Whether it's buying groceries, your daily coffee-to-go or looking for new clothes - we now find them in almost every area: Loyalty programmes. Collecting points, coupons and other exclusive offers for loyal customers has become an integral part of the targeted customer approach and is an important criterion for many customers when making a purchase decision.
In the classic B2B or B2C environment, the communication channels are clear and can be addressed directly. The aim is for the brand to be recognised by the target group and for potential customers to become regular customers.
An ever-increasing focus on e-commerce and adapting to the changing purchasing behaviour of customers has opened up new sales opportunities and business models for many companies, resulting in the development of various B2B2C approaches.
The B2B2C sector is opening up a particularly large number of new opportunities and advantages. A targeted aftersales strategy must be established in order to make the most of these. We therefore want to take a look at how this process can be implemented in the complex B2B2C environment and how companies can retain business partners on the one hand and the target group on the other.
What is B2B2C?
B2B2C refers to business-to-business-to-consumer. In this business model, a company sells its products or services to another company, which then resells or distributes them to end consumers. In this environment, close collaboration and synchronisation between the business partners is essential to ensure a seamless customer experience.
The Swedish fintech company Klarna, for example, provides end consumers with uncomplicated and secure payment options for their online purchases and, on the other hand, offers online shops added value by expanding their payment options.
Creating a basis for satisfied customers
Marketing and customer retention strategies must be targeted at both business partners and end customers in order to emphasise the uniqueness of your products and solutions in a brand-specific way.
Building a long-term customer relationship and developing prospective buyers into regular customers begins with the first customer contact. In the case of the B2B2C model, we have a process that builds up step by step. It starts with the development of the B2B relationship, which then forms the basis and added value for a stable relationship with the end consumer. A strong partnership must therefore be established right from the start.
Through constant communication, mutual updates and training, the relationship can be further developed and the best outcome for the end consumer can be achieved. Outstanding product quality and the associated services contribute to high customer satisfaction and increase the likelihood of repeat purchases
After-sales communication and customer retention
The customer experience can also be integrated into the sales experience, as in the example of Klarna mentioned above, where customers are offered a checkout process tailored to their needs and a higher conversion rate is generated as a result.
However, it should be noted that the necessary technological infrastructure should be in place on both sides. In order to organise business processes efficiently, the companies' systems should be linked by relevant interfaces. This allows data to be recorded, stored and analysed. Modern CRM systems and marketing automation tools can also increase efficiency and develop targeted data-based campaigns.
In addition to the technical requirements, a strong brand identity should be established in order to guarantee a long-term customer relationship. For direct customer contact, the brand must have a clear identity and an unmistakable image. This must be clearly visible to the target group and present in the communication. Direct contact with the customer is crucial - various communication channels are available here:
Social media presence: Social media offers a platform for direct interaction and feedback. They enable companies to react to trends and enter into dialogue with their customers.
Newsletter marketing: Regular updates and exclusive offers can strengthen loyalty and promote brand loyalty.
Own website and app: These serve as a central point of contact for information and interaction. A customer-centric website and app can improve the user experience and increase customer satisfaction.
Discount campaigns: These programmes incentivise repeat purchases and strengthen customer loyalty.
Joint marketing campaigns: Collaborations with B2B partners can exploit synergies and run joint campaigns that offer added value to end customers.
Surveys and competitions: These tools make it possible to receive direct feedback from the target group and strengthen customer loyalty through interactive elements.
Loyalty programms: Customer loyalty through the targeted collection of points is particularly suitable for products with a high purchase frequency
These measures are largely aimed at end consumers, but can also strengthen the relationship with your business partners. In this way, customer lifetime value (CLV) can be increased in a targeted manner and measures can be implemented in the most customer-centred way possible.
Bottom line
The implementation of B2B2C strategies should be planned into the customer journey in a targeted manner in order to ensure a seamless purchasing experience despite the presence of partners. The basis for success lies in close cooperation between the companies involved and the creation of a strong, consistent brand identity. Modern technologies, a structured omnichannel presence and efficient data management are essential to gain insights into customer behavior and enable targeted marketing campaigns based on this.
In an ever-changing digital world, the ability of companies to adapt and innovate is crucial in order to stay ahead of the competition and continuously increase customer satisfaction and purchase frequency - we will be happy to advise you on your technological set-up and your individual options.
Miriana Koch
