Changing the Game: How B2B2C is Gaining Ground On Traditional B2C Strategies
There continues to be a great evolution in the B2B channel, which has historically lagged behind the more direct to consumer channel of B2C. The challenge of B2B and B2B2C (tracking the customer) has been a tremendous market opportunity. By focusing more on products, incentives, and catalogs, the traditional B2B market has always been looked at as the “incentive” industry. While the B2C channel has typically spent more resources on insight, analytics, and modeling.
Recently, however, there’s been realignment in technology and focus for both the B2B and B2B2C markets. Brands today have been disintermediated from their customers. And mobile, social, and online technologies allow the customer to self-select, raise their hand, and choose to allow brands to track and understand their preferences and purchasing behaviors.
Those in the B2B channel are trying to create the same top of mind engagement with customers as their B2C counterparts, but they are learning that knowledge of the product is key to achieving real loyalty. For this reason, gamification and training have become significant factors in B2B programs. Distributors who possess a detailed understanding of the product and how to service it have the most satisfied end users, which is demonstrated through lower warranty claims and higher repurchase rates.
The ability to engage the audience in the channel means listening more to the dealers and, as products go, from B2B and then B2B2C, enabling these dealers to listen and proactively address Voice of the Customer insights.
Key takeaways to this session will include:
• How increasing the engagement of the channel partners can have meaningful and impactful benefits to the brand and the customer
• How those in the B2B and B2B2C channels are using unique digital and mobile technologies, gamification and VOC interactions to drive a measureable increase in loyalty up
• How innovative B2B organizations are pushing the envelope in analytics, program design, and efficacy to mirror those B2C arena
• How you can and should leverage technologies and processes to engage the customers where, when and how they prefer
Malcolm Persaud, Sr. Manager - Product & Market Development, Panasonic
Malcolm Persaud is the Senior Manager for Product and Market Development at Panasonic Eco Solutions Air Conditioning Group, a division of Panasonic Corporation of North America. Panasonic Air Conditioning Group, formerly Sanyo Commercial Solutions, is a leading manufacturer of ductless split and VRF systems globally.
Prior to joining Panasonic, Mr. Persaud served as Senior Manager of Advanced Products for Sanyo Heating Ventilating and Air Conditioning (HVAC) where he was part of a team that developed commercial solutions for large projects. At Panasonic, Mr. Persaud is charged with developing and providing customized and integrated technology-based solutions for customers in the public sector. Mr. Persaud has over a decade of Heating, Ventilating and Air Conditioning experience.
Mr. Persaud holds a BA in Aeronautical Engineering from Chelsea College of Aeronautical and Automobile Engineering. He resides with his family in Kennesaw, Georgia.
Soraya DaCosta, Sr. Direct Marketing Manager, Lenovo
Soraya joined Lenovo in 2008 and is responsible for the strategy and execution of Lenovo’s community engagement program. Soraya is a senior marketing professional with broad marketing experience, including strategic planning, engagement marketing, database and direct-marketing. In her role at Lenovo, Soraya’s focus is to drive long term engagement with customers with a view to building loyalty and advocacy. Soraya is a passionate advocate for providing positive customer experiences at every touch point with the brand. She has extensive experience with devising data-driven cross-channel marketing programs to maximize customer acquisition and retention, all with the focus on achieving continuous, improved business performance and growth.
Kaitlin Reiss, Vice President of Ecommerce, Edible Arrangements
Kaitlin Reiss leads Edible Arrangements®’ digital marketing and ecommerce team, overseeing the Edible Rewards® customer loyalty program.
Kaitlin joined Edible Arrangements® 11 years ago when the company had just 55 stores. Early in her career at Edible®, Kaitlin recognized a huge opportunity to grow the franchise brand through digital channels (which at that time represented 30% of revenue) and set out to do this. Kaitlin has spearheaded many key initiatives that helped build Edible® into a powerful multi-channel retailer, including managing the company’s first paid digital marketing campaigns, email marketing strategy, SMS strategy, and social media presence as she rose through several positions within the company. Today, there are over 1,300 Edible Arrangements® stores worldwide, and edible.com represents 65% of the company’s total revenue and is number 113 on the Internet Retailer 500.
Kaitlin also helped create and launch Edible Arrangements®’ loyalty program, Edible Rewards®, in October 2014. Edible Rewards® has quickly grown to over 1.8 million members, with new members added daily online and in local Edible Arrangements® stores.
Kaitlin has a B.A. in Consumer Behavior & Communications from the University of Connecticut, and an M.B.A. from the University of New Haven. She lives in Connecticut with her family.
Lucy Scinocca, Director, Loyalty and Customer Insight, North America, Retail & Digital Marketing, Harlequin
Lucy Scinocca is the director of loyalty and consumer insight at Harlequin, one of the world’s leading publishers of books for women. She oversees day-to-day operations of Harlequin My Rewards and leads the development of new initiatives for the program. Lucy led the strategic development and launch of Harlequin My Rewards program. Through her experience at Harlequin, Lucy has over 18 years of experience working with various stakeholders to leverage customer data to influence marketing and merchandising strategies.
Kris Klein, Managing Partner, Lenati
Kris Klein is the co-founder and Managing Partner for Lenati. He has 25 years of experience in both executive leadership and consulting roles with leading consumer and technology brands, including Apple, Microsoft, Starbucks, Google, Nike, Nordstrom, Adobe, Hitachi, and Salesforce.com. His areas of expertise are strategic planning, loyalty and retention models, and customer experience design. Kris works directly with boards and senior executives to accomplish the highest imperatives for companies, spanning innovation to margin improvement, and his work is often cited as the leading contributor to significantly improved profit contribution. Honored by the PSBJ as a 40-under-40 leader, Kris also co-authored The Art and Science of Customer Experience with Lenati’s CX lead Paul Conder.