Picture It: New York City, 2013 …

(photo: istockphoto)

B&H Photo, Video and Pro Audio is the largest non-chain photo and video equipment retailer in the United States, offering a wide array of professional, specialty, and consumer electronics. B&H’s bricks-and-mortar store on the corner of West 34th Street in New York City stocks 60,000 items and serves more than 5,000 customers a day – and that’s just a fraction of the business. B&H’s internet, catalog, and corporate sales far surpass that in both number of products offered (235,000) and revenue.

For most of its 40-year history, the company relied on direct marketing and inside sales in its efforts to attract and retain customers. These methods generated requests for catalogs, but generally failed to connect B&H with purchase-ready customers. To grow its sales and revenue, B&H needed a way to generate more qualified leads. They found it in Ariba Discovery.

(photo: screenshot)

Watch the full B&H video here.

Delivered via the Ariba Network, Ariba Discovery is a cloud-based service that matches business buyers and sellers “With minimal investment, we have already acquired more than $200,000 in new business and many additional leads,” says Barry Eisenberg of B&H Business Development – Contracts & e-Procurement. Compared to email campaigns, the conversion rate that B&H gets from buyers by using Ariba Discovery is “phenomenal,” he says.

Ariba, an SAP company, is a worldwide business commerce network connecting businesses of all sizes to their trading partners – anytime, anywhere, and on any device – to buy, sell, and manage cash flow. Learn more.