Omnichannel, B2C, B2B…it’s really all B2H

Connecting brands with humans

Today we’re overrun with acronyms for everything business. Why? Because creating communication shortcuts, helps you quickly identify what group of potential followers you should focus on, while getting your point across quickly and succinctly.

Don’t try to shortcut the connection; remember you’re looking to attract humans! The critical component of each type of transaction is engagement; and the basis of the engagement is recognizing it is about connecting BUSINESS to HUMAN (or B2H).

Ways to connect

Technology has created many more options for businesses to connect with customers. Commerce is being streamlined electronically. Physical, personal contact from business to consumer via stores, and business to business, must closely follow the patterns established electronically.

Whether you are engaged in business to consumer (B2C) or business to business (B2B), there are critical components that should be considered:

1. Be genuine

People make their own choices and decisions about whom they choose to work with, and from whom they buy, based on their own research. They no longer want to be “sold”.

The customer wants to feel something from the connection. They want to be moved/touched by the company and what it stands for, besides the service or product being offered. People are looking for a true and positive experience from a connection.

2. Gain trust

- Suppliers who collaborate and offer innovative solutions have a competitive advantage. They quickly gain customers’ interest and reduce barriers to other elements, such as price, to establish an authentic relationship with customers.

- Go beyond merely selling something and offer a solution to your customer. Global companies and brands have to localize the benefits of the products and/or services to better engage the customer.

- Chip Bergh, COE of Levi Strauss & Co. had a column in the latest Fortune Magazine, in which he took a stand on gun violence, expressing the values of the company publically to connect with the communities their business interacts with. Read more…

3. Demonstrate value

- Spending has become more discerning. One should provide compelling reasons to spend, and offer recognized brands and/or inspiring products, versus just promoting price. It doesn’t matter if it’s sunglasses, outdoor yard furniture, or automobiles, focus on the features and benefits that show value, versus just low prices. This will promote greater customer loyalty and engagement.

4. Offer new, innovative products or services

- Customers become excited and engaged when they see something new and unexpected presented in a creative and compelling way. It could be a new use of a traditional product, or a new software application that makes daily tasks easier, that can truly engage someone and stimulate excitement.  
Innovation or creativity with products can stimulate buying decisions.

5. Make the experience FUN

- Today’s consumers are looking for an experience, as much as a purchase. We want to feel good about what we bought and can’t wait to get it home; use it and show it off! Social media plays a huge role in spreading the word of an exciting, fun and engaging experience.

About The Author

Bob Horwitz

I am a business growth consultant for retailers and consumer brands, helping each generate profitable and sustainable revenue growth through creative brand and product strategy; product, market and channel expansion; channel engagement strategies for dealers, distributors and customers to deliver exceptional and consistent omnichannel consumer experiences. I have led a successful career in retail department stores, national chains and specialty stores, as well as senior leadership positions with wholesale apparel brands. For the last 20 years, I was the CEO of a marketing company specializing in sales promotions, channel incentive programs and brand management.


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