Today’s empowered consumers want to shop anywhere, anytime and they expect nothing less than a seamless experience with all their needs accommodated as they shift among mobile, digital and physical channels. They want the freedom and choice of online shopping, balanced with the comfort and immediacy of a physical store. They want to research and select items from their armchair, check out offers when they’re on the move and then try out products in the store.
Not all B2B customers are businesses. There is a parallel world of non-businesses among your customers that you may not be fully aware of. Beyond B2B lies the Business-to-Institution (B2i) market, a sector that includes over 2 million institutions, spending $4.1 trillion annually.