Direct customer access to the products on offer and increasing transparency have further consequences for companies. They should not only focus on delivering good quality goods, but also consider that the reputation of their own company is a factor in their success. If a manufacturer suffers damage to its image, for example, this may reduce confidence and thus the willingness to buy. Dynamic pricing (keyword: predatory pricing) also leads to similarly dynamic buying behavior. The classic “regular customer” hardly exists anymore. After all, the search engine also spits out the lowest prices for the product being searched for. People buy what is cheap and/or promises the best quality.
Do you think all of this screams B2C and does not apply to the business relationship between, for example, customers and suppliers? Far from it. In B2B, too, the digital transformation and, most recently, the Corona pandemic are making customers think twice about who they want to work with. According to a study by Pros, around half of the participating companies have changed some of their suppliers during the crisis (the key findings of the study). The reasons for this include a lack of crisis resilience and a lack of opportunities to find out independently about the supplier’s pricing (B2C business sends its regards).
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