Orela
Hotelska kozmetika, predstavljena s gostoprimstvom koje industrija očekuje
- WordPress
- WooCommerce
- B2B e-trgovina
Pregled
Sarajevski distributer premium hotelske kozmetike (sapuni, šamponi, setovi, personalizirani proizvodi) koji služi regionalne kupce iz hotelijerstva. Osnovan 2009., sa snažnim asortimanom, ali bez digitalnog izloga koji odražava njihovu tržišnu poziciju.
Izazov
B2B e-trgovina premium proizvoda ima problem povjerenja: kupci prvo moraju povjerovati u kvalitet da bi trošak opravdali vlastitim nadređenima. Generički šabloni ne grade kredibilitet niti olakšavaju procese nabavke.
Rješenje
Pregledan katalog organiziran po tipu proizvoda, s vidljivim partnerskim brendovima. Stranice proizvoda naglašavaju signale kvaliteta — materijale, certifikate, održivost — a prilagođeni tok upita za narudžbu istaknut je na svakom koraku. Vizuelni jezik crpi iz premium hotelijerstva, a ne iz standardnih šablona e-trgovine.
Rezultati
- Dotjeran izlog koji učvršćuje premium pozicioniranje
- Intuitivna navigacija za menadžere hotelske nabavke
- Istaknuti putevi za personalizaciju i upite
- Iskustvo istraživanja optimizirano za mobilne uređaje
Analiza putanje korisnika
Korisnik: Hotel procurement manager sourcing bathroom amenities
Searching for a regional supplier of branded hotel cosmetics
Category and product pages indexed for procurement-specific queries ('hotel shampoo supplier Balkans')
Navigates products by category — bathroom, bedroom, personal care
Catalogue organized by placement category — mirrors how procurement managers think about hotel rooms
Examines materials, sustainability certifications, and brand partner names
Product pages lead with quality signals — not price. B2B purchase validation requires quality credibility first.
Finds the custom-branded product option — requests samples
Personalisation path placed prominently — hotel buyers want their own brand on amenities
Submits volume inquiry via the dedicated B2B form
B2B form asks relevant questions (hotel size, volume, lead time) — reduces email back-and-forth
UX artefakti
B2B Procurement Trust Matrix
- Visual quality
- Premium presentation matches the pricing tier buyers must justify to stakeholders
- Brand partners
- Named partner brands (not just product types) — add immediate credibility
- Certifications
- Safety and sustainability certifications on product pages — procurement compliance
- Personalisation
- Custom branding prominently offered — increases perceived partnership depth
- Sample request
- Low-commitment first step — 'see it before you commit' reduces purchase hesitation
- Trade pricing
- Not public — inquiry-based model signals exclusivity and relationship-first approach
B2B Catalogue UX Principles
- Browsing model
- Category-first (bathroom, room, personal care) — placement-based mental model
- Filter options
- By brand, by material / sustainability, by minimum order quantity
- Product page order
- Photo → brand context → materials + specs → sustainability → CTA
- No direct 'add to cart'
- Volume inquiry replaces direct purchase — appropriate for B2B procurement
- Copy depth
- Product pages written for procurement decisions — not consumer discovery
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