B2CKontext

B2CKontext is a concept in marketing and user experience design that refers to the situational context of a business-to-consumer interaction. It emphasizes that consumer decisions and responses are strongly influenced by the surrounding conditions, including device, channel, location, time, and intent.

The term combines B2C with Kontext (German for context) and has appeared in marketing and analytics discussions since the early 2010s. It is used to frame strategies that tailor messages and experiences to a customer's current situation rather than relying solely on static personas.

Key components of B2CKontext include channel (web, mobile app, in-store), device type, moment in the customer journey, geolocation, time of day, and recent actions. Data on these factors supports contextual targeting, adaptive content, and real-time recommendations while balancing privacy and consent.

Applications include personalized marketing, storefront design, and customer support, where context-aware approaches aim to increase relevance and reduce friction. Critics note challenges in data quality, privacy, and the risk of overpersonalization. As a framework, B2CKontext lacks a single universal definition, and interpretations vary across organizations.