B2Me revolution: the new approach to be adopted by brands to win over consumers

The level of personalization of brands is a decisive factor for 82% of consumers.

In a context where each customer’s own preferences must be taken into consideration, the B2Me model was born, an approach that involves personalizing products and experiences at all costs.

In this new strategy, technology and data are essential, which is why brands need unified commerce solutions, such as those offered by orisha commerce, to keep all touchpoints organized and coordinated.

B2Me revolution

The evolution of artificial intelligence, and its ability to harness and analyze massive amounts of data, has given retailers the ability to personalize each user’s experience down to the smallest detail. So much so that, according to a Medallia study, personalization is already a decisive factor for 82% of consumers when choosing a brand.

In a world where it’s key to take into account the individual preferences of each customer to make a difference, B2Me is born, a new business model that involves personalizing products and services to the extreme. This trend can be found within many ready-to-wear brands, already able to make recommendations tailored to our style or local climate, or within platforms such as Netflix, which recommends content based on our history.

The retail sector needs to avoid mass messaging, offer relevant recommendations and increase loyalty, in an increasingly saturated market. New strategies are emerging that retailers will need to adopt in the medium term if they are to remain competitive.

4 B2Me strategies that stand out from the crowd

SaaS technology

For retailers, SaaS technology is a major asset: thanks to its cloud -based hosting and combination with AI, it enables data-driven personalization. By analyzing user behavior, location and preferences, we can offer the best product, at the right time, with the best offer. Moreover, this approach can be applied in both online and offline scenarios, since all customer data is unified.

Smart recommendations

Recommendations that anticipate customer needs are a way of generating the feeling of being understood and listened to. Intelligent AI-based search engines have become the perfect allies: thanks to algorithms and based on purchase and search history, they are able to make highly precise recommendations, even when the phrase entered by the consumer is unclear.

Personalized products.

Nowadays, when experience is crucial, creating an emotional bond with the consumer is essential. This feeling can be created by products if brands allow each customer to personalize the article to suit their preferences, by choosing patterns and materials. Such is the case with Levi’s, whose Tailor Shop allows customers to personalize their jackets and jeans by adding patches, cuts, embroidery or details to suit their tastes.

Personal and omnichannel communication

When it comes to “hyperpersonalization”, interaction with the customer also matters. As a result, messages received from the brand must be unique and delivered via the channel they use most often, at the right time. After all, it’s not the same to receive a standard message with an offer on any given day as it is to receive an exclusive promotion on the eve of one’s birthday. Moreover, omnichannel marketing makes it possible to know which channel the customer is interacting via, and to send them a message adapted to the phase of the customer journey they are in.

To successfully implement all these strategies, retailers must continue to rely on technological innovation, which enables them to adapt easily and rapidly to new scenarios.

In the case of trends based on a B2Me approach, unified commerce solutions such as those offered by Orisha Commerce are decisive, enabling all points of contact to be unified and coordinated, whether online or offline.