Wednesday, May 21, 2014

Retailing in the modern world Pt I - Business marketing and sales channels

I'm going to write a series of posts relating to various retail channels and concepts in each. I hope they are informative to you. This is part one but look for the rest of the series to come out in the next few weeks. That being said, here is post one:

People generally specify marketing channels into two classifications: 1) Business to Business (B2B) and 2) Business to Consumer (B2C). Both channels are geared towards enticing increased revenues by optimizing the sales in retail channels via strategic planning for certain customers. They often share the same retail channels types to accomplish this.

What are the 3 big differences between B2B and B2C channels?

Customers: B2B channels are sales avenues between businesses while B2C are typically sales avenues for end-users of a product or service
Marketing: B2B sales are typically marketed through trade shows or mutual business associations while B2C are marketed through advertising, retail channels, or word of mouth.

Revenue: Generally, B2B transactions are larger in revenue and volume. The volume may be higher in this avenue but at the expense of margin (sales price). Quick note: Overhead may be lower in an organization with no brick and mortar and just B2B via portals and catalog sales

What are the different channels of B2B and B2B retailing?
  1. Brick and Mortar stores
  2. Online (E-commerce) stores (including B2B portals)
  3. Call Centers (telephone orders/support)
  4. Mobile stores
  5. Kiosks 
  6. Catalogs
  7. 3rd party direct sales
As the 'Retailing in the modern world' series goes on, we will look into the above channels in deeper detail in regards to increasing revenue, brand awareness, and leveraging technology to optimize these channels (my favorite topic!).  Stay tuned for more in this series!

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