In today’s market, knowing how to recognize the different types of sales and exchanges possible is essential for navigating the various types of sales without making mistakes.
In this article, we will discuss B2B, samples, corporate gifts, B2C, D2C, gifts, and C2C sales types.
Business-to-Business (B2B)
Business-to-Business (B2B) sales are a commercial transaction that occurs between two or more companies. B2B buyers include wholesalers, national and international distributors, HoReCa chains (Hotel, Restaurant, Café/Catering), and large supermarket chains (LRO – Large Retail Organization).
This type is characterized by a long and complex decision-making process because the buyer (for example, a buyer for a distribution chain) evaluates not only the intrinsic quality of the product (e.g., the vintage of the wine, the taste) but also logistics, production capacity, minimum order volumes, and the potential margin for their own business.
The relationships are generally based on continuity, trust, and the negotiation of long-term contracts to ensure stable supplies of large volumes. Prices are often customized, and the emphasis is placed on providing solutions that improve efficiency, reduce costs, or increase the client company’s revenue.
Campionatura
Sampling consists of the free supply of a small quantity or demonstration version of a product (the sample), with the primary goal of allowing the potential customer to test the quality and features before a significant purchase. It is a powerful marketing and sales tool, particularly effective for new products or in the B2B channel (where testing is fundamental), and it differs from a gift due to its purely demonstrative and probative purpose.
Its fundamental characteristic is that it is perceived as a non-monetized bonus, thereby increasing brand perception and customer gratitude toward the producer or retailer. In wine, the sample is often a regular or reduced-size bottle, shipped so that the buyer can test and evaluate the quality, vintage, and consistency of the batch before committing to a large volume order. It is the foundation upon which B2B purchasing decisions are based.
Sampling is particularly effective when launching a new product (e.g., an unreleased blend, a seasonal craft beer) or to gain approval for inclusion in a wine list or distribution list. It differs from a gift because it is not a reward for a purchase already made, but a targeted marketing investment aimed at unlocking a significant future transaction. The effectiveness of sampling is measured by the subsequent conversion into an order.
Corporate Gifts
A corporate gift is not a type of sale in the strict sense of a transaction involving the exchange of money, but a free delivery of a good (often a secondary product or a gadget) to the customer, usually in combination with the purchase of a main product, as a form of purchase incentive or loyalty building. The corporate gift consists of the free delivery of a secondary good to the customer who has made a purchase or a significant order (B2B).
In B2B, the corporate gift can be an extra case of low-cost product offered to the distributor for meeting a target.
Its characteristic is that it is perceived as added value and has the purpose of improving the purchasing experience, increasing brand perception, or moving inventory.
Business-to-Consumer (B2C)
The Business-to-Consumer (B2C) model represents the most common form of sale, where a company sells its products or services directly to the final consumer. This form of sale takes place through specialized points of sale, the HoReCa channel (where the consumer purchases a single consumption), or e-commerce platforms. B2C purchasing decisions are typically quicker, more impulsive, and emotionally driven by label recognition, the history of the brand, or the advice of the sommelier/salesperson.
The average transaction value (the cost of the single bottle or drink) is low when compared to B2B orders, but the overall volume of sales is massive, and the average margin per product is higher for the company.
B2C marketing focuses intensely on the aesthetic appeal of the product (bottle and label design), on storytelling related to the territory or tradition (branding) and on the customer experience (tastings, table service, reviews). The goal is to stimulate immediate purchase, strategically using social media, influencers, and advertising to reach a wide audience and build brand loyalty.
Direct-to-Consumer (D2C)
Direct-to-Consumer (D2C) selling is an enhanced form of B2C selling, a crucial sales model for the wine and beverage sector, in which the producer (the winery, the craft brewery, or the distiller) sells its bottles or products directly to the final consumer, bypassing the traditional distribution chain (wholesalers and retailers).
This strategy is implemented through the company store, wine tourism (on-site sales after a tasting), and, increasingly often, its own e-commerce platform. D2C offers the brand complete control over the customer experience, ensuring that the narration of the product’s history and quality is not filtered by intermediaries.
While the nature of the final transaction is B2C, its distinguishing characteristic is the elimination of intermediary costs, which translates into potentially higher profit margins for the producer. Even more importantly, D2C allows for the direct collection of valuable data on customer preferences, purchasing habits, and geographical areas of interest, enabling the producer to optimize their production, personalize offers, and build a stronger, more lasting loyalty relationship with the enthusiast.
Gifts
Corporate gifting consists of the targeted sending of items or products to partners, high-value clients, or employees for the purposes of public relations, recognition, thanking, or celebrating events. Similar to a promotional gift, it differs by being more personalized, of higher value, and not directly tied to a specific purchase transaction. Its goal is to strengthen relationships, improve loyalty, and enhance the company’s long-term image. The sending is targeted at key partners, influential buyers, long-standing B2B clients, or deserving employees.
Its purpose is not immediate sales, but investment in public relations and goodwill. Corporate gifting is a gesture of recognition and appreciation to strengthen lasting relationships, celebrate company milestones (such as holidays or the closing of an important contract), or simply keep the brand in the minds of decision-makers.
The gifts are characterized by being highly personalized and of superior value compared to a simple promotional gift, often including prestigious labels or exclusive services. The primary goal is to improve long-term loyalty and corporate image, ensuring that the brand is perceived as a partner of quality and reliability.
Consumer-to-Consumer (C2C)
Consumer-to-Consumer (C2C) sales are a transaction between two private consumers, often facilitated by online platforms (such as marketplaces or classified ads). In this case, the company is not the seller, but the mediator that provides the platform, security, and necessary tools for the exchange.
C2C transactions are often linked to used goods, collecting, or occasional services, and are characterized by a high variability in price and quality, with trust and reviews playing a crucial role in the purchasing decision. In the context of wine and beverages, it primarily manifests in the secondary market for bottles. This type of transaction occurs between two private enthusiasts or collectors who exchange or resell particular, rare, collector’s labels, or bottles they have purchased in excess.
