Learn how a two-person pricing team at a building products distributor used price optimization and management software and competitive data to drive market-aligned prices while avoiding conflict between its B2B and B2C online channels in this MindShare Europe 2022 customer session preview.
MindShare Europe Preview:
How a Two-Person Pricing Team Leverages Competitive Data and Pricing Software to Optimize B2B2C Omnichannel Pricing
Updating, aligning, and delivering prices across all B2B channels can be a challenge in and of itself, but that challenge can get even more complex when B2C channels are added into the mix.
For one building products distributor, that was just the case. It found that balancing pricing across its B2B and B2C channels was a major challenge as goals and pricing approaches between the two were often in conflict.
While the distributor’s B2B channel had fewer competitors and a limited customer base, pricing was complex due to a large product portfolio and a lack of transparency in customer negotiations. Pricing for the company’s multiple B2C web shops seemed relatively simple in comparison because eCommerce prices offered full transparency and applied to fewer products. However, the B2C landscape was more difficult to navigate because of added competition and a nearly unlimited customer base.
The distributor needed to strike a delicate balance for omnichannel pricing across its B2B and B2C markets. The problem was that B2B sales reps wanted fair and communicable prices, while B2C sales reps wanted competitive pricing. Ultimately, the company needed to win B2C business with competitive and market-aligned prices across its eCommerce web shops without undercutting prices in its B2B channel, which was its largest revenue driver.
Eventually, the distributor’s two-person pricing team partnered with Zilliant to help tackle their B2B2C pricing challenges. The company found that Zilliant understood its business model, offered excellent support that enabled more agility, and was proactive in presenting creative solutions to its complex business problems. In the initial phases of its Zilliant engagement, the distributor implemented Zilliant Price IQ® to optimize and derive market-aligned prices, calculate price elasticity, and create strategic pricing rules. Later, the company also used Zilliant Price Manager™ to help make competitive price moves based on predefined strategies and improve overall decision-making.
Today, the distributor has seamless omnichannel pricing that enables it to quickly respond to competitor pricing, intelligently adjust pricing between B2B and B2C channels, and rationally implement advanced pricing strategies.
If using Zilliant’s pricing solutions to optimize B2B2C omnichannel pricing sounds like it could add value to your organization, please consider joining us at MindShare Europe 2022 on 15 November in Barcelona. You’ll have the opportunity to hear the full story of how this building products distributor leveraged Zilliant solutions to drive market-aligned prices while avoiding conflict between its B2B and B2C channels, as well as hear many additional case studies on how B2B companies have worked with Zilliant to Power Intelligent Commerce.