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Selling in the R2B blur

by Stuart Wilson, Friday 20 February 2015

Technology sales tracking experts CONTEXT will deliver an update session on Retail-to-Business (R2B) trends in Europe at next week’s DISTREE EMEA channel event in Monaco. The R2B sector consists of retailers selling ICT products, hardware and services to SOHO, micro and small businesses. CONTEXT refers to this market as selling in the blur between consumer and small business.

Adam Simon, global managing director, retail business development at CONTEXT, said: “[R2B] is a profitable market, which is becoming a focus for retailers looking for ways to grow. There are barriers to entry. For example, the availability of experienced sales people in-store or in a call centre, the constraints of existing channel structures and the need to deliver high-quality service support.”

The R2B session at DISTREE EMEA takes place on Wednesday 25th February at 09:20 and is open to all delegates that wish to register. DISTREE EMEA, which takes place in Monaco, gathers together 1000 senior executives from vendors, distributors, retailers and e-tailers active in the region’s volume technology and consumer electronics channels.

The R2B update session will also include a presentation from Radosław Olejniczak, director of purchasing and trade department at Polish retailer Komputronik. Radosław joined Komputronik in 2007 and has been director of purchasing since May 2011.

In Poland there are 1.9 million people registered as self-employed and Komputronik serves many of their small businesses through pure retail, distribution and business-to-business technology services. The definition of this market is blurred as business products, such as laptops, may be purchased by consumer as well as by traditional business buyers.

CONTEXT will share the latest news from the R2B channel during the session and also outline new areas of research the company is undertaking to help support retailers as they explore the R2B opportunity. Headquartered in London with over 200 staff across the world, CONTEXT specialises in tracking technology sales and pricing across EMEA.

Media Partnership

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2015, including DISTREE EMEA. Readers requiring more information about DISTREE events in 2015 should contact

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