When thinking about the economic factors in consumer relationships, a priority is placed on needs-based spending rather than wants. This can be considered by the example of against groceries as supermarkets compete for weekly spending. Promotions, special offers, and advertising all serve to push your attention to specific brands, as each of these businesses battle to earn your dollar.
For B2B, the challenge is similar, and regularly factored into the creation and program design of a rewards or incentive program. This inclusion becomes even more important when market conditions change to become more uncertain, or when your competitors increase their activity in the market.
An economic downturn doesn’t necessarily lead to a huge decrease in B2B spending, as these purchases are considered and likely play a part in business operations. That’s not to say that business is booming – the frequency or volume of said purchases may reduce, but they won’t cease making them.
So, if these purchases are likely to continue, what can you do to retain customers and entice repeat purchases without lowering your costs to beat competitors?
Transfer this concept to the strategy of your B2B programs. The aim is to not just reward a transaction, but recognise customer loyalty and shift the value beyond a single purchase to one of the benefits for both individual and business. Increasing a customer’s share of wallet is much more reliable and profitable than trying to acquire new customers.
Designing a program with share of wallet as a key pain point to solve addresses your pricing problem. These programs operate as a way of providing additional value to your customer base, creating a trade between their continued loyalty and future benefits provided on top of what your products or services are already providing them.
Showing your customers what they can earn by simply continuing to do business with your brand, provides them an incentive to focus on or favour your brand over competitors.
With B2B reward or incentive programs, the aim is to recognise customer loyalty and move the value beyond a one-off purchase in exchange for a secured long-term commitment. This encourages customers to stay with your brand and is much more profitable than attempting to acquire new customers.