moving from b2b to b2b2c

 

Monolithic B2B eCommerce platforms are finding it challenging to stay relevant and competitive. This is where a B2B2C strategy would make perfect sense, increasing online sales channels by deploying B2C eCommerce storefronts for the dealers or retailers, which in turn increases the online revenue considerably.

Let’s take an example from Garage Door Company wherein they have multiple dealers or retailers who cater to the end consumer requirements in terms of servicing the garage door, or being able to
sell garage door parts through their brick and mortar stores. Buyers would go to a garage door store, select a door for their commercial building or their home, and work with the sales rep to coordinate shipping and delivery.

In layman terms this is time-consuming, expensive, and resource intensive. While the manual process has given way to the online storefront where one-click can get you the service, or the door itself on your doorstep, shipping and delivery automated as per business logistics.

Staying competitive with a B2B2C eCommerce model

When an organization already has been in business with their B2B portal, getting rid of it is not a wise thing to do. All the years of
effort, time and money that have been put towards partners, technology and resources would go down the drain. Continuing to
retain the B2B eCommerce model, companies have started opening up a B2C channel for their distributor’s details or retailers, keeping pace with innovation, and ultimately capitalize on an increased sales channel and increased revenue opportunities. Additionally, companies have been able to understand the psyche or the buying pattern of their shoppers.

Enhance customer experience

As consumers, great buying experiences definitely stand out with repeat orders. Using the B2B2C eCommerce model having a direct relationship with buyers calls for attention to many minute details. Increasing loyalty through enhanced customer experience brings in positive feedback increasing the reputation of the business globally.

Customer pain-points and challenges can be overcome by transforming B2B storefront, that caters only to a group of businesses, to a B2B2C eCommerce model thus serving a new customer base.

Making the shift from being customer-aware to customer-led can become quite challenging and time consuming. Businesses who are currently customer obsessed are agile, connected, and insights-driven – they understand the needs of their customers very well. Notice, businesses who value creativity and digital innovation will always be proactive rather than reactive, strategic in their approach by being more open to changes with a collaborative approach among the executives within the organization.

Using B2B2C could be a new marketing approach for your business, creating mutually beneficial service and product delivery channels at various levels of supply chain. There’s definitely unique challenges and opportunities with each of the model viz. Business-to-business (B2B), business-to-consumer (B2C) and business to business to consumer (B2B2C) and that’s where eComchain has an all out-of-the-box feature requited to get B2B and B2C sites to co-exist under 1 business account and provide a holistic B2B2C approach.