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Can you add B2C to your B2B?

Via LinkedIn : If you set yourself this challenge you will quickly find that it is not so easy.

Imagine that you own Federal Express and your e-commerce category customers are merchants.

But what if you also had a way of selling your logistics service direct to Joe Bloggs in the street, would it be profitable, can it be profitable, how to do it?

It turns out there are logistics companies out there that are building infrastructure to make this happen because e-commerce is seen by postal operators and logistics companies across the world as a very big deal, a mammoth revenue generator for many decades to come.

One large American logistics operator is developing a retail customer facing tool (in Europe), where you will be able to become their customer, and take this company with you onto any website where you make your purchases, for them to then deliver the product/s that you bought.

The opportunities for logistics companies that this new business model opens up are enormous.

One of the opportunities that I like is data. Logistics companies would be able to collect large amounts of data about their customers’ buying patterns, preferences, timings, locations, etc., data which at this time is the domain of retailers.

This data could then be used by the logistics companies to bring in multiple retail partners to provide to their customers very finely targeted marketing offers. This has the potential to generate large incremental revenues for the logistics companies.

Actually, you take it a step further and you become a closed-loop type business, B2B (selling to merchants) – B2C (selling to consumer) – B2B (selling data to partners).

As the SMS guy I am excited about the marketing offers element of this model, because this channel can be very effective when used on the targeted and opted in user base.

The logistics companies are international in span and the reliable delivery of marketing SMS across borders is super important because it has a direct impact on revenues.

Pulling together the logistics company’s customer data, a good customer data segmentation algorithm, and our SMS routes into one is what I would be excited to work on.

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