In the spring of 2020, when many manufacturers realized that they needed to respond to a pandemic, they adjusted their business practices. The goal at that time was to keep customers and employees safe and businesses operating. The challenge was in making the best decisions for all stakeholders, with very little information and no control over the operating environment.
In 2021, as more and more people are vaccinated, and governments are easing restrictions (for the moment as the virus still ebbs and flows), recovery has become essential to business.
Businesses that survived the pandemic are reopening, restocking, rehiring and many are implementing public safety measures to reassure their customers and employees that they have safe environments.
The “New Normal”
What consumer brands are realizing is that many customers have adjusted their needs, wants, and purchasing behavior over the past year. Many customers now prefer to purchase products online from large platforms as well as from company e-commerce sites. In addition, manufacturers of consumable products are finding that customers want more information about products, ingredients, and processes directly from the manufacturer.
Businesses are adjusting their models to meet customer needs and changing behaviors. Traditionally, manufacturers sold products to other organizations commonly referred to as the B2B model of doing business. Other organizations could be manufacturers, government, retail establishments, distributors, and many others.
B2B to B2C
During the pandemic, many companies adopted the B2C model and began selling consumable products directly to consumers. This adjustment to their business model is what saved many companies from collapse, and even increased revenues. By selling directly to consumers, some manufacturers witnessed an increase in profits, faster and more frequent purchases, more control over product, packaging, display, and information, more price control, and more frequent engagement with end customers.
As a result of the new B2C information and processes, smart companies have embraced feedback from their customers and have been quick to respond. One method of responding to customer concerns about quality ingredients and processes is through certification. If customers of consumables, like example cosmetics, see a Halal certification mark on product labels, they can rest assured that there are no unwanted animal ingredients or contaminants in the product. This extra degree of oversight goes a long way for information-hungry B2C consumers.
As more and more manufacturers adopt B2C models, it is important to engage with and get to know the end consumer. Adjusting to their need and wants, and reassuring customers with Halal certification can create a loyal and continuous customer base.