Non-standard functionality of private areas for B2B, B2C clients and suppliers

A private area is a valuable business tool that helps attract more customers and understand them better. Standard personal accounts often include a shopping cart, saved items, and the ability to place orders. However, these are not the only features that can be implemented. In this article, the DOTSENKO.PRO team will discuss how to create a user-friendly personal account and what unique features you can integrate.

What is a private area?

A private area is a secure, personal section of the site that is accessible only to authorized users.

Benefits of a private area:

• Enhanced customer understanding: Each action a user performs in their private area can be tracked and saved, enabling personalized offers based on previously purchased goods and services. By utilizing CRM systems and analytics, you can remind users of abandoned carts, viewed products, and send targeted messages.
• Standardized business processes: If a specific form or application process is needed, you can guide the user through a set path that aligns with company standards.
  
• Consistent contact: The company doesn’t need to be available 24/7 since clients can independently solve issues within their private area. If help is required, users can reach out at any time.
• Increased loyalty: Simplifying interactions with your product can provide a competitive advantage and encourage customer loyalty.
  

How to create a private area ?

The functionality of a personal account depends on the tasks users need to accomplish on the site. Creating a private area requires research to define its features.

This process includes:

• conducting in-depth interviews with the site owner and potential users of the personal account;
• building user scenarios (user flow);
• developing a user journey map;
• designing and testing the private area;
• implementing and testing the functionality.

Key considerations for developing a private area

• Clear structure and logic: When creating a private area, consider all possible use cases. Users should not have questions about how to use it.
• Customized user types: Each user type should have its own private area tailored to its needs.
• Focus on data: Unlike the main website, where designers have more freedom with fonts, colors, and visuals, a private area should be straightforward and easy to navigate. The only exception is for promotional sites, where design also plays a crucial role.
• Concise content: Use clear, brief texts in the sections of your private area to make navigation easier.

Unique functionality in private areas

Here are some examples of unique solutions we’ve implemented in private areas, along with the tasks each feature addresses.

Marketing tools

1. Promo codes: Personalized promo codes based on consumer behavior can be displayed in the "Promotions and Hot Offers" section of a user’s account. These codes, which may relate to previous purchases, are effective marketing tools, especially when customers receive notifications about new codes via email or SMS.

2. Discount calculation: Another feature allows users to view their current discount rate and see how additional purchases could increase it. The account also displays the time remaining for the current discount, adding urgency to the purchase.

3. Restricted access for information collection: For sites that aim to collect detailed customer information, restricted access can prompt users to register to gain more access. This approach helps gather valuable data that can be used for reporting and future planning.

For B2C clients

1. Stock availability: For a retail wallpaper store, we implemented functionality that shows users which stores have the items they’re looking for. The site administrator's private area includes tools to update product availability.

2. Product reservation: In another retail chain, a feature allowed users to reserve products for 24 hours, after which the reservation expires if the item is not purchased or delivered.

3. Video consultations: For a clothing retailer, we developed a feature that enables users to schedule video meetings with sellers, allowing them to see items in real-time before purchasing.

For B2B clients

1. Customizable private area: A personal account can be designed to let wholesale buyers customize elements, such as their company logo, background images, catalog display, and product cards. Clients can tailor the private area to suit their specific needs.

2. Bulk order upload: For wholesale buyers dealing with many items, a private area can be equipped with a feature that allows them to upload an Excel file with marked items for purchase, automatically adding them to the cart.

3. Order tracking: For a supplier of equipment, we created functionality that allows users to view order details at each stage, see shipment progress, access transfer documents, prepare reconciliation statements, and request compliance certificates.

4. Custom news blocks: In one wholesale client’s private area, we added a news section with content tailored to the scale of the client’s business.

5. Inventory tracking and notifications: We also added a feature to allow wholesale buyers to track restocking and place requests for out-of-stock items.

For suppliers

1. Comprehensive product documentation: For clients with complex products, we integrated the ability to add products through an accounting program, then publish them in a PDF catalog where suppliers can indicate the specific pages for product descriptions.

2. Client interaction and sorting: In one project, we added functionality allowing suppliers to contact wholesale buyers directly and sort buyer inquiries into groups (new, answered, tender). Additionally, a separate customer database was created with contact details.

Conclusion 

A private area offers benefits to both site owners and users. It enables effective business management and allows users to save time and access necessary information. A well-designed private area should have clearly structured data, account for all potential user scenarios, and include additional features to simplify tasks and communication.