Crossing Channels: How to approach B2B and B2C

The digital advancement of the retail and Ecommerce sectors has allowed retailers to dramatically expand, and offer customers the pinnacle of service and engagement.

However, the break from the conventional model has created an environment where buyers can see every side of a business freely and at will. When a company is aiming to sell both B2B and B2C, this proliferation of information can result in a channel clash, one which could seriously harm a business.

B2B sales focused companies thrive on establishing long term relationships with clients and establishing personal relationships between business and buyer. Private offers and negotiated prices for goods or services are expected. B2C on the other hand must be very transparent, personalised to a degree, but with a general price for all. Publicly displaying B2B prices could alienate a business client, and a B2C customer may be discouraged by seeing a cheaper price for trade.

The solution?

A dedicated B2B segmentation.

An Ecommerce platform dedicated to the needs of the B2B buyer and separated from the B2C arena. This way, companies can offer their business clients the same type of point-of-contact care they require whilst also delivering a progressive Ecommerce experience.

As well as avoiding channel conflict, a business segmentation could allow for more focused data collection, opportunities for loyalty schemes or customised offers delivered privately so as not to alienate other clients.

The platform could also integrate other aspects of B2C to make the purchasing journey for clients as pleasurable and convenient as possible, ensuring brand loyalty and returning custom.

It is important to present a unified Ecommerce strategy, but in certain situations, such as a channel clash between B2B and B2C platforms, separation must be maintained without compromising brand integrity.

Contact Redbox Digital today to see how they can deliver the best Ecommerce solution for your customers and clients.