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Root 7 shows the way on B2C

BHETA’s February 21st networking forum featured Rob Ingram from Root 7 as one of its main speakers. Not only did he provide a generous insight into the trading of his own business, but in a positive and entertaining presentation he made the case for B2C sales as another potential avenue to explore in these times of business diversification.

Once a virtual ‘no-no’ for any supplier selling into retailers, the idea of going direct to the consumer may be much more common than it was, but it is still a scary proposition for many companies, wary of a negative reaction from valued retail customers.

Rob showed BHETA members why this need not be the case, but also how conventional retailers can benefit from working with suppliers who also sell B2C. Exploding many of the myths which restrain suppliers from full exploitation of B2C potential, Rob shared his thoughts on how suppliers can exploit the digital trade economy – and simultaneously maintain and develop their good B2B relationships. Covering Amazon trading and the development of suppliers’ own ecommerce, his experience with Root 7 was inspirational, not to say revelatory for many delegates. A significant endorsement on the day came from a speaker from a leading retailer who acknowledged the potential of simultaneous B2B and B2C.

For doubters – the key considerations are:
• How positive online reviews and endorsements will also drive sales in conventional retail outlets
• How pricing discipline in online B2C can aid sales in conventional retail

BHETA members wanting to access Rob’s advice and experience reference both Amazon and B2C in general can do so via his presentation which is available from BHETA member services.

For details contact the BHETA Member Services Team on 0121 237 1130.

Source: BHETA
March 2018

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