The R2B initiative was formed by Context and it’s backed by execs from Lenovo, AMD, Lexmark, Tech Data and other companies. The ultimate goal is to make retailers more competitive and capable of taking on B2B resellers.
“Let’s stop the decline – or stores will end up being showrooms,” Global MD for Retail at Context Adam Simon told PCR. “Don’t just focus on consumers and tablets – blur the consumer and SMB. Support the small business people and their entourage.”
The consumerisation of IT and trends like BYOD is already blurring the line between SMBs and average people. Context argues British retailers could learn a thing or two from telecoms who have dedicated in-store corners in their shops for business users. Germany is also setting an interesting example, as its retailers are already selling heaps of laptops to businesses.