Opening Direct to Consumer channels can be of great value to B2B Brands. But doing this requires careful planning and a good understanding of customer needs and good data.
If Covid-19 has made anything clear in retail, it is that e-commerce strategies and channels must continuously adapt to customer expectations. An example of this is that it seemed as if the D2C model was the exclusive domain of B2C brands.
Nothing is less true. It can also help B2B brands with new revenue streams, new customer segments and further expand loyalty with current customers. And if customers give their consent, D2C interactions can also provide valuable data for the B2B channel to further improve products, innovate and create stronger customer loyalty. D2C also gives B2B companies more control over their brand, expressions, and ownership over the customer relationship.
A D2C approach can help B2B brands to reach new customers. To do this successfully, creativity is needed that goes hand in hand with a clear strategy.
For example, a B2B organization in the field of ecological animal feed and biological pesticides for the garden (ecostyle.nl – vitalstyle.nl) supplies all its products to end customers through retailers. After they had rolled out a clear D2C model, they can now position their brand and customer story directly and much more clearly with existing end customers. But also with new consumers and professional end-users. By providing clear advice and tips and inspiring consumers, we ensure more loyalty and demand for their products. They also create the opportunity to build a direct relationship with the end customer through newsletters and a login page in which personal and segmented information can be shared.
The D2C channel can also strengthen the B2B connection with the existing dealer network by sharing acquired knowledge about and purchasing behavior of consumers. By giving them access to product demos, streaming content, and other online experiences.
And of course by tempting new consumers to buy products locally – at the dealer. This can be done, for example, by placing an easily findable store locator on the website. This extra turnover benefits the B2B brand and the B2B dealer.
Think carefully about which design form you choose. A product-focused design seems beautiful. Your product is clearly visible and can be ordered quickly and easily. A high conversion rate, but with the risk of alienating your dealers.
If the net result is negative, opt for a content-focused or service-focused design, for example. Share information, give tricks & tips and let new consumers fall in love with your brand.
And build brand loyalty with your existing customers.
Share insights you build through your online interactions with end customers with your dealers. Entice new customers to buy locally.
For example by a store locator that shows the nearest dealer points of sale.
Voorkom extra kosten en complexiteit door niet met verschillende systemen (webshops en portals) te werken. Werk vanuit een back-end – die geïntegreerd is met je ERP- en andere core-systemen – en meerdere front-ends.
Front-ends beperken zich niet tot D2C webshops en de B2B dealer portal. Maar kunnen ook verkoopkanalen naar marktplaatsen en social media platformen zijn. Een headless platform is hiervoor de enige en veruit beste oplossing.
Propeller is pure B2B e-commerce. That means that typical B2B functionalities are built into the core of the platform. PIM, campaign management, customer intelligence, pricing, and ordermanagement for B2B organizations. No plugins or add-ons.
Design aimed at providing content to consumers and professionals instead of hard conversion
Different business logics and different websites are built on top of the Propeller commerce platform. Providing every customer just what he needs.
Let your consumers and professionals find your nearest resellers
Let consumers order without having to create an account first.
One back-end linked to multiple “branded” front-ends.
For seamless order processes, real-time accurate data and rich product information Propeller integrates with al mayor ERP systems
Control multiple commerce stores from one central admin panel. Cross-border, multi-currency, different regulations, and languages.
Provide a positive and personal website experience by showing different catalogs depending on the customer groups. Personalize your catalogs for each specific company or business unit.
We would gladly show how Propeller accelerates your (D2C) business. We will focus on your challenges and how Propeller will address them.
Not just for back-end applications but for customer experience solutions as well. Discover how your webshop could integrate with other systems like market places, ERP, PSP’s, Chatbots.