The Impact of Behavioural Economics Trends on the Marketing Strategy of a Company in the Short and Long Term for B2B Clients

New companies are aimed to have better segmentation of their customers. The sphere of FMCG is not an exception, therefore since 2015 more effort is spent on the work with b2b-clients in Russia. In such circumstances as individualisation of selling process companies engage new mechanisms of interaction with customers. According to international practice in case of b2c-segment it is more common to use the mechanisms of behavioural economics. Thus at this paper the author is focused on exploring the possibility of usage the mechanisms of behavioural economics in case of b2b-clients in the sphere of FMCG in terms of Russian economics. In the first chapter of this work Russian and foreign literature about behavioural economics is analysed. The last paragraph of this chapter contains information about possibility of using behavioural economics in case of FMCG-sphere. The second chapter is related to the description of methods that are used to explore the stated problem. At the first stage of the research the author conducts benchmarking of b2b loyalty programs of 6 companies: Metro, Selgros, Lenta, Ryady, Auchan, Magnit. At the second stage of the research the author conducts series of interviews with representatives of companies from HoReCa segment related to the process of wholesale purchases. At the third stage of the research the number of receipts given by representatives of interviewed companies are analysed in order to find out the most relevant positions. The third chapter is aimed to summarise the outcomes from the research and to describe recommendations that can improve loyalty programs in terms of marketing strategies of retail companies. Supplements include interviews transcripts, receipts and benchmarking table.