B2B vs. B2C Relationships

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Rethinking is in order! Learn how to build more effective B2B and B2C relationships in this Salesfive article.

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Short and sweet

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 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.

B2B vs. B2C Relationships

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. 

B2B relationships: Adaptability as the top priority

The success of consumer goods companies depends largely on retail execution: the fine-tuning of getting the right product on the right shelf at the right price ultimately determines how attractive your product is to consumers. The pressure on the shoulders of salespeople is therefore not exactly light. Nevertheless, executives in the consumer goods industry disagree about whether these "field staff" are doing their best. Only 50 percent are completely satisfied with their work, as Salesforce revealed in a Survey of 500 CG (consumer goods) executives worldwide. CG executives are also less satisfied with insights into customer behavior in the physical store. 

  • Only 48% are satisfied with the use of customer information from stores 

  • Forty-three percent of CG leaders are satisfied with their ability to 

  • Leverage customer data from traditional retailers 

  • 42% say retail challenges such as store closures and brand pressures are negatively impacting their business 

  • 49% see private label products from retailers:inside as a business threat 

Considering that 63 percent of customers expect new products more often than ever, such growth-inhibiting factors for CG companies must be countered. Other challenges, such as the burgeoning private label brands that are proliferating, must also be kept in mind. Optimization of retail execution must be guaranteed - adaptability is more important than ever. 

Competitive threats are forcing CG manufacturers to invest in direct relationships with consumers. 99 percent of the CG executives surveyed are already doing this.

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 executives see barriers to turning customer data into insights, while 54 percent report isolated 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 channel partners need, how well your products are selling, and which locations may need attention from 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 built just for your industry: Scale digital transformation with industry apps, data models, and integrations; speed implementation with pre-built processes for key account management, direct store delivery, and field 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 - so you can offer your customers a brand-appropriate, digital shopping experience, which is rounded off by the Service Cloud. This ensures customer satisfaction par excellence, even in 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

Do you still have questions about Salesforce, Salesfive or are you ready to start digitizing?

We will be happy to assist you in an initial consultation 

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