Bridging the Gap: Give B2B Customers a B2C Experience for Increased Sales and Revenue Growth


Apr 12, 2023 • 8 min read

Give B2B Customers a B2C Experience

In modern business, customers' expectations are constantly evolving, and B2B customers are no exception. They are now looking for a B2C-like experience when it comes to their B2B interactions.

As per Lumoa, a significant proportion of B2B buyers, at least 80%, now desire a B2C-like experience when making purchases. This presents a significant opportunity for businesses to revamp their sales strategies and offer a B2B experience that is tailored to feel more personal, similar to B2C interactions.

Given the growing preference among B2B customers for a B2C-like experience, a crucial question arises: what steps can companies take to meet this expectation?

B2C Experiences that can be Applied to B2B Customers

1. Personalization

B2C customers are used to having personalized experiences when shopping online, from recommendations based on their purchase history to targeted advertising.

B2B customers are no different; they want to feel like the company they are buying from understands their unique needs and can provide tailored solutions.

By giving B2B customers a personalized experience, companies can build stronger relationships and increase B2B customer loyalty.

2. Convenience

B2C customers are used to being able to shop online 24/7, from the comfort of their own homes. B2B customers are no different; they want to be able to research products, place orders, and track shipments online, without having to pick up the phone or send an email.

By providing an easy-to-use website or app, companies can make it more convenient for their B2B customers to do business with them, which can lead to increased sales and customer satisfaction.

3. Speed

B2C customers are used to being able to make purchases quickly and easily online, without having to wait for a salesperson to get back to them.

B2B customers are no different; they want to be able to research products, compare prices, and place orders quickly and efficiently. By providing a website or app that makes it easy to do all of these things, companies can speed up the sales process and close deals faster.

Expectations of the modern B2B Buyers

Modern B2B buyers have a set of expectations that go beyond a visually pleasing user interface and improved navigation. Some of these expectations include:

1. Efficient and time-saving navigation

In the fast-paced world of B2B purchasing, time is of the essence. Procurement managers and shop floor supervisors need to quickly process numerous purchase orders, making it essential to have efficient and effective website navigation and search experience.

Addressing these vital components of website design can greatly enhance the B2B buying experience, leading to satisfied customers and successful business growth.

2. Simple purchase list building process

B2B buyers often face the daunting task of putting together a lengthy list of items to purchase.

This process involves sifting through various product catalogs and technical specifications before selecting the appropriate products. To alleviate the burden and enhance the B2B buyer's experience, simplify the process of creating a purchase list.

3. A seamless user experience across devices

In the B2B world, buyers frequently discover products on one device and complete their purchase on another. Providing an omni-device experience is as essential for B2B as it is for B2C.

However, designing an enjoyable omni-device experience for B2B users is challenging due to the vast amount of information and resources, such as data tables, diagrams, and PDFs, surrounding products.

4. Utilizing cross-sell and upsell recommendations

B2B buyers often purchase all necessary components, spare parts, and related products to create a complete product suite for their customers.

Incorporating cross-selling and upselling product recommendations based on past and real-time buying behaviors can simplify the purchasing process for B2B buyers.

How to Give B2B Customers a B2C Experience

1. Create a user-friendly website or app

The first step in giving B2B customers a B2C experience is to create a user-friendly website or app. The web or app should make it easy for B2B customers to research products, place orders, and track shipments.

2. Offer flexible payment and shipping options

Another way to give B2B customers a B2C experience is to offer flexible payment and shipping options. B2C customers are used to being able to choose from a variety of payment methods, such as credit cards, PayPal, and others.

B2B customers should be given the same flexibility, with options like invoicing, net terms, and other payments. Additionally, offering fast and reliable shipping options can help B2B customers receive their orders in a timely manner, just like B2C customers.

3. Provide exceptional customer service

Exceptional customer service is a key component of the B2C experience, and it should be no different for B2B customers.

Companies should strive to provide quick and helpful responses to customer inquiries, whether they come in via phone, email, or online chat.

Additionally, companies can provide value-added services, such as technical support or product training to help their B2B partners succeed.

4. Use data to personalize the experience

Personalization is one of the key advantages of the B2C experience, and companies can achieve the same level of personalization by using their B2B customer data.

By analyzing customer purchase history and browsing behavior, companies can provide personalized recommendations and offers that are tailored to each customer's unique needs. Additionally, companies can use data to identify trends and make strategic decisions about product offerings and pricing.

5. Offer loyalty programs

Another key aspect of giving B2B customers a B2C experience is offering loyalty, reward, and incentive programs just like B2C customers. These programs can help companies build stronger relationships with their B2B customers and incentivize them to continue doing business with the company.

B2B loyalty programs can take many forms, including points-based systems, tiered membership levels, and referral bonuses. Companies can choose the type of loyalty program that works best for their B2B customers based on their industry, customer needs, and business objectives.

The key is to create a loyalty program that rewards B2B customers for their continued business, while also providing value and incentives that keep them engaged and motivated to stay loyal.

6. Focus on the customer journey

Finally, to give B2B customers a B2C experience, companies should focus on the customer journey. This means understanding the different stages that customers go through when researching and making a purchase, and providing a seamless and satisfying experience at each stage.

By mapping out the B2B customer journey and identifying areas for improvement, companies can optimize their processes and create a better overall experience for their customers.

Wrap up!

Companies can leverage proven B2C strategies and technologies to improve their B2B sales and revenue. 

By adopting these B2C commerce pillars and applying them to their B2B strategy, companies can streamline their sales process, improve customer satisfaction, and ultimately drive growth and profitability for their business.

If your business has not yet implemented B2B loyalty programs for your B2B buyers, Tada can assist you. Tada provides personalized recommendations, enables easy repeat ordering, and offers tailored loyalty programs to meet the unique needs of your B2B customers.

Furthermore, Tada's platform is built on a flexible and customizable architecture, allowing companies to tailor their loyalty programs to meet their specific business requirements and their customers' B2C-like purchasing expectations.

Request our demo now to find out more about exiting features we offer to help you create better loyalty experience for your channel partners and customers.

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