For decades, direct sales approaches and letting product or service quality speak for itself were mainstays of the retail B2B/B2C ecosystem. However, today’s younger millennial buyers seek winning offerings but also demand a different approach – namely less phone chit-chat, a stellar brand reputation, and frictionless online engagement.
This shift has forced many players on the back-end, or B2B side, of retail to change their marketing strategies. Today, successful B2B retail marketing meets buyers at the right place and time on their discovery journey and delivers an excellent customer experience that resonates with their purchasing style and needs.