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What is B2C?
B2C (short for business-to-consumer) is a business model where companies sell goods or services directly to end users. In this process, the buyer (consumer) has the opportunity to purchase products from the company (business) to meet their personal needs and desires.
B2C Examples
The B2C sector encompasses a variety of services and retail outlets, including:
- Services for the public: tailoring, beauty salons, dry cleaning, notary services.
- Catering establishments: canteens, restaurants, cafes.
- Retail outlets: clothing stores, cosmetics shops, shoe stores, grocery stores.
- Online stores and marketplaces that engage in retail sales.
For example, the "Detsky Mir" chain offers products both in physical stores and online, primarily targeting parents and their children. Many companies can simultaneously employ both sales strategies: B2C and B2B. For instance, the "Komus" company provides products for home and office, offering business clients special conditions like fast office supplies delivery and bonus programs. At the same time, they have an extensive network of offline stores focused on individuals.
Features of B2C Sales
The main client in the B2C sector is an individual. This requires retail companies to pay special attention to customer interaction points, including sales offices and retail spaces. For example, companies strive to create a cozy atmosphere in their stores and cafes, offering visitors comfort and pleasant little things like coffee and sweets in beauty salons.
Geolocation is very important for B2C sales. Retail outlets located in city centers can attract more customers. Although the significance of this is gradually decreasing with the development of online shopping, it remains relevant for essential goods and services.
Another key feature is mass production. End consumers typically purchase goods in small quantities, making it unprofitable for companies to produce products tailored to each customer. It is much more efficient to create a batch of goods with diversity within a category, such as yogurts with different flavors.
Emotional Marketing in B2C
Consumers' emotions play a crucial role in the marketing strategies of B2C companies. When choosing a product, the end buyer often relies on their feelings, which can lead to spontaneous and impulsive purchases. Research shows that advertisements that evoke strong positive emotions can increase sales by an average of 23%.
For example, the "Pyaterochka" chain stores have their own bakeries, and the aroma of freshly baked bread creates a cozy atmosphere, encouraging customers to make a purchase right here and now.