, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/header/breadcrumb"}], "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/header", "model": {}}, {"organism": "Container.Main", "children": [{"organism": "Container.Section", "children": [{"organism": "PageHeaderBanner", "color": "semitransparent", "model": {"title": "Case Study: How we create consumer-like experiences for our B2B customers", "text": "Discover the key to success in the redevelopment of Shell\u2019s B2B ecommerce platform.
\r\n\r\n\r\n\r\n\r\n\r\n\r\n", "image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/page_header.shellimg.jpeg/1738069606342/market-hub-article__q-c5586331.jpeg", "alt": "Person using the MarketHub on a tablet", "width": 3294, "height": 1440}}, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/page_header"}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/text", "model": {"title": "Key Takeaways"}}, {"organism": "Container.List", "children": [{"organism": "ListItem", "color": "inherited", "colspan": 6, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item_copy", "model": {"title": " ", "text": "In the world of ecommerce, customers expect B2B platforms to work as well as the consumer ordering websites and portals they use to order everyday items with ease. And, if your ecommerce platform doesn\u2019t deliver that experience, you can\u2019t build the customer trust needed to drive growth.
\r\n", "image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item_copy.shellimg.jpeg/1738050701767/open-laptop__q-3c0f53fa.jpeg", "alt": "Icon of an open laptop", "width": 334, "height": 334}}}, {"organism": "ListItem", "color": "inherited", "colspan": 6, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item", "model": {"title": " ", "text": "Understanding what customers want and need from a platform means taking a customer-led approach to development. To achieve this with the reimagining of Shell MarketHub, the team built strong strategic partnerships with customers to inform their design decisions.
\r\n", "image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item.shellimg.jpeg/1738050781454/speech-bubbles-with-thumbs-up-and-thumbs-down__q-3c0f53fa.jpeg", "alt": "Icon of speech bubbles with thumbs up and thumbs down", "width": 160, "height": 160}}}, {"organism": "ListItem", "color": "inherited", "colspan": 6, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item_156238219_", "model": {"title": " ", "text": "The MarketHub team collaborated with customers at every step of the development process \u2013 from initial expectations to iterative testing \u2013 to make sure there were no surprises when the final platform was deployed.
\r\n", "image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item_156238219_.shellimg.jpeg/1738050851831/three-people-speaking__q-3c0f53fa.jpeg", "alt": "Icon of three people speaking", "width": 160, "height": 160}}}, {"organism": "ListItem", "color": "inherited", "colspan": 6, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item_156238219", "model": {"title": " ", "text": "The revamped version of Shell MarketHub (known as MarketHub 2.0) has had an immediate impact. Average basket sizes across orders are up, while personalisation has opened opportunities for new revenue through recommended products \u2013 proving the benefits of a customer-led approach.
\r\n\r\n\r\n", "image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list/list_item_156238219.shellimg.jpeg/1738050940763/shopping-trolley__q-3c0f53fa.jpeg", "alt": "Icon of a shopping trolley", "width": 159, "height": 159}}}], "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list", "model": {}}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/text_1808981233", "model": {"text": "To meet the evolving needs of customers, the Shell MarketHub B2B ecommerce platform underwent an extensive redevelopment.
\r\n\r\nBringing in all the elements you\u2019d expect to see from leading consumer ordering portals, MarketHub 2.0 has rapidly increased the number of products and services that users add to their baskets during an order and opened new revenue streams across existing customers.
\r\n\r\nIt\u2019s an ideal example of how moving to a customer-led approach can deliver a swift positive impact. And why working closely with our customers to better understand their needs, listen to their feedback and take an iterative approach to development is the key to success.
\r\n\r\n\r\n"}}, {"organism": "CallToAction", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/call_to_action", "model": {"links": [{"name": "Contact our experts", "value": "https://cms.shell.com/editor.html/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/contact-our-experts.html", "icon": "/content/dam/shell/icons/global/operations/letter-closed.svg"}]}}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/text_775230669", "model": {"text": "A critical challenge for B2B ecommerce is the fact that customers expect platforms to deliver the same efficient and convenient experience they get from consumer sites like Amazon. However, achieving this isn\u2019t always easy \u2013 as Romi Arman, Global Head eCommerce & Digital Transformation for Shell, explains.
\r\n\u201cWe keep hearing how customers use their experience of B2C platforms like Amazon to benchmark things in their professional lives,\u201d says Arman. \u201cThey expect things to be easy. They expect things to be intuitive. They expect things to work. But, in B2B, we come from a world where we expected B2B customers to memorise 10-digit product codes to place orders.\u201d
\r\n"}}, {"organism": "Quote.Small", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/quote", "model": {"title": "Romi Arman", "text": "How do we create an Amazon B2C-like experience for our B2B customers? Fast-forward to now, to MarketHub 2.0, we\u2019ve started to achieve what we dreamt of building.
\r\n\r\n\r\n"}}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/text_1296873164", "model": {"text": "And a poor ecommerce experience can create much larger problems for a business \u2013 especially when it comes to building lasting relationships with their customers.
\r\n\u201cI firmly believe that, if you don\u2019t get the basic experience right in ecommerce, then you won\u2019t get customer trust,\u201d explains Arman. \u201cAnd, if you don\u2019t get their trust, it\u2019s hard to do all the fancy stuff you want to do in terms of cross-selling, bundling offers or selling digital solutions. So, if you don\u2019t build that basic trust then you can\u2019t really grow the business with customers online.\u201d
\r\nIt\u2019s a challenge that will resonate with many large global companies. With so many businesses to manage, products to offer and teams of people to manage, getting the basics right can often be more complex than expected. Which is why a new approach was needed when Arman and his team sat down to reimagine the MarketHub platform.
\r\n"}}, {"organism": "StandaloneAsset", "color": "inherited", "colstart": 3, "colspan": 8, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/standalone_asset", "model": {"title": "Shell Lubricant Solutions: MarketHub Q&A", "video": {"src": "https://www.youtube-nocookie.com/embed/vrrUrCkMToA", "caption": "Shell Lubricant Solutions: MarketHub Q&A"}}}, {"organism": "Container.List", "children": [{"organism": "AccordionItem", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/list_320835671/list_item", "model": {"title": "Read the transcript", "text": "Title: Shell Lubricant Solutions: MarketHub Q&A Video
\r\n\r\n\r\nDuration: 1.53 minutes
\r\n\r\n\r\nDescription:
\r\n\r\n\r\nInsights from Shell MarketHub spokesperson Romi Arman talking about how the Shell\u2019s B2B platform was built using customer feedback and how it\u2019s designed to create trust with customers.
\r\n\r\n\r\nThe interview is a first-person Q&A with Romi Arman as he answers three key questions on building trust and evolving the MarketHub platform. Footage is used throughout to highlight the types of customers that are relevant to the discussion as well as showing footage sequences of the self-service ordering portal.
\r\n\r\n\r\nHow to create consumer-like experience for our B2B customers: Key Learnings from Shell\u2019s self-service ordering portal Shell MarketHub Transcript
\r\n\r\n\r\n[Background music plays]
\r\n\r\n\r\nThe music is bright and uplifting. The music is played throughout the video.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nA camera pans into and around an office building with text cascading into the frame. When all the text is visible on the screen, the footage changes, and the camera pans from left to right around an individual in an office space using a laptop.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nHow to create a consumer-like experience for our B2B customers
\r\n\r\n\r\nKey learnings from Shell\u2019s self-service ordering portal
\r\n\r\n\r\nShell MarketHub
\r\n\r\n\r\n[MarketHub Footage sequence]
\r\n\r\n\r\nA short animation sequence plays showing the upload document page of the MarketHub platform.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nA white screen appears with the Shell pecten logo placed in the left corner of the frame. The text cascades onto the frame.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nHow does MarketHub help to provide a customer focused service?
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nRecorded footage from the interview with the speaker, Romi Arman, is played. Romi is being interviewed in a first-person headshot style with an office workspace in the background. A white box appears with the name of the speaker, and the speaker\u2019s job title. The Shell pecten logo is placed in the left-hand corner of the frame.
\r\n\r\n\r\n[Name of speaker]
\r\n\r\n\r\nRomi Arman
\r\n\r\n\r\n[Speech Title]
\r\n\r\n\r\nGlobal Head of E-commerce & Digital Transformation, Shell
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nI think we went in consciously over the last two and a half years when we redesigned the platform to really start to work from the customer back. You\u2019re going to hear this phrase come through a lot in Shell.
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nScene transitions to show two customers with high vis vests are using a tablet to look at the screen.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nAnd that\u2019s because Shell, as an organisation, is really starting
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nScene transitions to show Shell customer wearing hard hat on a wind farm. The customer looks from the tablet to the wind turbines.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nto pivot from being very product led to being very customer led.
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nScene transitions to show a Shell employee showing Shell customer information on a laptop on a construction site.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nA white screen appears with the Shell pecten logo placed in the left corner of the frame. The text cascades onto the frame.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nWhat\u2019s the key to making MarketHub a success?
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nRecorded footage from the interview with the speaker, Romi Arman, is played. Romi is being interviewed in a first-person headshot style with an office workspace in the background. The Shell pecten logo is placed in the left-hand corner of the frame.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nIf you start from the technology first, you\u2019re always going to miss the mark.
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nA group of three customers in a warehouse wearing high vis jackets and hardhats are working together on a computer and tablet device.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nAnd so, you start from the customer,
\r\n\r\n\r\n[Footage Overlay]
\r\n\r\n\r\nThe scene transitions to an individual walking through a field of crops at dusk.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nand you understand what the customer frictions are that you need to try to solve.
\r\n\r\n\r\n[Footage Overlay]
\r\n\r\n\r\nThe scene transitions to footage of a customer in a high vis vest and hardhat looking at a mobile device showing the mobile version of MarketHub on the screen.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nThen the technology comes into play as a way to find solutions.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nRecorded footage from the interview with the speaker, Romi Arman, is played. Romi is being interviewed in a first-person headshot style with an office workspace in the background. The Shell pecten logo is placed in the left-hand corner of the frame.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nI also firmly believe that if you don\u2019t get the basic experience right
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nThe scene transitions to close-up footage of a female with glasses working in front of a laptop with the reflection of MarketHub in the lenses of the glasses. The scene transitions to recorded footage from the interview with the speaker, Romi Arman.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nIn e-commerce, then you\u2019re not going to get customer\u2019s trust.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nA white screen appears with the Shell pecten logo placed in the left corner of the frame. The text cascades onto the frame.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nWhat next for Shell MarketHub?
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nRecorded footage from the interview with the speaker, Romi Arman, is played. Romi is being interviewed in a first-person headshot style with an office workspace in the background. The Shell pecten logo is placed in the left-hand corner of the frame.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nOnce you build that experience, you gain the trust of customers. What more then can you do with the same set of captive customers that you have.
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nThe scene transitions to an animated sequence of the MarketHub platform from the homepage moving into different sections of the website from accounts to product overviews, then orders, tutorials and finally ending on an example of what the platform looks like on laptop, tablet and smartphone.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nHow do we build this connected digital ecosystem so that for the customer it\u2019s just one window shop front.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nRecorded footage from the interview with the speaker, Romi Arman, is played. Romi is being interviewed in a first-person headshot style with an office workspace in the background. The Shell pecten logo is placed in the left-hand corner of the frame.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nMarketHub is going to be that platform that connects multiple of our different solutions
\r\n\r\n\r\n[Footage overlay]
\r\n\r\n\r\nThe scene transitions to show footage of two customer in a large warehouse with products behind them as they look at a laptop.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nacross Shell together into one seamless customer experience.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nRecorded footage from the interview with the speaker, Romi Arman, is played. Romi is being interviewed in a first-person headshot style with an office workspace in the background. The Shell pecten logo is placed in the left-hand corner of the frame.
\r\n\r\n\r\n[Text Displays/Conversation]
\r\n\r\n\r\nAnd that\u2019s kind of the space where we want to be.
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nA white screen appears with text.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nRead our case study to see how we are responding to B2B customer feedback
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nShell Lubricant Solutions wordmark and Shell Pecten logo sit on the frame.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nShell Lubricant Solutions.
\r\n\r\nMeeting customer needs with a refreshed B2B ecommerce platform means fully understanding what users wanted to see. So, strong partnerships with those customers are the key to success. It\u2019s all part of what Arman refers to as \u2018working from the customer back\u2019.
\r\n\u201cIn the past, with our engineering pedigree at Shell, we\u2019ve tended to start with the guys in the white lab coats when creating a product,\u201d he says. \u201cBut now, we\u2019re making the important move of pivoting from being product-led to being customer-led.\u201d
\r\nTo redesign the MarketHub platform, Arman and his team started with the customer. Everything was geared around understanding what customers wanted from their ecommerce experience \u2013 then working backwards in a sense to make sure version 2.0 matched those expectations.
\r\n"}}, {"organism": "Quote.Small", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/quote_19124352", "model": {"title": "Romi Arman", "text": "We started from the customer, understanding how they\u2019d like the experience to be \u2013 then working backwards to redesign the platform, redesign the process and redesign the entire experience to match what the customer is expecting.
\r\n"}}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section/text_223071852", "model": {"text": "As Arman explains, this meant recreating many of the elements that consumers take for granted in consumer-based ecommerce.
\r\n\u201cIt was important to create a system in which it was easy for customers to log in, search for products and place an order,\u201d he says. \u201cThe ordering page looks exactly like how you\u2019d see product images displayed on Amazon. Customers can place orders then track their deliveries, just as you\u2019d track an Amazon parcel to your doorstep.\u201d
\r\nAlongside that, MarketHub 2.0 needed to make it simple for customers to make payments online and check their documentation (including invoices). Altogether, from working closely with customers, the team had identified the need for a much more streamlined and efficient user experience \u2013 all of which informed the development of the refreshed platform.
\r\n"}}], "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section", "model": {}}, {"organism": "Container.Section", "color": "inherited", "children": [{"organism": "StandaloneAsset", "color": "inherited", "colstart": 3, "colspan": 8, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/standalone_asset", "model": {"title": "Transforming your Shell MarketHub experience", "video": {"src": "https://www.youtube-nocookie.com/embed/J0b01rIdzxk", "caption": "Transforming your Shell MarketHub experience"}}}, {"organism": "Container.List", "children": [{"organism": "AccordionItem", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/list/list_item", "model": {"title": "Read the transcript", "text": "Title: Shell Lubricant Solutions: MarketHub Transformation Video
\r\n\r\n\r\nDuration: 1.03 minutes
\r\n\r\n\r\nDescription:
\r\nIt\u2019s time for you to experience the new Shell MarketHub, revolutionised around you and your needs. We make it easier to complete your tasks, so you can simply click, complete, and get on with your day.
\r\n\r\n\r\n
[Background music plays]
\r\n\r\n\r\nThe music is bright and uplifting. The music is played throughout the video.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nWe see a split screen shot of four different types of customer; two female office workers, a male and a male customer wearing a hardhat.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nThey're here the contenders ready to take on today's challenges.
\r\n\r\n\r\nSkilled, focused, confident.
\r\n\r\n\r\nWhat's powering their day?
\r\n\r\n\r\nMarketHub.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nThe scene transitions to an animated sequence of the MarketHub platform from the homepage.
\r\n\r\n\r\nWe then see one of the customers: Zara at her office desktop using Markethub.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nHelping Zara to start the day with an easy win - placing her order quickly on Shell MarketHub.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nWe see a second customer: Jack looking at his smartphone on site.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nJack is confident his orders in process receiving personalised notifications from Shell MarketHub.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nWe see a third customer: Susan looking busy at her office desk taking calls and dealing with issues.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nIt's a hectic day for Susan but she can make informed business decisions quickly with up-to-date information from Shell MarketHub.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nWe see a fourth customer: Ahmed in a board meeting with colleagues where he is delivering information.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nAhmed's team are relying on him for answers with Shell MarketHub he provides accurate information to keep them up to speed.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nWe see a split screen shot of these four different types of customer; two female office workers, a male and a male customer wearing a hardhat. Repeated from the opening sequence.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nThe winners taking things off their to-do list powered by the award-winning Shell MarketHub.
\r\n\r\n\r\n[Footage on screen]
\r\n\r\n\r\nThe scene transitions to an animated sequence of the MarketHub platform from the homepage.
\r\n\r\n\r\n[Voiceover]
\r\n\r\n\r\nKick start your Shell MarketHub journey to click complete and get on with your day powering connections
\r\n\r\n\r\n[Scene Transition]
\r\n\r\n\r\nShell Lubricant Solutions wordmark and Shell Pecten logo sit on the frame.
\r\n\r\n\r\n[Text Displays]
\r\n\r\n\r\nShell Lubricant Solutions.
\r\n\r\nUnderstanding what your customers want and being able to deliver on that expectation are two very different things. So, at every stage, Arman and his team anchored the development of MarketHub 2.0 around four core customer outcomes that they were looking to deliver:
\r\n"}}, {"organism": "StandaloneAsset", "color": "inherited", "colstart": 3, "colspan": 8, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/standalone_asset_834340044", "model": {"image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/standalone_asset_834340044.shellimg.jpeg/1738078233787/markethub-four-process__q-5aa5048d.jpeg", "alt": "The four step process", "caption": "The four step process", "width": 4192, "height": 2580}}}, {"organism": "Container.List", "children": [{"organism": "AccordionItem", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/list_918016094/list_item", "model": {"title": "Read the transcript", "text": "This is an infographic of the four-step process. It contains four icons in a circular motion with yellow arrows. The copy reads:
\r\n
Step 1 - Make things easy for customers. A critical starting point for any platform or service, and the driving force behind the need for the smoothest possible user experience.
\r\nStep 2 - Personalise the experience. So that the platform knows who customers are and they don't have to keep typing in their details every time they want to make a purchase.
\r\nStep 3 - Provide a proactive service. Letting customers know what's going on before they ask. For example, sending an alert notification ahead of time should there be an issue with delivery.
\r\nStep 4 - Reliable data. Making sure that customers can trust every bit of ingo they see on the platform.
\r\nTo follow these principles, the MarketHub 2.0 team needed to forge effective strategic partnerships with their customers. Partly because they needed those customers to illuminate the way forward, which we can see in the process used to reimagine the platform\u2019s user experience.
\r\n\u201cFor us, user experience isn\u2019t about how we design for customers. It\u2019s about designing with customers,\u201d says Arman. \u201cSo, typically we work on what we call a human-centric design process. We spend time interviewing a customer to understand what their frictions are when using the platform. We then go back to the development team and design the ideal experience based on what we\u2019ve learnt.\u201d
\r\nFrom there, the team would build prototypes for the platform that they put in front of customers to test as part of an iterative process.
\r\n\u201cOnly at the point where the customer is happy with it do we build the product out,\u201d explains Arman. \u201cAnd, as we go through the build, we continue cycling it through with the customer. So, by the time we get to the final deployed product, there should be no surprises for customers. It should meet all their expectations.\u201d
\r\n"}}, {"organism": "Quote.Small", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/quote", "model": {"title": "Romi Arman", "text": "Shell MarketHub 2.0 generates around 100,000 orders a month. It doesn\u2019t sound like a lot in B2B, but the value equates to around $19bn a year. To put it in perspective, it\u2019s double the size of revenue of a company like eBay.
\r\n"}}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/text_868442915", "model": {"text": "The result of this focus on convenience and personalisation is that MarketHub 2.0 is driving new revenues. For example, average basket sizes on the platform have increased by around 30% since its redevelopment. It has also seen a positive response from users, with a customer satisfaction index (CSI) score of between 8.2 and 8.3.
\r\n\u201cThe highest CSI score we\u2019d ever see in a B2B environment is 8.5, so that\u2019s really good,\u201d explains Arman. \u201cOn the whole, it\u2019s a much-improved experience for customers compared to the previous platform.\u201d
\r\nSo, what can businesses learn from the MarketHub 2.0 development experience? Arman warns against creating solutions that feel like \u2018an aspirin looking for a headache\u2019.
\r\n\u201cI\u2019d say you can never go wrong by starting with the customer,\u201d he says. \u201cIf you start with the tech first, you\u2019ll always miss the mark because the problem you\u2019re trying to solve is not yet clear. And don\u2019t assume you know what customers want. Ask the customers what they want, and they\u2019ll tell you. You\u2019re always going to be safer doing it that way round.\u201d
\r\n"}}, {"organism": "Quote.Small", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/quote_403587891", "model": {"title": "Romi Arman", "text": "Once you build the experience and you gain the trust of customers, what more can you do with the same set of captive customers that you have?
\r\n"}}, {"organism": "PromoSimple.Text", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/text_45656611", "model": {"text": "For Arman, this is the key to building trust with customers and establishing a partnership that leads to much bigger ambitions.
\r\n\u201cThis is where it starts to get interesting because you can begin to think about new digital solutions and revenue streams,\u201d he says. \u201cHowever, it must start with the customer. If you don\u2019t understand their problems, you can\u2019t provide solutions and you won\u2019t be able to build that trust.\u201d
\r\nFrom greater personalisation to providing the building blocks for other digital solutions across Shell, MarketHub 2.0 has huge potential for future growth. And, ultimately, it offers an insightful case study for how B2B businesses can drive ecommerce success when they develop the right partnerships with their customers.
\r\n"}}, {"organism": "StandaloneAsset", "color": "inherited", "colstart": 3, "colspan": 8, "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/standalone_asset_192965463", "model": {"image": {"src": "/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/standalone_asset_192965463.shellimg.jpeg/1738053461443/pull-out-stats__q-5aa5048d.jpeg", "alt": "MarketHub Statistics", "caption": "MarketHub Statistics", "width": 4336, "height": 2536}}}, {"organism": "Container.List", "children": [{"organism": "AccordionItem", "color": "inherited", "id": "/content/shell/countries/india/en_in/business/mobility/lubricants-and-engine-oils/perspectives/how-we-create-consumer-like-experiences-for-our-b2b-customers/jcr_content/root/main/section_1230906953/list_2066560167/list_item", "model": {"title": "Read the transcript", "text": "This is an image of person holding an iPad with the following statistics on:
\r\n
The world is changing, and new ways of thinking and working are needed to enable businesses to transform and decarbonise. Our \u2018Perspectives\u2019 content hub shares insights and ideas to help business leaders realise the potential of their people and organisation.
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Accordingly, neither Shell plc nor any member of the Shell Group endorses, adopts, certifies or otherwise validates the information and material contained on the linked website. 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