A direct-to-consumer (D2C) business manufactures products and distributes them via its own channels. Since such companies sell and distribute their own products, they do not need intermediaries. Millennials prefer authentic brand experiences and streamlined purchases. As such, D2C brands are extremely popular among them. A B2C must depend on a retailer to step in between a manufacturer and consumers. Millennials favor D2C brands because they customize their messaging and products so they are aligned with customer preferences. Given below are some factors that affect the success of D2C companies.
Identifying target consumers
A D2C business builds relationships by directly engaging with their customers. These companies need to identify their target customers. While other brands can show their products on store shelves, the products of D2C brands do not enjoy this benefit. If a customer does not find a product interesting, they might not visit the online store of a D2C brand. A business-driving strategy to adopt in this case would be to use demographic information to build customer profiles. The demographic information may include usernames, professions, behaviors, and lifestyles.
Have a competitive edge
A D2C brand is better positioned to set itself apart from other brands. In spite of that, they have to appear better than trusted brands, and must offer certain things to customers those other brands do not. Personalization and uniqueness make such brands appeal to customers. For instance, Away, a luggage brand, posts a variety of travel-related content on social media. It also posts fun trends. The company has managed to create an interesting experience around something as mundane as luggage.
Offer valuable service
Customers need reasons to buy from D2C brands. Not only should the products appear interesting, but the service offered to customers should also go above and beyond what one expects. For instance, companies can allow customers to participate in aspects of product design and can be given additional information about products upon request. Customers who have previously experienced problems with customer service will automatically be drawn to a brand where customer service is of superior quality.
Enable a shift in mindset
A D2C business must focus on giving the best possible experience to customers. Every step of the buying journey should be made smooth. Products should meet the expectations of customers. When a customer is visiting a website, personalized experience should be ensured. If people feel that some products are relevant to their needs, personalized recommendations should accompany such products.
A D2C business should add ecommerce to its website. For this, tools and resources are needed to process payments, effectively analyze customer data, enable live chat, and manage customer relationships. Resources are also needed to handle shipping and to send transactional emails. A business may also need additional facilities such as warehouses and more staff, depending on the scale of operations.
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