Retailers, accommodations, airways, and eating places have lengthy relied on loyalty applications—together with reductions, early entry to new merchandise, and unique perks that improve the shopper expertise and encourage a following—to strengthen buyer loyalty. However solely not too long ago has the concept taken root within the B2B world. And it’s about time. In a latest PwC buyer survey, virtually 60% of B2B prospects reported they’d by no means had an expertise with a model that made them really feel particular. That’s an alarmingly excessive proportion of consumers who’ve been given no specific motive to stay round. However the implications of client loyalty for B2B corporations are huge, and, if something, as essential as they’re for consumer-facing corporations. In spite of everything, it could actually value 5 instances extra to amass a buyer than to retain one, and on common probably the most loyal prospects account for as much as 80% of an organization’s revenues.
For corporations prepared to reimagine the standard transactional nature of their B2B relationships, a loyalty program represents an essential development alternative. However on this regard, B2B prospects could be a powerful nut to crack. Many instances, the B2B “purchaser” is definitely a couple of particular person—together with these in procurement and finance, together with heads of enterprise, for example—and these people have totally different wants. Firms should determine who to pursue: the entire entity or the totally different purchasers? And getting concentrating on proper is only one piece of the puzzle. To achieve success, a B2B loyalty program should additionally align with the shopper’s strategic targets and remodel transactional relationships into dynamic partnerships designed to advertise mutual success.
The advantages of B2B loyalty applications
By growing a relationship along with your prospects, you may reap main advantages.
Rising top-line income and bettering revenue margins. Loyalty applications can characteristic instruments that encourage prospects to check out extra services, thus growing their buy frequency and spend. Packages can even supply differentiated advantages, primarily based on elements akin to seasonality or buyer buy habits, to advertise the sale of higher-margin merchandise. Pairing these choices with artistic premiums that provide strategic profit to prospects—a TV spot highlighting the shopper, a retailer makeover, energy-efficient tools—assist shift the connection from transaction to partnership. The extra the shopper interacts along with your model and captures new rewards, the extra your income and profitability can climb.
Lowering prices and elevating buyer satisfaction. Executed proper, loyalty applications can substitute the blunt devices of discounting and heavy promotions with a precision instrument—one which reduces financial reductions whereas increasing buyer advantages in different methods, each tangible and intangible. You possibly can supply gestures or perks, akin to serving to the shopper optimize its product combine—by promoting extra of 1 common product than one other much less common product, for example—to drive most income. These measures don’t immediately hit the underside line, however nonetheless construct on the connection. An improved relationship additionally will make the shopper contracting course of smoother and less complicated. Collectively, these advantages add as much as larger buyer satisfaction, retention, and advocacy, and elevated income and profitability.
Selling digital engagement and producing invaluable buyer information. The B2C sector has made the worth of digital engagement clear. Past attracting and retaining prospects, digital engagement generates what we name the “engagement flywheel”: steady buyer insights that spark concepts for brand spanking new services, deepen the shopper relationship, and, in flip, assist corporations develop. The B2B sector has been lagging on this respect, however loyalty applications may also help jump-start digital engagement efforts. You possibly can tailor digital channels and methods to every distinctive buyer kind, together with the oft-neglected small and medium-sized enterprises (SMEs). And as you advance your digital transformation efforts, you may put large information and analytics to work, accelerating the engagement flywheel.
5 actions for making B2B loyalty work
Though you may’t construct a profitable B2B program by cloning your B2C program, you may capitalize on a long time’ price of B2C classes discovered. To realize the advantages we’ve outlined, you’ll must adapt B2C ideas to your online business.
Executed proper, loyalty applications can substitute the blunt devices of discounting and heavy promotions with a precision instrument—one which reduces financial reductions whereas increasing buyer advantages in different methods.
Dig deeper to know your online business consumers. The muse of any well-designed loyalty program is a rigorously thought-through segmentation technique. This begins with figuring out and understanding your buyer segments. However as we’ve already talked about, understanding your B2B prospects is harder than understanding B2C prospects. For one factor, B2B consumers are under-analyzed. Purchaser segmentation can be extra difficult as a result of getting access to them is more durable—partly as a result of transacting is finished underneath the customer-company auspices, making the suitable people arduous to search out—and the customer inhabitants is extra fragmented.
You additionally need to pinpoint the worth drivers and financial alternative inside every buyer phase (and even subsegments). One world beverage firm did this by contemplating the worth potential in numerous buyer segments (excessive, medium, and low alternative) in addition to product segments (core and rising) to prioritize targets for a loyalty program pilot. On this means, the corporate ensured program incentives have been finest aligned with the corporate’s targets.
Determine and encourage optimum buyer behaviors. Focus not solely on present, fascinating behaviors but in addition on new ones you wish to elicit—behaviors that can assist your overarching enterprise targets. These behaviors would possibly embrace your prospects shopping for a broader vary of merchandise from you, creating extra shelf house for these merchandise, referring new enterprise to you, or getting shoppers to put in writing product evaluations.
Take into consideration which behaviors are priorities, and construction incentives accordingly. And notice that the behaviors you’re concentrating on would possibly fluctuate primarily based on location, retailer measurement and sort, and purchaser position. What works for the business-unit vice chairman may not encourage the procurement head. It’s essential to be in step with program incentives so totally different individuals in the identical group reap the identical rewards for a similar habits, however you’ll additionally need to have the ability to tailor some advantages by promotions and different means. For instance, a number one airline B2B loyalty program shifted from an allotted set of program advantages for company prospects to a versatile mannequin, giving the shoppers alternative of their advantages, which have been dynamically priced to encourage optimum buyer behaviors.
Design your program to be easy. The very best loyalty applications are intuitive, each for the gross sales crew (to allow them to promote enrollment) and for the shopper (so they really use it). Begin with a easy loyalty program idea. It’s arduous to know which options will ship outcomes till you check them, and the extra variables you begin out with, the more durable it’s to isolate their impression. Ensure the directions on how this system works and the app you design to your program are user-friendly.
The bottom construction of this system (e.g., factors accrual and redemption mannequin, tiers, and advantages) must be easy. A number one meals producer created an preliminary pilot program that proved overly complicated, with factors being incomes primarily based on kind of product bought, month, frequency of purchases, member degree, and quite a lot of different elements. This difficult system resulted in confusion for members. It was tough for the gross sales crew to even clarify this system. So, the corporate simplified its loyalty providing to award factors primarily based on merchandise bought, and created separate promotions to incentivize behaviors by month, member degree, and different elements. The outcomes of this system have now multiplied.
Lead with digital. B2B loyalty applications require the identical digital-first mindset as B2C applications to speed up the shopper engagement flywheel. Some trailblazing corporations have developed cell apps with dashboards that present their salespeople and prospects a transparent window into prospects’ operations—for instance, gross sales breakdowns, stock info, product combine, tendencies particular to their enterprise, and efficiency relative to opponents. This information helps prospects optimize their enterprise and helps each side develop extra profitably. Such a profit is very engaging to SMEs, lots of which lack their very own native digital technique. And you may supply this system by way of numerous digital channels to fit your prospects’ totally different wants.
With information, you can also tailor your loyalty choices to buyer preferences, buying habits, and pursuits. For instance, for purchasers that espouse environmental or social values, you may supply rewards akin to energy-efficient tools or contributions to nonprofits that assist their favourite causes. A number one industrial merchandise producer lagged the business in digital, counting on conventional communication channels (e.g., cellphone and fax) and spreadsheets to drive gross sales. It revamped its digital expertise to supply content material, commerce, communications, efficiency insights, and account administration to each prospects and gross sales, underpinned by a buyer engagement program. This led to not solely an business innovation award, however considerably elevated gross sales at a decrease value to serve.
Create the absolute best buyer expertise. The very best B2C applications create passionate followers and advocates. They’re attentive to suggestions and insights, and so they create alternatives for purchasers to have memorable, constructive model experiences. Though prospects have historically responded to monetary incentives akin to volume-based reductions, these come at the next value and do little to assist SME prospects. The very best applications reveal that you take care of your prospects by serving to them meet their wants.
For example, a number one garden care firm helped drive visitors into prospects’ shops by making sure merchandise out there solely to these retailers. It additionally shifted from volume-based loyalty rewards to performance-based incentives to advertise development behaviors, and it supplied show allowances and different demand-generating actions, akin to cooperative promoting. The revamped program delivered 20% development in CAGR in unbiased channels and helped double market share in 5 years.
The time for loyalty applications is now
It received’t be lengthy earlier than loyalty applications start to take off all through the B2B world, significantly because the economic system springs again from its pandemic lows. And as soon as relationships grow to be sticky, the switching prices for purchasers will solely develop. This must be incentive sufficient for corporations to get severe about exhibiting some like to prospects.
- John Rolston is a number one practitioner in PwC’s client markets and digital practices, specializing in customer-centric advertising transformation. Primarily based in Chicago, he’s a director with PwC US.
- Jon Glick is an advisor to executives in PwC’s buyer technique consulting observe. He leads a cross-functional crew working with shoppers to develop, innovate, and develop loyalty applications and life-cycle advertising capabilities. Primarily based in Chicago, he’s a principal with PwC US.
- PwC US director Mark Baker and PwC US senior supervisor Whitney Nystrom additionally contributed to this text.