When creating a new product or service, we should keep in mind their most important aspect - our future customers, i.e. the specific target group. Targeting a specific market segment and preparing a sales and marketing strategy for a specific audience is the best recipe for success. In this article, we will learn what the B2C business model is all about.
The B2C model in e-commerce - what does it consist of?
The term B2C (business to consumer) refers to companies whose customers are individuals rather than other businesses or business partners (B2B). Their business focuses on the needs and interests of consumers. In this model, it is not only the acquisition of new buyers that counts, but above all the building of a lasting, well-targeted relationship with existing customers that ensures their loyalty. Knowing one's target group is of enormous importance for the development of a company, so it is worth focusing on getting to know them and analysing them thoroughly.
E-commerce trends for 2020 indicate that more and more attention will be paid precisely to building relationships, as well as improving the quality of the consumer experience, and this is particularly true for the B2C model. For this reason, we are more likely to see the use of bots or artificial intelligence to better respond to the needs and expectations of a specific target group. The human being is becoming more and more important - he or she is no longer just a buyer treated in an object-like manner. We should see the customer as a consumer of experiences. It therefore makes sense to tailor your products and services to the individual. Incidentally, it should be mentioned that communication with buyers is changing - it is no longer one-sided, as it was just a few years ago. In the age of social media, the user enters into a dialogue with the brand and can publicly express his or her positive or negative opinion.
B2C business model - what are the main sales channels?
As far as the B2C business model is concerned, this mainly concerns sales channels such as:
- webshops ,
- online auctions,
- MLM (Multilevel Marketing),
- services in retail form, e.g. booking concert tickets or accommodation,
- online commissions.
The B2C model in e-commerce - key objectives
Once we know exactly what the B2C model is all about, it is time to identify its key objectives, the definition of which will help to create sales and marketing strategies. These are:
- acquisition of new customers,
- maintaining long-term relationships with existing buyers,
- guaranteeing consumers the best, convenient shopping environment.
All of the above-mentioned objectives focus directly on the human being, so achieving them will depend on having an up-to-date database of their customers. This starts with contact information and extends to age, shopping preferences, interests and leisure activities. The more we know about our target group, the more relevant our business activities will become .
What does the purchasing process look like in the B2C model?
How customers make a purchase matters a great deal. When it comes to the B2C model in e-commerce, we know the purchasing process from our own experience. However, it will be good to recall its elements, which include:
- familiarity with a particular brand, product or service,
- increased interest,
- the decision to make a purchase,
- visiting the shop and finalising the transaction.
We should work on all four of these points. The best way to start is by finding answers to some basic questions: how can I increase awareness of my brand among customers? How do I awaken their interest? What can I do to make them want to buy a product?
What is worth knowing about marketing in the B2C model?
Successful sales will not take place without well-planned marketing activities. So what do you need to know when developing marketing for your B2C business?
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Language tailored to the audience and lack of formality
Industry jargon may sound professional and expert, but it does not work at all when communicating to the individual customer. It is better to dispense with complicated vocabulary that the average user will find confusing and confusing. Simple language and a less formal style will work much better - and of course you should not overdo it either. Statements and content should be tailored to our audience.
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Entertainment and fun is what counts
In the B2C model, consumers are experience-oriented. They are therefore more likely to choose online shops that offer something more in addition to products - the pleasure of shopping. Introduce marketing activities that provide your audience with an extra dose of entertainment and you will increase sales.
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B2C customers are driven by emotions
All purchases are to some extent emotional, regardless of the market - this statement cannot be argued with. Buyers are most often guided by their heart rather than their reason and pure logic - it is not uncommon for them to buy on impulse and without thinking. It is therefore worth using short-term promotions and introducing elements of inspirational storytelling into your strategy.
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