This is logical, because the place you occupy as a retailer within the total distribution chain has undoubtedly become more important online than ever before. One of the major challenges is that the transition from a less flexible model to a network orchestration model is often hugely capital intensive at first. Another important challenge for retailers who are themselves active within these platforms is to offer the distinction within their proposition.

That is of great importance. After all, many of these platforms are focused on standardized products, so that price quickly becomes important. As a result, a continuous competition can break out precisely in that area, while dependence on the platform has already developed in some cases. 14. Continuous optimization of business models with data Many large, international giants work on an almost scientific way every day to optimize job function email list their business model. Not only do they have the most data at their disposal, but they also know how to translate this data into improvements within their business model through a constant stream of new experiments. That is one of the reasons why the largest parties are getting bigger and bigger and small or medium-sized parties are already struggling to achieve similar growth percentages.

Due to the wide availability of tools such as VWO , Optimize and Google Optimize , many small and medium-sized parties have already carried out A/B tests. An increasing number of parties are already using these tests to work on the optimization of the business model in a data-driven manner. Yet the number of companies that have actually embraced this remains very small. Business model testing cycle. Image source: BMI lab A shame, because in 2022 simply performing A/B tests to improve the conversion rate will no longer be enough. There are more variables that can have a major impact on the income statement. Testing prices is a good example of this.