With B2B2C, the first business (B1) accesses its customers through the second business (B2,) but interacts directly with the customer, under its own brand. Unlike a channel partnership, customers are fully aware that they are buying from B1, and, crucially, B1 retains the customers and data generated from every transaction.
Tuff Shed is an excellent example of B2B2C in action. Tuff Shed (B1) reaches its customers through Home Depot (B2.) Customers access Tuff Shed’s online product configurator on iPads located in Home Depot stores. The customer configures their shed to their specifications. Once the process is complete, the data is submitted directly to Tuff Shed’s manufacturing department, which then makes and ships the product.