B2B

benchmarking:
consumer
electronics retailer
example
Study

Munich, March 2017

Management Summary

In consumer electronics retail the B2B market is hardly developed – Many

retailers do not offer a systematic program for business customers

The race to claim the first-mover advantage has already begun – Aside from
traditional retailers, online pure players and manufacturers play an important role

Providers of good B2B programs make use of the opportunities of digitization to

transfer B2C standards such as a broad offering or pricing transparency to B2B

To better utilize the B2B potential, so far inactive retailers need to create service and
customer oriented B2B programs, while manufacturers can use existing platforms

Successful consumer electronics B2B approaches rely on six key characteristics:

Smooth customer journey, comprehensive offering, network with partners, B2B
organization & marketing, lock-in effect
Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 2
Multiple consumer electronics retailers in German-speaking Europe
either do not have a B2B program or it is weakly developed
MC IR MC MC IR IR MC MC MC MC MC ON MC ON MC MC MC MC ON ON IR MC MC MC MC MC MC MC MC MC MC MC MC ON ON

Retailer 10

Retailer 11

Retailer 12

Retailer 13

Retailer 14

Retailer 15

Retailer 16

Retailer 17

Retailer 18

Retailer 19

Retailer 20

Retailer 21

Retailer 22

Retailer 23

Retailer 24

Retailer 25

Retailer 26

Retailer 27

Retailer 28

Retailer 29

Retailer 30

Retailer 31

Retailer 32

Retailer 33

Retailer 34

Retailer 35
Retailer 1

Retailer 2

Retailer 3

Retailer 4

Retailer 5

Retailer 6

Retailer 7

Retailer 8

Retailer 9
Companies 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Target groups

Authorities, public institutions 1 1 0 1 1 1 0 1 1 1 1 1 1 1 0 1 1 1 0 0 1

Schools, universities 1 1 1 1 1 1 0 1 1 1 1 0 1 1 0 1 1 1 0 0 1

Clubs 0 0 0 1 0 0 0 0 0 1 1 0 0 1 0 0 0 0 0 0 1

Other 0 0 0 1 0 0 0 0 0 0 0 1 0 1 0 0 0 1 0 0 1

Delivery 0 1 1 1 1 1 1 1 1 1 1 0 1 1 0 1 1 1 1 1 0

Delivery - Speed 1 1 0 0 1 0 1 0 0 0 0 1 1 0 0 0 0 0 1 0 0
Services

Installation, setup, commissioning 0 0 -1 0 0 0 0 0 0 0 0 0 0 0 0 -1 0 0 0 0 -1

Repair 0 0 1 0 0 0 0 1 0 0 0 0 0 0 1 1 0 0 0 0 0

Repair - Execution 0 0 1 0 0 0 0 1 0 0 0 0 0 0 0 1 0 0 0 0 0

Return 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0

Service 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Sales channels

Key Account Management 0 1 1 0 1 1 0 0 1 1 0 0 1 0 0 0 0 0 0 0 0

Offline business 1 1 1 1 1 1 1 1 1 1 1 0 1 0 1 1 1 0 0 0 0

Events for business customers 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

B2B portal in online shop 2 1 2 2 2 2 0 1 1 1 1 1 0 1 0 0 0 1 1 1 1

Easy registration process 1 1 1 1 0 0 0 0 1 1 0 1 0 0 0 0 0 1 1 1 0

Multi-channel / channel netw orking 1.5 0.5 1.5 2 0.5 1.5 1.5 1 1 0.5 1 0 1 0 1 1 0.5 0 0 0 0

Telephone, Fax 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Purchasing & advice

In store 1 1 1 1 1 1 1 1 1 1 1 0 1 0 1 1 1 0 0 0 0

Online 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 1 1 1 1

App 1 0 1 0 0 0 1 0 0 0 0 0 0 0 0 0 1 0 1 0 1

Catalog order, print 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Contact person 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 -1 1 1 -1 -1 -1
Business customer hotline 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 1 1 1 1 0

Chat for business customers 0 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Discounts, bonuses 1 1 1 1 1 0 1 0 1 1 1 1 0 1 0 0 0 0 0 0 0
Prices & conditions

Specific B2B offers 1 1 0 0 0 0 1 1 0 0 1 1 1 0 0 1 0 0 1 0 0

Customer card 1 0 0 1 0 1 0 1 0 0 1 0 0 0 0 0 0 0 0 0 0

Purchase on invoice 1 1 1 1 1 0 1 0 1 1 1 1 0 1 0 0 0 0 0 0 0

Individual credit 1 1 0 0 1 1 1 0 0 0 0 1 0 0 1 0 0 0 0 0 0

Individual payment targets 1 1 0 0 1 1 1 0 1 0 0 1 1 1 1 0 0 0 0 0 0

Leasing, borrow ing of products 1 1 1 0 1 1 0 1 1 0 0 0 1 1 1 1 0 0 0 0 0

Extended w arranty 1 1 1 0 0 0 1 1 0 0 0 1 0 0 1 1 0 0 0 0 0

Retailer's B2B program covers criterion Retailer's B2B program does not cover criterion 1) MC ≙ Multi-channel retailers, ON ≙ Online retailers, IR ≙ International retailers
Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 3
Our consumer electronics B2B benchmark study was conducted in
four steps
Consumer electronics B2B benchmarking procedure

Step 1 Selection of
relevant retailers 2 Determination
criteria
of
3 Capturing of B2B
business models 4 Recommendations
for retailers

Process > Selection of consumer > Selection of relevant > Desk research on B2B > Formulation of initial
electronics retailers based characteristics of B2B presence per retailer, recommendations for B2B
on revenue and B2B activity business models some of which we best practices
> Focus on German-speaking > Test of application and contacted as a potential > Conclusion on key
Europe's multi-channel clustering in high-level customer success factors of B2B
retailers, plus pure online categories > Detailing of selected retail approaches
and international retailers highlights per retailer

Result Set of screened retailers

Criteria list for Systematically captured Success factors & fields
benchmarking B2B business models of action for retailers

Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 4

 1 Selection of relevant retailers

21 consumer electronics retailers with a B2B program were the focus

of our benchmarking – thereof 17 from the DACH region
Consumer electronics retailers considered in B2B benchmarking
Highest selling consumer electronics retailers in German-speaking Europe [EUR bn]1)
Germany Austria Switzerland
Retailer 1 12.8 Retailer 14 1.1 Retailer 22 0.9

Retailer 2 10.3 (2x) Retailer 15 0.4 Retailer 23 0.8

Retailer 3 4.6 Retailer 16 0.3 Retailer 24 0.7

Retailer 4 3.5 Retailer 17 0.2 Retailer 25 0.3
Retailer 5 3.4 Retailer 18 0.1 Retailer 26 0.3
Retailer 6 0.9 Retailer 19 <0.1 Retailer 27 0.2
Retailer 7 0.7 Retailer 20 <0.1 Retailer 28 <0.1
Retailer 8 0.4 Retailer 21 <0.1 Retailer 29 <0.1
Retailer 9 0.2 Selected international consumer electronics retailers [EUR bn]
Retailer 10 0.1
Retailer 30 54.2
Retailer 11 0.1
Retailer 31 43.6
Retailer 12 0.1 Retailer 32 35.9
Retailer 13 <0.1 Retailer 33 14.2
Actively communicated B2B program 1) Revenue excl. VAT
Source: Euromonitor, Statista, EHI Retail Institute, press, Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 5
 2 Determination of criteria

The responses to 34 criteria are translated into a maximum score of

40 points to indicate how comprehensive the B2B programs are
Overview of criteria & scoring procedure, outline
Categories Criteria Characteristics Scoring logic Max. points score
> Companies > Yes/No > 1/0
Target groups > Authorities, public institutions > Yes/No > 1/0
>
>
Schools, universities
Clubs
> Yes/No
> Yes/No
> 1/0
> 1/0
5
> Other > Selectable/No > 1/0

> Delivery > Free/Fee-based > 1/0

Services > Delivery - Speed > Faster than B2C/Same as B2C > 1/0
>
>
Installation, setup, commissioning
Repair
> Free/Fee-based/No
> Free/Fee-based/No
> 2/1/0
> 2/1/0 9
> Repair - Execution > Internally/External provider > 1/0
> Return > Free/Fee-based/No > 2/1/0

> Service > Yes/No > 1/0

Sales channels > Key Account Management > Yes/No > 1/0
> Offline business > Yes/No > 1/0
>
>
Events for business customers
B2B portal in online shop
> Yes/No
> Yes (separate of B2C)/Yes (integrated in B2C)
> 1/0
> 2/1/0
9
> Easy registration process > Yes/No > 1/0
> Multi-channel / channel networking > Very strong/Strong/Medium/Low/No > 2/1.5/1/0.5/0

> Telephone, Fax > Yes/No > 1/0

Purchasing & advice > In store > Yes/No > 1/0
> Online > Yes/No > 1/0
>
>
App
Catalog order, print
> Yes/No
> Yes/No
> 1/0
> 1/0 9
> Contact person > Yes (free)/Yes (fee-based)/No > 2/1/0
> Business customer hotline > Yes/No > 1/0
> Chat for business customers > Yes/No > 1/0

> Discounts, bonuses > Yes/No > 1/0

Prices & conditions > Specific B2B offers > Yes/No > 1/0
> Customer card > Yes/No > 1/0
>
>
Purchase on invoice
Individual credit
> Yes/No
> Yes/No
> 1/0
> 1/0 8
> Individual payment targets > Yes/No > 1/0
> Leasing, borrowing of products > Yes/No > 1/0
> Extended warranty > Yes/No > 1/0

∑ 40
Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 6
 3 Capturing of B2B business models

'Retailer 1' boasts the most comprehensive B2B program in the

benchmark study – Marketplaces do not perform well
B2B benchmarking results
Results per category
Target groups Sales channels Purchasing & Prices &
Retailer Total result (5) Services (9) (9) advice (9) conditions (8)
Retailer 1 31.5 4.0 5.0 6.5 8.0 8.0
Retailer 2 28.5 3.0 6.0 5.5 7.0 7.0
Retailer 3 27.5 2.0 6.0 7.5 8.0 4.0
Retailer 4 27.5 3.0 6.0 6.5 7.0 5.0
Retailer 5 26.0 5.0 5.0 7.0 6.0 3.0
Retailer 6 25.5 3.0 5.0 6.5 6.0 5.0
Retailer 7 25.0 3.0 7.0 4.0 6.0 5.0
Retailer 8 24.0 3.0 5.0 6.0 6.0 4.0
Retailer 9 23.5 1.0 6.0 3.5 7.0 6.0
Retailer 10 23.5 5.0 5.0 5.5 6.0 2.0
Retailer 11 23.0 4.0 5.0 4.0 6.0 4.0
Retailer 12 22.0 3.0 6.0 4.0 5.0 4.0
Retailer 13 22.0 3.0 5.0 3.0 5.0 6.0
Retailer 14 21.0 5.0 5.0 2.0 5.0 4.0
Retailer 15 20.0 1.0 5.0 3.0 6.0 5.0
Retailer 16 19.0 3.0 6.0 3.0 3.0 4.0
Retailer 17 18.5 3.0 5.0 2.5 7.0 1.0
Retailer 18 18.0 4.0 5.0 3.0 5.0 1.0
Retailer 19 17.0 2.0 6.0 3.0 4.0 2.0
Retailer 20 14.0 5.0 2.0 2.0 4.0 1.0
Retailer 21 13.0 1.0 5.0 3.0 3.0 1.0
(x) shows max. points score per category
Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 7
 3 Capturing of B2B business models

We captured the B2B programs of 21 retailers along the dimensions

of our benchmarking catalog comprising 34 criteria
Detail results benchmarking (1/3)
1 2 3 4 5 6 7
> Companies > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Authorities, public institutions > Yes > Yes > No > Yes > Yes > Yes
groups

> Yes
Target

> Schools, universities > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Clubs > No > No > No > No > Yes > No > No
> Other > Selectable > No > No > No > Selectable > No > No
> Delivery > Fee-based > Free > Free > Free > Free > Free > Free
> Delivery - Speed > Faster than B2C > Faster than B2C > Same as B2C > Faster than B2C > Same as B2C > Same as B2C > Same as B2C
Services

> Installation, setup, commissioning > Fee-based > Fee-based > No > Fee-based > Fee-based > Fee-based > Fee-based
> Repair > No > No > Fee-based > No > No > No > Fee-based
> Repair - Execution > No > No > Internally > No > No > No > Internally
> Return > Free > Free > Free > Free > Free > Free > Free
> Service > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Key Account Management > No > Yes > Yes > Yes > No > Yes > No
channels

> Offline business > Yes > Yes > Yes > Yes > Yes > Yes > Yes
Sales

> Events for business customers > No > No > No > No > No > No > No
> B2B portal in online shop > Yes (separate from B2C) > Yes (integrated in B2C) > Yes (separate from B2C) > Yes (separate from B2C) > Yes (separate from B2C) > Yes (separate from B2C) > Yes (integrated in B2C)
> Easy registration process > Yes > Yes > Yes > No > Yes > No > No
> Multi-channel / channel networking > Strong > Low > Strong > Low > Very strong > Strong > Medium
> Telephone, Fax > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> In store > Yes > Yes > Yes > Yes > Yes > Yes > Yes
Purchasing &

> Online > Yes > Yes > Yes > Yes > Yes > Yes > Yes
advice

> App > Yes > No > Yes > No > No > No > No
> Catalog order, print > Yes > No > No > No > No > No > No
> Contact person > Yes (free) > Yes (free) > Yes (free) > Yes (free) > Yes (free) > Yes (free) > Yes (free)
> Business customer hotline > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Chat for business customers > No > Yes > Yes > Yes > No > No > No
> Discounts, bonuses > Yes > Yes > Yes > Yes > Yes > No > No
> Specific B2B offers > Yes > Yes > No > No > No > No > Yes
conditions

> Customer card > Yes > No > No > No > Yes > Yes > Yes
Prices &

> Purchase on invoice > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Individual credit > Yes > Yes > No > Yes > No > Yes > No
> Individual payment targets > Yes > Yes > No > Yes > No > Yes > No
> Leasing, borrowing of products > Yes > Yes > Yes > Yes > No > Yes > Yes
> Extended warranty > Yes > Yes > Yes > No > No > No > Yes
Other

> Other characteristics > Free professional > Cashback of up to 6% of > Two leasing options for > Connection with ERP > Broad offering, transpa- > Flexible invoicing and > Two leasing options for
journal sales value 24 and 36 months systems possible rent discount conditions payment options 24 and 36 months

Source: Company websites, press, Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 8

 3 Capturing of B2B business models

We captured the B2B programs of 21 retailers along the dimensions

of our benchmarking catalog comprising 34 criteria
Detail results benchmarking (2/3)
8 9 10 11 11 13 14
> Companies > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Authorities, public institutions > Yes > No > Yes > Yes > Yes > Yes
groups

> Yes
Target

> Schools, universities > Yes > No > Yes > Yes > Yes > No > Yes
> Clubs > No > No > Yes > Yes > No > No > Yes
> Other > No > No > Selectable > No > No > Selectable > Selectable
> Delivery > Free > Free > Free > Free > Free > Fee-based > Free
> Delivery - Speed > Same as B2C > Faster than B2C > Same as B2C > Same as B2C > Faster than B2C > Faster than B2C > Same as B2C
Services

> Installation, setup, commissioning > Fee-based > Fee-based > Fee-based > Fee-based > Fee-based > Fee-based > Fee-based
> Repair > No > No > No > No > No > No > No
> Repair - Execution > No > No > No > No > No > No > No
> Return > Free > Free > Free > Free > Free > Free > Free

> Service > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Key Account Management > Yes > No > Yes > No > Yes > No > No
channels

> Offline business > Yes > Yes > Yes > Yes > Yes > No > No
Sales

> Events for business customers > No > No > No > No > No > No > No
> B2B portal in online shop > Yes (integrated in B2C) > No > Yes (integrated in B2C) > Yes (integrated in B2C) > No > Yes (integrated in B2C) > Yes (integrated in B2C)
> Easy registration process > Yes > No > Yes > No > No > Yes > No
> Multi-channel / channel networking > Medium > Strong > Low > Medium > Medium > No > No

> Telephone, Fax > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> In store > Yes > Yes > Yes > Yes > Yes > No > No
Purchasing &

> Online > Yes > Yes > Yes > Yes > No > Yes > Yes
advice

> App > No > Yes > No > No > No > No > No
> Catalog order, print > No > No > No > No > No > No > No
> Contact person > Yes (free) > Yes (free) > Yes (free) > Yes (free) > Yes (free) > Yes (free) > Yes (free)
> Business customer hotline > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Chat for business customers > No > No > No > No > No > No > No

> Discounts, bonuses > Yes > Yes > Yes > Yes > No > Yes > Yes
> Specific B2B offers > No > Yes > No > Yes > Yes > Yes > No
conditions

> Customer card > No > No > No > Yes > No > No > No
Prices &

> Purchase on invoice > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Individual credit > No > Yes > No > No > No > Yes > No
> Individual payment targets > Yes > Yes > No > No > Yes > Yes > Yes
> Leasing, borrowing of products > Yes > No > No > No > Yes > No > Yes
> Extended warranty > No > Yes > No > No > No > Yes > No
Other

> Other characteristics > Flexible finance options > Appointment for > Individual conditions > Fixed bonus depending > Individual payment > Extended warranty of 24 > Individual purchasing
for B2B customers registration required upon request/per order on purchasing volume dates and options months conditions negotiable

Source: Company websites, press, Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 9

 3 Capturing of B2B business models

We captured the B2B programs of 21 retailers along the dimensions

of our benchmarking catalog comprising 34 criteria
Detail results benchmarking (3/3)
15 16 17 18 19 20 21
> Companies > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Authorities, public institutions > No > Yes > Yes > Yes > No > Yes
groups

> No
Target

> Schools, universities > No > Yes > Yes > Yes > Yes > Yes > No
> Clubs > No > No > No > No > No > Yes > No
> Other > No > No > No > Selectable > No > Yes > No
> Delivery > Fee-based > Free > Free > Free > Free > Fee-based > Free
> Delivery - Speed > Same as B2C > Same as B2C > Same as B2C > Same as B2C > Faster than B2C > Same as B2C > Same as B2C
Services

> Installation, setup, commissioning > Fee-based > No > Fee-based > Fee-based > Fee-based > No > Fee-based
> Repair > Fee-based > Fee-based > No > No > No > No > No
> Repair - Execution > External provider > Internally > No > No > No > No > No
> Return > Free > Free > Free > Free > Free > Fee-based > Free

> Service > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Key Account Management > No > No > No > No > No > No > No
channels

> Offline business > Yes > Yes > Yes > No > No > No > No
Sales

> Events for business customers > No > No > No > No > No > No > No
> B2B portal in online shop > No > No > No > Yes (integrated in B2C) > Yes (integrated in B2C) > Yes (integrated in B2C) > Yes (integrated in B2C)
> Easy registration process > No > No > No > Yes > Yes > Yes > Yes
> Multi-channel / channel networking > Medium > Medium > Low > No > No > No > No

> Telephone, Fax > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> In store > Yes > Yes > Yes > No > No > No > No
Purchasing &

> Online > Yes > Yes > Yes > Yes > Yes > Yes > Yes
advice

> App > No > No > Yes > No > Yes > Yes > No
> Catalog order, print > No > No > No > No > No > No > No
> Contact person > Yes (free) > No > Yes (free) > Yes (free) > No > Yes (fee-based) > No
> Business customer hotline > Yes > No > Yes > Yes > Yes > No > Yes
> Chat for business customers > No > No > No > No > No > No > No

> Discounts, bonuses > No > No > No > No > No > No > No
> Specific B2B offers > No > Yes > No > No > Yes > No > No
conditions

> Customer card > No > No > No > No > No > No > No
Prices &

> Purchase on invoice > Yes > Yes > Yes > Yes > Yes > Yes > Yes
> Individual credit > Yes > No > No > No > No > No > No
> Individual payment targets > Yes > No > No > No > No > No > No
> Leasing, borrowing of products > Yes > Yes > No > No > No > No > No
> Extended warranty > Yes > Yes > No > No > No > No > No
Other

> Other characteristics > B2B registration only via > Two leasing options for > Individual B2B offers > Display of prices excl. > Free shopping reporting > 'Request for quotation' is > B2B registration without
regular contact form 24 and 36 months upon request VAT in B2B online shop & analysis tools a standard function any obvious advantages

Source: Company websites, press, Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 10

 4 Recommendations for retailers

B2B programs in consumer electronics retail should cover six

essential success factors
Success factors for consumer electronics B2B programs
Smooth customer journey – Intuitive navigation and easy handling of the programs, accessibility
at any time via all channels (esp. online & app), smart networking with offline stores

Comprehensive service offering – Targeted for certain customer segments, individually arrangeable,
innovative product presentation, 24/7 support through different channels

Networking with partners – Additional value through integration of additional services such as
training, software, data handling (performed by separate business units or external partners)

Own B2B organization – Creation of an independent B2B sales organization, that wholly serves
customer needs and tests and applies the latest sales concepts

Dedicated marketing – Brand establishment also as an address for B2B customers, e.g. by using
social media and influencer marketing; generation of "customer pull"

Generation of a lock-in effect – Customer retention through special purchasing conditions (e.g.
discount scales) and unique services (e.g. analysis of purchases for tailored suggestions)

Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 11

 4 Recommendations for retailers

Before creating a new B2B program/redesigning an existing B2B

program, key questions need to be asked and answered
Framework for B2B programs
Goals Business case Milestones
> What are the quantitative goals and are these > When and how is the program profitable? > What steps and responsibilities are necessary to
goals accomplished? (Revenue, number of B2B > How is the program financed? float the program?
customers, contribution margins, cross-selling > What will happen within the next 24 months?
between business units, ...) > Do (smaller) B2B customers pay a fee?
> What are critical success factors and sensitivities > When is the program going to be officially or
> What are the qualitative goals and are these goals extensively promoted? Is there a kick-off event?
accomplished? (Profiling, positioning, ...) of the program?
> What are program effects (higher purchasing > What about the project organization?
> What role does the B2B program take in the overall
corporate strategy? values, higher visiting frequency, ...)? > Which milestones are critical to success?

Target groups Assortment and prices Service and value add

> Who shall be targeted or is already being targeted? > How shall the B2B assortment be different or how > What is the concrete service offering? Is there a
Who is not? (Suppliers, SMEs, startups, clubs, is it already different from the B2C assortment? service concept or a customer card?
cooperation partners, every B2B customer, …) > Do the defined target groups ask for certain > Are discounts, advantages or bonuses offered?
> Who shall be targeted within B2B organizations? products? Are those products offered? > How are points, advantages or bonuses collected?
Who are the target persons? Purchasers? CEOs? > What types of pricing conditions are offered? Per How are they redeemed?
> How is the separation between customer segments order? Per B2B customer? > Are there different (degrees of) benefits for
working? Are there any increments? > How does the pricing compare to the B2B different target groups?
competition?

Execution Market cultivation Sales

> How are the business units involved in the B2B > How is the program communicated? > How is the program's offering sold?
program? How do they engage? > What content for which target groups? > Is there a key account manager who centrally
> Which external providers are necessary? > Through which channels? Is there a B2B portal? distributes the offering/benefits?
> Are cooperation partners involved? > Are events or entertainment available? > Are there any concrete sales or acquisition targets
> What synergies and interfaces exist? for the program? How are they incentivized?
> Who is in charge of communication?
> What are the implications for infrastructure and > Are target groups looked after differently?
> How much budget is necessary?
resources? IT? CRM?

Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 12

 4 Recommendations for retailers

In an initial discussion we would demonstrate specific approaches for

the implementation/improvement of a B2B program
Next steps and contact

Existing B2B program Non-existing B2B program Best practice cases

> Joint assessment of strengths and > Analysis of existing B2B programs of (direct)
weaknesses of the existing B2B program competitors
> Comparison with competitor B2B programs > Evaluation of best practice cases
> Evaluation of best practice cases > Discussion of vision and expectations for a
> Discussion of vision and expectations for your new B2B program
own B2B program > Definition of extra effects of B2B approach as
> Identification of potential quick wins as well as well as requirements for channel networking
further potential > Determination of specific next steps

Your contact at Roland Berger

Tobias Goebbel > 12 years of consulting experience in the areas of marketing, sales and digital
Partner > Former Managing Partner at BBDO Consulting, part of global agency network BBDO Worldwide
Tobias.Goebbel@rolandberger.com
> Project experience through B2B program development for a leading international retailer
+49 160 744 8113

Source: Roland Berger Roland_Berger_B2B Benchmarking_CE_e_Final.pptx 13