B2B vs. B2C Relationships

The ever-changing shopping environment in which both consumers and consumer goods companies find themselves today requires a lot of rethinking. Traditional physical shelves and shopping carts are being pushed aside in the shopping experience by competitors such as online shopping, but still remain relevant. Products have long since been accessed through more than just one shopping or distribution channel.

Learn more below about what executives and consumer goods manufacturers:in are doing to build more effective business-to-business (B2B) and business-to-consumer (B2C) relationships, and how you can ultimately make it happen, too.

Insights, challenges, solutions

The ever-changing shopping environment in which both consumers and consumer goods companies find themselves today requires a lot of rethinking. Traditional physical shelves and shopping carts are being pushed aside in the shopping experience by competitors such as online shopping, but still remain relevant. Products have long since been accessed through more than just one shopping or distribution channel.

Learn more below about what executives and consumer goods manufacturers:in are doing to build more effective business-to-business (B2B) and business-to-consumer (B2C) relationships, and how you can ultimately make it happen, too.

B2C relationships are prioritized: D2C as a new strategy

CG companies are usually less close to end customers. They work with direct partners and retailers who then sell their products. Thanks to e-commerce, however, they can now also sell directly to end consumers. CG executives, according to the aforementioned report, are focusing on Salesforce Reports increasingly on D2C strategies - "direct-to-consumer".

The biggest growth categories in e-commerce today are pet care and food, and the entire beauty products category: All categories from the Fast Moving Consumer Goods (FMCG) sector. However, physical stores also remain on a growth path, with groceries representing the biggest stronghold of brick-and-mortar retail. Nevertheless, digital channels must be created, which in turn complement the retail partners. The constant goal here is to stay close to consumers.

Personalization probably plays one of the most important roles here. Personalized offers that also make it easy for customers to purchase the products that are right for them are the key.

But more than half (55%) of CG leaders see barriers to turning customer data into insights, while 54 percent report siloed departments that make collaboration difficult.

However, these points are particularly important for a D2C strategy. Nevertheless, 11 percent of respondents state that they do not have a D2C strategy or that it is below the industry standard. For these 11 percent, the mandate is, of course, to improve D2C operations. But this is just as true for the 54 percent of executives who say their strategy is average. Because average is not a success paradigm. Especially not when the market is teeming with new entrants and competitors.

The balancing act between B2B and B2C

So while consumer goods companies continue to try to optimize relationships with traditional retailers and distributors, new D2C strategies are being tested at the same time. Using the right technology for each relationship, whether B2B or B2C, is a success criterion.

Consumer goods manufacturers must always maintain relationships with both B2B and B2C partners/customers etc. The question now is - how? To answer this question, we would now like to introduce you to the Salesforce Consumer Goods Cloud and other Salesforce Clouds suitable for the consumer goods industry. A technology that is precisely tailored to your needs.

The Salesforce solution

1. B2B

The Customer Goods Cloud is a Salesforce solution that helps you accelerate your growth from planning to execution. It helps you understand what your sales partners need, how well your products are selling and which locations may need the attention of your sales reps.

Consumer Goods Cloud

With Consumer Goods Cloud, manage key accounts and integrate sales planning on one platform: collaborate and drive growth with a 360-degree view of your customers, customize and track account terms with sales agreements, schedule store visits with one click in Salesforce, advanced routing maps.

Optimize the execution of your field sales force to sell more products: Optimize routes with Salesforce Maps to minimize inefficiencies and downtime, manage and assign relevant tasks for each visit, maximize field sales with mobile order entry.

Deliver smart growth: boost field sales performance with Tableau CRM, increase audit accuracy and productivity with Einstein Vision for consumer goods companies.

Accelerate time to value and deliver results with a tool designed specifically for your industry: Scaling digital transformation with industry apps, data models and integrations, faster Implementation with ready-made processes for key account management, direct store delivery and field service execution.

2. B2C

Engage consumers throughout their entire journey. Salesforce's Connect the Consumer Experience solution enables you to scale intelligent and personalized B2C interactions.

Marketing Cloud

With the Marketing Cloud get to know their target audience first and expand when you're ready.

Now comes the Commerce Cloud with its many store system functions comes into play - offering a brand-appropriate, digital shopping experience for your customers, which is rounded off by the Service Cloud. This ensures customer satisfaction par excellence, even on social channels.

Further, MuleSoft can help you seamlessly connect the right information across front-end and back-end offices. You'll achieve a higher ROI with powerful analytics in every business unit, gradually building out your B2C strategy.

Do you also want to optimize and strengthen your B2B relationships and develop a B2C strategy for your customers? We are happy to be your partner. Here you can find our References and to our Contact form .