As discussed, some transpromo evangelists believe that the best use of the transpromo solution is Business to Consumer organizations (B to C). Based on my research and customers, I believe that many B-to-B customers are also facing the commodity crunch and are trying to gain the loyalty of their business customers.
Let’s examine the competitive markets of beverage manufacturers. The beverage manufacturers’ customers are typically some type of bottler which will stock convenient stores, grocer/retail outlets, and vending machines. What if that bottler enabled loyalty programs, educational messaging, and targeted private label promotions which improved and deepened the relationship? Could that mean that the convenient store may provide a better shelf space or even an end cap to that bottler? What if the bottler provided portable loyalty programs that the store could use to increase sales to their customers?
I am sure that every bottler is trying to get the best space. But to the retail or convenient store manager, it could be all noise. I say, change the game by doing the following:
1) Personalize all customer facing documents with their logo.
2) Insert educational ideas.
3) Provide loyalty programs which are easy implemented and will assist the convenient store grow their customer loyalty.
4) Make it easy for the store to review history – even send SMS text messaging for informational purposes or allow for accessing history on line.
B-to-B enterprises have to enable their customers for success if they want to differentiate from the competition. These are just a few thoughts and ideas – more to come.
