The two ways
of operating as an online B2C are 1) Click and Mortar Business 2) Pure-Play Business
Click-and-Mortar
Business is a firm that operates on the web and also has a physical store. Most
retail stores such as River Island, Tesco and Woodies DIY stores are Click-and-Mortar
Businesses.
The main
advantage of this type of B2C business is that customers have the option of
face-to-face service. Customers will have a higher trust in using their website
as they know they have to option of handling return of items off the computer
and with an employee in-store.
Pure-Play
Business is a business that only operates on the internet. They do not have any
physical stores. Examples of Pure-Play
Business are Amazon.com and Netflix.com. The greatest benefit of this type of
B2C business is cost saving. Pure-Play businesses do not have the extra cost of
renting and running a physical shop, therefore that can generate greater
revenue.
Since
businesses are dealing with their customers directly it is important for
Business-to-Customer business to install and highly innovative CRM (Customer
Relationship Management) system.
CRM systems
can gather on-time information about customers. The system can track what a
customer searches for the most on their web-site, to keep the customer
interested the business can offer that customer a deal on that item or on
products that complement the item. This can help generate more sales for the
customer.