Home
Deutsch space Search  Search
IMP THINKTANK    CONSULTING    IMPULSES    NETWORK   
IMP
space
space
space
 
space
 
space
 
 
space    
space
space
   
space
space
space
THE PATH TO CUSTOMER EXCELLENCE IN B2C
 
Better and faster than the competition
 

FUTURE-ORIENTED MARKETING AND

SALES LOGIC 

________________________________________________________________

The only companies who will call themselves winners in these times are those who are able to push future-oriented marketing and sales models faster and more effectively than their competition.
________________________________________________________________

The world of B2C business has changed radically since the middle of the 2000s. 

  • We see ourselves confronted with a previously nonexistent quantity of products and services. Almost everywhere there is a danger of being replaced that forces increasing numbers of companies into bitter and ruinous price wars.
  • Increased consolidation of the traditional commercial landscape combined with a wide range of brand concepts will increasingly limit the possibilities of previously trusted business logic.
  • E-commerce, mobile commerce and completely new possibilities of online product presentations are unstoppable in their current rise. The associated opportunities for customers have already changed drastically with regard to information and purchasing behavior.
     

Perhaps the most significant development in B2C business over recent years, however, can be seen in the fact that these enormous changes in the Internet world represent a "moment of truth" in terms of purchasing decisions for consumers. Even leading scientists predicted after the turn of the millennium that customers will be making their purchasing decisions directly at the shelf, that is, in the stores. This no longer applies to many areas of B2C business. Studies clearly prove that more and more customers are making their purchasing decisions outside of stores on their computers or smart phones. More than 50 percent of people do online research before their purchases. They then come into stores and know exactly what they want – or buy it directly online. Others first go into a shop to inform themselves and then do their purchasing online.


The fact is that today people have fully different information gathering and purchasing behavior. 


There are five development stages that are responsible for these dramatic changes, which will continue to drive the unbelievable rise in significance of E-commerce and mobile commerce.

  1. The development of the Internet to a true product and price information platform
  2. The development of smart phones, which makes the Internet mobile and thus enables customers to access information relevant to their purchases at any time and anywhere
  3. The trust among users in "mobile” payment systems and the associated transformation of the Internet from a purely informational platform into a commercial one
  4. The continual improvement of product presentation options on the Internet that offer far more alternatives than many "brick-and-mortar" companies can implement
  5. The development and establishment of highly professional “all-in-one” platforms such as Amazon, which offer customers INFORMATION, COMMUNICATION (e.g. reviews of products and applications via blogs and communities, etc.) and worldwide PURCHASING

In particular, this "most recent" phase of development – establishing those platforms – has also fundamentally changed the power structure with regard to customer access. We used to be able to clearly divide the Internet into areas. There was COMMERCE, represented by dealers like Amazon. Then there was CONTENT, best represented by Google. Then there were COMMUNITIES such as Facebook, Twitter, Xing and the like. Today these boundaries seem to be disappearing. In many areas, Amazon has become a better "content expert” than Google. Through the tremendous number of customer reviews in individual product categories, Amazon now has so much content in its system that people have begun initiating their Internet searches on the Amazon site. Furthermore, Amazon is of course trying to address all possible communities and thus provide customers with the ideal platform for dialog. There are no more distinct divisions. Google has become far more than just a content provider. With Google Shopping they have a commerce platform, Google Wallet is a payment system and Google+ is a community. It would be astounding if Facebook actually remained a purely community-oriented platform given the fact that it reports as many clicks as Google. The investment options of these players are also enormous. They are on permanent “shopping sprees” in order to develop their competencies in all three areas: commerce, content and community.

That means: These segments were once very easy to separate from each other and categorize. Those boundaries have now nearly completely gone.




Quelle: Britax Childcare



In this fully changed B2C world, the path to future-oriented customer excellence is only possible if a company ...

  1. really possesses a core market with truly rationally and/or emotionally unique selling points,
  2. sets itself up in all marketing and sales channels such that the targeted customer group can actually recognize the unique benefit of the products and services on offer
  3. is able to cleverly take advantage of "new“ media to inspire the profound wishes of the target groups in question
  4. so that they will want to purchase this benefit
  5. and ensure that potential customers can purchase this benefit as easily and as frequently as possible through as many of today's available sales channels.

These are the challenges that many companies are simply unable to overcome. There is a lack of clarity with regard to what well-suited and well-synchronized marketing and sales efforts can achieve in the context of these new challenges.


In recent years, IMP has developed a methodology for showing companies how to establish themselves as unique suppliers in the B2C world.

 

space
space
space

 

 


Perhaps the most significant development in the B2B arena: Due to the enormous changes in the Internet, the "moment of truth" with regard to purchasing decisions has changed radically for consumers. 

space
space
spaceHomespaceContactspaceTerms & conditions