Completely in Self Control
A selling party must facilitate a high self-service level by aligning well with the needs and desires of their customers. Take customers by the hand and guide them easily and quickly through the vast online offering, just as an account manager does offline. This is where personalization comes into play.
Personalization simply means always and everywhere meeting the needs and desires of the customer. At every touchpoint throughout the entire customer journey, both online and offline. Reactive is good, but being proactive is even better. In this way, a wholesaler can transform online from just a supplier to a digital advisor who is just as indispensable as offline. A party that optimally senses, informs, inspires, and serves the customer’s company online and offline. A place where they make their purchases with confidence and return time and time again.
B2C Learnings: Personalization is a Must
The move to personalization was (and is) a big step for many existing parties in the consumer market. Focusing on the customer is a change in mindset that cannot be made overnight. However, this is different in the B2B market, where the customer has always been the focus of attention. Thanks to the efforts of account managers and the use of customer passes, a lot is already known. Making the move to personalization is therefore much easier for B2B than for B2C. Furthermore, the path is already paved thanks to the pioneers in the consumer market. Instead of making leaps and bounds from all the unfiltered online offerings for all customers and working with segments, wholesalers are now immediately checking in at the level of personalization.
In short, digitization offers great benefits for wholesalers. It gives them the opportunity to translate the personal attention they already provided offline into a strong online presence. With artificial intelligence, they convert the knowledge they already had about customers into a flawless offering tailored to the buyer, omni-channel, and on-demand. By inspiring individual customers proactively with products that may also interest them, wholesalers not only ensure customer loyalty and retention but also boost their revenue and increase their share of the market.