B2B2C: The Marketing Model Takes Hold

Have you ever booked a hotel on Kayak or ordered a food processor from Amazon? These are all classic examples of business to business to customer (B2B2C), in which the manufacturer sells a product or service to the channel or route to the customer, making the latter’s end-product more valuable to the consumer.

B2B2C fits right in with today’s customer-centric vs. channel-driven environment. Shifting from B2B - in which manufacturers simply sell their solutions to B2B customers who keep end-users’ loyalty and data - to B2B2C allows direct access end users and allows for better understanding of their specific wants and needs. In digitally transformed world, with customers demanding personalized buying experiences, having end-user data is critical to success.

The ability to talk directly to the end user to improve responsiveness to your customers’ preferences is just one of the many benefits of B2B2C.

Others include:

• Better flow of information to positively impact key business metrics, such as revenue, profit, cash flow, etc.
• Manufacturer control of brand and pricing
• Shorter pipeline and time to market for new products
• Increased levels of customization for end users
• Access to new customer bases and new channels for increased profitability
• Profitable and ongoing customer engagement across the entire product lifecycle without disrupting distributor relationships
• Increased opportunities to cross-sell and upsell

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Making the transition from B2B to B2B2C

Making the shift from B2B to B2B2C presents both risks and opportunities. You may need to restructure information flow systems and reassess customer relationships. However, the reward is achieving greater agility and responsiveness that today’s customer-centric climate demands.

 To go from just selling to your distributors to creating mutually beneficial relationships with your shared end customers to maximize B2B2C business opportunities requires you to

• Create a dual website focus, including distributor-oriented technical details as well as customer-friendly buyer journey solutions
• Build a complete customer database, including likes and dislikes
• Establish a two-way digital process to exchange data and money
• Set up a system whereby customers can experience your solution virtually
• Create an ecosystem in which every player in your B2B2C program can stay connected
• Equip your web stores with everything required for a delightful CX: usability, speed, security, self-service, and great content
• Optimize your mobile tools to help your sales force place orders whenever and wherever they are
• Localize your offerings across borders
• Have a flexible e-commerce platform that works for both B2B and B2C customers
• Effectively monitor the supply chain

You can only succeed in B2B2C if you unify and connect production floor, channel partners, and consumers – basically the entire supply chain - in the service of an enhanced customer experience, increased customer loyalty and expanded customer base and greater profitability – while preventing any channel conflict with your long-standing distribution partners, of course.