No, this isn't about how to sell more Chivas Regal to a business traveler in an airport duty free shop. It's about acknowledging that the basic principles of shopper marketing – relevance, convenience, understanding what consumers really want – also apply to many B2B environments.
Take conferences for example. If you think of the attendee as the shopper and the conference organizer as the retailer, how can a host organization make the experience better for their guests?
How about taking that 300 page conference program (with its two keynote speeches, seminar schedule, speaker bios, restaurant guide, etc., etc.) and turning it into an app I can download to my tablet? Think about it: no heavy tome to lug back home, instant engagement through live updates and twitter feeds, and a huge savings in printing costs for the folks putting on the event.
The NYT had an insightful article about this exciting trend recently. Check it out.