CASE STUDY Reactivating Dormant Accounts with B2B eCommerce How outdoor accessories manufacturer Buff, Inc. saw inactive buyers return to place orders online with B2B eCommerce.Suppliers across manufacturing and distribution are rapidly implementing online ordering portals in an eort to keep pace with competitors and give B2B buyers a self-service channel comparable to the consumer eCommerce experience. Often, a surprising and unintended outcome of a B2B eCommerce implementation is the reactivation of previously dormant customers. B2B buyers may become inactive for a number of reasons. In many scenarios, inactivity can be traced back to the operational decisions of the manufacturer or distributor. One example: a supplier might deem an account “unprofitable to serve” with a sale

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