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How to improve B2B customer retention in the FMCG industry?

B2B Customer Engagement Programs

In the competitive FMCG industry, B2B customer retention is critical for sustainable growth and financial stability. Companies must implement solid strategies to maintain long-lasting relationships with their customers and ensure that they do not seek alternatives to the competition. Below, we explore some of the most effective strategies for B2B customer retention in this sector, accompanied by examples of successful campaigns.

1. Personalization of the Service

Customization is key to meeting the specific needs of each client. Knowing your customers thoroughly and adapting your products and services to their individual requirements can make a big difference.

Example: A food distributor can offer its B2B customers custom packaging and labeling options that fit their own brands. Nestlé, for example, has implemented customized sourcing and distribution programs for large retailers, ensuring that products arrive in the precise quantities and times. This strategy has allowed Nestlé to maintain high levels of satisfaction and loyalty among its B2B customers:

2. Loyalty Programs

Loyalty programs are not exclusive to end consumers; They can also be very effective in the B2B arena. Offering incentives to returning customers can foster closer relationships and increase retention.


P&G Good Everyday is a rewards program aimed primarily at consumers, but also offers relevant benefits for business partners. Through this program, participants can accumulate points for purchases, which can be exchanged for discounts, samples and other incentives. Additionally, P&G has been recognized for its focus on innovation and dedicated technical support for its B2B customers. A specific example of their success in B2B partner incentive programs includes integrating automation and data analytics technologies to optimize the performance of their loyalty programs, improving efficiency and partner engagement.

Unilever has implemented a B2B loyalty program called MyReward , designed to foster lasting relationships with its business partners and reward their loyalty and performance. This program stands out for offering a variety of benefits and personalized rewards, adapted to the specific needs of each client.

3. Constant and Transparent Communication

Maintaining constant and transparent communication with B2B customers is crucial to building trust. This includes regular updates on products, changes in the industry and any other factors that may affect the business relationship.

Example: Coca-Cola Europacific Partners (CCEP) holds quarterly meetings with its main B2B clients to discuss market trends, analyze product performance and explore new collaboration opportunities. This practice has helped CCEP maintain a strong connection with its customers and anticipate their needs.

4. High Quality Customer Service

Efficient and proactive customer service is essential for retention. Customers should feel like they can count on the provider to resolve any issues quickly and efficiently.

Example: Unilever has implemented a 24/7 support system for its B2B customers, ensuring that any queries or issues are addressed immediately. Additionally, they have established a dedicated team to manage key accounts, providing a more personalized and attentive service. From simplecomputer problems to a customer support account for the food solutions division .

5. Continuous Innovation

Continuous innovation in products and services can keep customers interested and engaged. Companies should always be looking for ways to improve their offering and stay ahead of market trends.

Example: PepsiCo has developed new healthy and sustainable product lines in response to changing market demands. By collaborating closely with its B2B customers in the development of these products, PepsiCo not only retains its existing customers, but also attracts new customers interested in these innovations.

PepsiCo also developed the Juntos Crecemos platform to provide short- and long-term support to Hispanic small businesses, specifically restaurants, wineries and butcher shops, for five years. Help includes grants, tailored marketing advice and support, access to capital and assistance to achieve immediate and lasting improvements.

Another initiative of this company was the creation of the Pepsi Dig In program, designed to celebrate and support Black-owned restaurants with their largest festivities to date, including paying $100,000 worth of meals to foodies around the world. the United States.

6. Analysis and Use of Data

Using advanced data and analytics allows companies to better understand their customers and predict their needs. This is done through the analysis of the purchase receipt both online and through the sales team to identify the product preferences demanded by its customers in the stores.

Example: Mars, Incorporated uses data analytics tools to monitor the purchasing trends of its B2B customers and adjust its marketing and sales strategies accordingly. This practice has allowed them to anticipate their clients' needs and offer proactive solutions.



B2B customer retention in the FMCG industry requires a combination of strategies that address each customer's specific needs, foster loyalty, and maintain effective communication. Companies such as Nestlé, P&G, Coca-Cola, Unilever, PepsiCo and Mars have demonstrated that through personalization, loyalty programs, constant communication, high-quality customer service, continuous innovation and use of data, it is possible not only to retain customers. clients, but also strengthen business relationships and ensure sustainable growth.

Implementing these strategies can be the key to long-term success in the FMCG industry. At TMC Consultores, we are committed to helping our client companies develop and execute these strategies to maximize the retention of their B2B clients.

Are you ready to take your company's B2B customer retention to the next level? Contact us and find out how we can help you.


This article was created by the TMC Consultores team, experts in customer retention strategies in the mass consumption industry. For more information, visit our website or follow our social networks.

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