As the pandemic pushes consumers to shop from the comfort of their homes, brands are trying to leverage on the opportunity by adopting the direct-to-consumer (D2C) model way of doing business.
Ever since the pandemic struck last year, consumers have become cautious about stepping out, choosing to buy even the most indispensable of products from the safety of their homes. This has accelerated consumption of online products. For brands that already had an online presence, this was an opportunity for a wider customer base and magnitude in sales. And for upcoming brands exploring the digital space for the first time - it is as if they have hit the gold pot in terms of timelines for delivery of the products.
The change in consumer behaviour has not only led to larger propulsion for online delivery but has made the direct-to-consumer (D2C) platform a better option for brands. Direct to consumer brands distribute their products primarily via their own channels. These channels may be their own e-commerce website or platform, social media or a retail store. Physical stores by brands are primarily designed to boost brand awareness and customer engagement that encourages more online sales. Direct to consumer speaks for lower costs, faster turnaround times and better quality products with higher attention to manufacturing.
In the current conditions of lockdowns and 'unlockdowns', footfalls in brick and mortar stores have remained low and consumers have resorted to online shopping with options galore. Therefore, it is essential for businesses to have a customer-oriented approach to ensure brand loyalty and better customer retention and satisfaction. Customer interaction that is connected with advanced shipping and delivery is the way forward.
The D2C model also helps to earn larger margins on placed orders as compared to selling via middlemen and market areas as businesses have complete control from start to finish. It provides businesses a chance to interact with their target audience. They have the flexibility to run without a fixed parameter. They also have the ability to leverage personalised recommendations and the opportunity to tap into multiple integrated sales channels.
A better jurisdiction over the identity of the company and its product is one of the main advantages for direct to consumer platforms in e-commerce business. With direct to consumer, a company is in full control of its marketing strategy and can innovate on personalised strategies to acquire new customer base.
Data is indeed driving all decisions from product creation to marketing budget and targeting to delivery automation and this is only set to grow.