The pre-internet life of small retail brands was quite challenging. For them, imagining a profitable business was out of the question until they were on the forefront shelves of big general stores. But, thanks to digitalization, today’s business world has evolved drastically, empowering these small retail brands to be able to take charge of their business, top to bottom. Given this, the D2C industry comes in-picture where brands produce, package, ship, and sell their products directly to the customers.
Direct-to-Consumer (D2C) is the new age e-commerce industry that enables manufacturers to have end-to-end control of producing, marketing, and distributing their products directly to their customers via digital channels. The D2C model is rising at a steady pace because it removes the hassle of dealing with middlemen, ensuring manufacturers exercise full freedom over their brands.
Before we head on to the matters of marketing, let us look at some current trends in the D2C industry.
Eyeing the Facilitating Data for D2C Brands
- 61 percent of consumers are willing to share personal data with brands that offer a better shopping experience.
- 54 percent of consumers hope to receive a customized discount within 24 hrs of the first interaction with the brand.
- 51 percent of consumers consider it important to get personalized offers through the brand’s digital channels.
- 26 percent of customers accept that enhanced security on the payment gateway strengthens their trust in the D2C brand.
- For 22 percent of consumers, having the facility of same-day or quick delivery turns into a significant purchase factor.
Beneficial Factors of D2C - Industry Perspective
Maximization of Profits - D2C means no splitting of bills among wholesalers and middlemen as brands have the full freedom to produce and sell their products directly to the customers.
Higher Control over Margins - As D2C brands don’t sustain a network of resellers, they have more control over their margins and how to spend them via digital marketing methods.
Best Performance Marketing Strategies to Leverage for D2C
Marketers can Access Data-Centric Information - Selling via a third party restricts the retailers to have any information about the consumer and their behaviors. Contrary to that, D2C brand marketers get direct access to the right consumer data which helps them to make definite strategies for upscaling the profit margins.
A Higher Degree of Personalization - D2C model enables marketers to communicate directly to the customers, assuring transparency. It allows the marketers to include more customized communication as per the consumer affinity. Hence, improving brand loyalty along with it.
Data-based Product Testing - With a customizable range and easy retrieval of the right information, the direct-to-purchaser model permits retailers to test new items that improve the marketing processes efficiently.
Designing a Brand Identity - Having the access to a ton of channels that retailers use to market their products, it is all the more important for them to create a consistent brand identity to align their messages across all the channels. A brand identity helps the consumer know exactly what the brand stands for.
Data-Driven Marketing - D2C brand marketers have access to customer data owing to the advanced technology, which serves as a guide for future marketing strategies. Plus, it also helps in creating and implementing new marketing solutions that would influence the target audience.
Strong Social Media Presence - Utilizing social media to its full extent can act as a one-stop destination for brand engagement, gathering customer insights, and communicating with the users.
Influencer Marketing and Collaborations - Strategic partnerships with celebrities, influencers, and public figures with a high number of social media followers can make the brand noticeable to a greater audience at once.
Viral Worthy Content - One can take full advantage of the internet dynamics and create event-related, viral-worthy content to garner the maximum number of eyes on the brand. The only drawback being the unpredictability of a particular content going viral.
Personalizing User Experience - Creating an online shoppers base demands a consistent, personalized experience when they purchase from the brand. For example, quizzes on the shopping website that deliver best-suited results to the consumer needs can be one of such ways to create a more personalized journey.
Rooting via Email - Email still holds its ground in the era of growing social media. Sending out newsletters, discount codes, festive coupons, and personalized messages can entice customers to make purchases.