According to Investopedia.com, “The term business-to-consumer (B2C) refers to the process of selling products and services directly between consumers who are the end-users of its products or services. Most companies that sell directly to consumers can be referred to as B2C companies.
B2C became immensely popular during the dotcom boom of the late 1990s when it was mainly used to refer to online retailers who sold products and services to consumers through the Internet”
In this ERA of Digital world, many consumers prefer to shop online vs. going through traditional mall shopping. Do you buy products online? If so, why? Is it because it is cheaper, convenient or any other reason? How do you know about special promotions?
Companies that rely heavily on B2C model need to maintain a healthy relationship with their customers. With invention of social media platforms, it has become much easier for companies to connect with their customers and gently remind them about promotions and new products. How many times have you seen pop up ads on these social media platforms? I bet you will answer, “many times!”
One company that stands out to me is Air Canada. I highly believe that they are connecting and targeting their audience well. They are regularly monitoring their social media platforms and building trust by responding in a timely fashion. They are beautifully showcasing their destinations, airplanes, food and experiences of other travelers on Facebook, Instagram and Twitter. They also use these platforms for telling their audience about special promotions to various destinations. At times, on these platforms they also showcase their employees- flight attendants and pilots and ground staff.
From a personal point of view, I have had great interactions on Social media platforms with Air Canada. I remember once I was checking into a flight and I was flying business class from Ottawa Airport. The check-in agent was not friendly nor was aware of perks of flying business class as she was replacing someone who went on break. I tweeted Air Canada while agent was checking me with my frustration and disappointment and while I made to security in less than 5 minutes, I had a reply from Air Canada. On other occasion, I have also got hold of someone faster on social media than being on hold for over 30 minutes. I think Air Canada has been maintaining their social media platforms well and many other organizations should learn them now. Have you ever had an experience with Air Canada through Social Media? If so, were you satisfied?
(Source of photos: http://www.canva.com)