Additional sales in B2B : implementing retail analysis methods for Business to Business operations

Abstract

By responding to the challenge of serving business customers in retail a company can significantly increase its turnover and sales. Sales to business customers are partly different from ordinary consumer sales, but the basic elements in sales are similar.

The main aim of the present Master’s thesis is to investigate additional sales to business customers in categories important to Company X. The secondary goal is to figure out how much sales growth can be achieved with additional sales. The thesis investigates the additional sales of the most important product pairs based on the sales data and compares them with the equivalent product pairs on the consumer side, as well as unrealized sales potential per product pair.

As a result of the study, it became clear that the differences in the product pairs examined for the purchases of consumer and business customers were large in some cases, with business customers buying additional sales products more often. The monetary value of the sales potential could not be determined.

As the conclusion it can be stated that additional sales are more likely to be realized for business customers than for consumers. The managerial implication of the study is to continue and develop the training offered to the employees and to study more broadly Company X’s potential product pairs.