B2B, B2C, B2E or all three for optimal app engagement?

TONY STORR | March 20, 2017

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Business-to-consumer (B2C), business-to-employee (B2E) and business-to-business (B2B) when it comes to mobility and app engagement strategy, is the best plan to treat these domains separately? The answer is usually, “We do, but maybe we shouldn’t.” An app for an employee to book a meeting room obviously has very little in common with an app for a consumer to interact with your organization. However, as more apps are put in the hands of customer-facing employees, the commonalities increase. An app for a retail store assistant needs customer history and preferences, product catalog accessibility, offers and promotions. Now, consider the consumer app for the same store. This will need exactly the same components. It will really help the store assistant if he can see the same data and view as the customer, as they will increasingly be conversing while both are looking at their devices. The IT team will be happy because these components can be built and updated holistically, rather than producing multiple versions in each app domain.

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Retail First provides specialised retail and commercial property services to business and property owners.Managing Director, Steven Bridges, and Director, Michael Jeffries, work closely with YFG Shopping Centres and Trondage in offering a suite of specialised services through Retail First.

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