How BB Wheels Made the Bounce 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 turn into your most well-liked on-line purchasing vacation spot for wheels, tires, and automobile equipment,” BB Wheels takes satisfaction in providing personalised service with high-quality merchandise at unbeatable costs.

However other than promoting direct-to-consumer (DTC), BB Wheels has additionally discovered a foothold within the B2B area. 

To study 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.

Choosing the Proper Device for the Job

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

Dean Goebel: “With the complexity of how we constructed our merchandise and the sheer measurement of our catalog, BigCommerce was the best choice. There have been different platforms which will have labored, however they have been very custom-made, costly and would have required folks with a reasonably large technological ability set. 

“We wish to hit the ‘simple button’ wherever we will, and BigCommerce gave us what we wanted, on the proper value level and allowed us to launch and transfer shortly.”

SK: Talking of shifting shortly, how has BigCommerce enabled you to develop your corporation?

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

Chelsey Eggert: “The truth that BigCommerce makes certain that all the pieces’s safe and we don’t have to fret about upkeep, makes it in order that we will handle 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 enable you promote to those patrons? 

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

“Wholesale clients can purchase by way of our common web site, however we additionally supply completely different reductions, relying on quantity and what they’re doing, than what’s supplied to the common purchaser. Among the BigCommerce options we use to set this up on the back-end embody 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 patrons. Typically, it finally ends up being an area auto store that calls us — they’re doing a customized construct for a buyer who needs a selected set of wheels — they’ll discuss with one in every of our fitment consultants and that’s how the connection begins. 

“Then, both they are going to 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 join and be a vendor?’” 

DG: “We’ve all the time had fairly first rate search engine marketing, however we do spend some huge cash on numerous focused advertising by way of our purchasing campaigns. Plenty of these patrons are actually the identical, as a result of they’re searching for a wheel, after which they see us exhibiting up in every single place they usually’ll name us, and we set up that relationship.”

Placing Prospects within the Driver’s Seat

SK: How do you give B2B clients the very best of each worlds — the web expertise and the human contact?

DG: “Should you discover our web site, we actually attempt to make an effort to make the shopping for course of as simple as attainable — we attempt to take away as many buy roadblocks realizing that we’re going to have the next incorrect fitment order price, 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 have to work with the shopper put up buy to get the right fitment for his or her particular utility.

“After the order is positioned, we now have 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 on 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 fallacious, they usually’re looking for me to do the best factor.’ That sort of expertise is what we attempt to do with our sellers as effectively.

“It’s simply a variety 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 seeking to get into the B2B area? Schedule a demo for BigCommerce B2B Version, and our ecommerce consultants might be completely satisfied to help you within the transition. And for additional insights on all issues B2B, take a look at The State of B2B Ecommerce: 2022 Development Report.


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