When it comes to keeping customers loyal, B2C companies have a lot to learn from their B2B counterparts. Surprised? It’s not every day you see a headline suggesting that trendy B2C brands should take notes from B2B manufacturers — but in this case, I believe many are overlooking something important.
In B2B commerce, loyalty transcends transactions. It thrives on strong, typically long standing relationships that are held together by consistent service. They often have long(er) contractual obligations and are serving the same ecosystem of clients repeatedly, positioning them to nurture trust and reliability. Tailored services and personal touches are key to deepening loyalty, which is important in a market with limited price flexibility.
On the other hand, B2C often involves low-touch, transactional relationships. However, as Edelman Trust Barometer data shows, the purchase is just the beginning of the customer journey. In B2B, loyalty is built on trust and reliability. It's not just a transaction, but the result of ongoing investment in key buyer-seller relationships and the delivery of personalized experiences across various touchpoints.
With that in mind, here are three ways B2C brands can take a more relational, B2B-influenced approach.
Build and invest in maintaining relationships
In the B2B space, loyalty is built on trust and long-term relationships between buyers and sellers. Sales reps are still equally the face of a brand and such play an important role by regularly engaging with new customers, understanding their individual needs, and offering tailored solutions. This kind of ongoing, personalized-yet genuine-relationship makes customers feel valued and supported, which is key to retaining their business.
B2C brands can achieve similar results by creatively building authentic, two-way relationships with their customers. It's not just about transactions — it's about consistently providing personalized attention that resonates on a deeper level. Take our customer Ulta Beauty, for example. After a record-breaking holiday season in 2023, Ulta’s loyalty program was highlighted in The New York Times. Their Chief Marketing Officer, Michelle Crossan-Matos, emphasized the importance of community in their approach: “It’s when you feel like you’re part of a community that is celebrating who you are, what you’re doing and it infuses more points and rewards for you.”
Ulta’s success is evident in the numbers. With 42 million members in one of the largest U.S. retail loyalty programs, 56% of their shoppers cited earning points as a primary reason for shopping during Black Friday and Cyber Monday. A few years earlier, McKinsey found that loyalty program members are 30% more likely to spend more, and this jumps to 60% for pay-to-play programs.
Customer referrals are your best friend
Referrals are a cornerstone of B2B growth, where satisfied customers often refer new customers to the business. Think about it. Wouldn’t you be more likely to try a product, retain a lawyer, or make a dinner reservation, or even buy an enterprise license for your team if you heard positive things about the vendor from friends, family or a colleague?
This approach can and is highly effective in B2C as we see with referral discount codes becoming more and more common. Encouraging your customers to refer others, specifically with incentives, can help you grow your customer base organically. When customers trust your brand enough to recommend it to others, it strengthens their loyalty and brings in new, like-minded customers who are more likely to be loyal as well.
For example, 3M, the manufacturing and industrial products company, has a referral program where when a referred company makes a purchase, the referring customer earns rewards such as discounts on future purchases, marketing support or even cashback incentives.
Leverage Your Loyalty Data to Grow Your Business
In B2B, companies often develop deep connections with their customers, understanding their needs and preferences at a granular level. This relationship-building is key to retaining business and driving loyalty.
Manufacturers and distributors frequently collaborate on loyalty programs, using insights from customer data to enhance product offerings and improve customer experiences. This collaborative approach helps maintain a competitive edge, ensuring that customers remain loyal even in a complex and evolving marketplace.
Vontier/Matco, which provides automotive tools for mechanics and technicians, operates a loyalty portal where vendors can log in to access a range of features, including order history, current sales, and exclusive "Loot" items reserved solely for established B2B clients. These coveted items are accessible solely through this portal, as they are not available elsewhere on the site. This exclusivity encourages loyalty, and also features a referral element as well.
B2C brands have a significant opportunity to strengthen customer loyalty by adopting strategies long utilized in the B2B space. While B2B companies excel at building deep, trust-based relationships beyond simple transactions, B2C brands can also benefit by investing in technologies and strategies that help them forge more meaningful connections with their customers, ultimately creating a loyal base that not only remains satisfied but also advocates for the brand.
As customer expectations continue to evolve, those who prioritize long-term relationships and personalized experiences will stand out and likely experience financial gains as a result. The key takeaway? It's not just about selling a product — it's about creating lasting, mutually beneficial relationships that keep customers coming back.
Jen Jones is the Chief Marketing Officer at commercetools, the leading digital commerce provider behind some of the largest and most innovative global brands such as Lululemon, Sephora, L.L. Bean, Audi, and Ulta. She oversees commercetools’ global brand, marketing, and corporate communications efforts