For several reasons, the direct-to-consumer (D2C) marketing approach is on the upswing and deserving of further attention.
L’Oréal, with their direct-to-consumer line Color&Co, is just one company that has tried this out, and it seems to be working: over 55% of customers prefer buying from brands directly.
The question then becomes, what is D2C marketing and why is it gaining in popularity among both brands and consumers?
Discover the ins and outs of D2C marketing, from its origins to the preparation of a firm for this strategy. Continue reading if you’re thinking about making the switch to this tactic.
Alright, let’s get this party started.
What Is Direct-to-Consumer or D2C Marketing?
D2C marketing, or “going straight to the source,” refers to the practice of selling a company’s wares online or directly to end users. Because of this, they may sell their goods and services directly to their target market.
An illustration will greatly aid in our grasp of this idea, so let’s go ahead and look at one now.
Take, for example, the businesses that make and sell soft drinks like Coca-Cola and Pepsi. Since ancient times, these businesses have relied on middlemen, like supermarkets and food stores, to distribute their wares to the general public.
The term “business to consumer” (B2C) refers to the most common type of business model, which involves the use of middlemen. In order to reach customers, businesses need to form partnerships with many other organizations, like Walmart.
There will be no need for middlemen in business-to-consumer (D2C) marketing. Most of the time, these businesses will develop a website or utilize other well-known methods to reach their target audience.
Customers can place orders for goods and services and pay for them straight from the company’s website.
Some examples of successful direct-to-consumer businesses include Glossier and Cards Against Humanity.
History of D2C
While direct-to-consumer (D2C) may appear to be a technological innovation, it is actually rather old. Avon and other companies used this method of advertising long before online buying was commonplace.
The practice of mailing book orders to customers in Venice dates back to the 15th century. Even if it took a while, businesses back then just had to reach out to clients by snail mail.
Mail order catalogs were another distribution channel utilized by Avon. These buyers might purchase with the help of a catalog, which typically took the shape of a magazine.
There were a few failed attempts at a direct-to-consumer business model following the advent of the internet.
Brands like Casper, which entered the market in 2014 and quickly found success, signaled the beginning of a renewed interest in the category.
Benefits of D2C Marketing
Many people are still suspicious of the benefits of direct-to-consumer marketing, despite Casper’s and other companies’ success with this approach.
We can’t pretend that there aren’t any dangers involved when opting for a less conventional approach. But we’re here to make a case for direct-to-consumer marketing in this piece.
Advantages of direct-to-consumer advertising include:
Provides More Control
D2C marketing allows for more autonomy in many respects because it eliminates the need to compete with other brands on store shelves.
At first, companies have more leeway in setting prices. Due to the elimination of middlemen, partnership expenses are reduced. Companies that reduce their costs and leave more money in the bank are in a better position to offer more competitive pricing.
One more way companies may exert influence is through their brand’s messaging. Companies today have greater leeway in product design and branding efforts since they are dealing with clients on a more personal level.
Because they are already exploring your website, you don’t have to fight for their attention.
Last but not least, businesses have a better handle on promotions and customer retention strategies. More options exist for motivating users to make a purchase, such as a sitewide promotion or free vouchers.
Direct Access to Customer Data
Direct access to data, and we don’t mean the personal type, is another advantage of this marketing method.
Customer behavior data is the type of information you would have more of. You’ll get a clear picture of who buys what, and when, as well as the types of things that are trending at any given time of year.
Since customers connect directly with your brand, you also gain access to other crucial data that could aid in business analytics.
The more information you have at your disposal, the more informed your business judgments will be.
Builds Customer Loyalty
The ability to communicate directly with customers is a significant advantage for organizations looking to increase client loyalty.
Obtaining first-hand information on client purchasing patterns helps companies develop buyer personas and more targeted sales strategies.
Creating one-of-a-kind, tailored encounters is another way to strengthen ties with customers. With 70% of customers opting to stick with firms known for excellent customer service, this is also a wonderful opportunity for businesses to step up their game in this area.
A satisfied customer is more likely to result from a tailored brand experience. In addition, expanding one’s clientele is doable for a business that prioritizes customer loyalty.
Potential Higher Margins
It is well-known that intermediaries always add a hefty markup to the final price. Since their prices are low compared to the market, and they promise a profit, it seems foolish to pass up such a deal.
Direct-to-consumer (D2C) marketing eliminates the need for middlemen without sacrificing the possibility of bigger profit margins.
Because of the elimination of partnership-related costs, businesses may focus entirely on core competencies. They can keep more of the money they make from selling their goods and services without having to pay these fees.
While many things can affect sales, you shouldn’t discount the importance of doing your research. Assuming the organization has a good marketing plan and quality goods or services, it will almost certainly turn a profit.
Opportunities to Explore
Brands are free to experiment and come up with new ideas because of the lack of middlemen. Since the popular things are already out of the shelf and in front of the clients, they are not constrained by the necessity to sell them.
Some people may view this as a dangerous step. But without taking some sort of chance, there is no such thing as an entrepreneurial endeavor.
Previously unaccessible items from the vault can now be examined by companies. The viability of a product can be determined through preliminary trials. And if it fails, the cost will be far smaller than with more conventional methods of assessing viability at a larger scale.
Option to Focus on Certain Products
In the business world, not every company has a catalog with hundreds of items. For instance, most new businesses focus on a single or a small number of items that they believe to be the best available.
Due to the high likelihood that such products will fail to sell in significant numbers, they typically demand extensive marketing efforts. The direct-to-consumer marketing approach makes it simple for these businesses to zero in on these products with no need to initially prioritize diversity.
As an added bonus, they are able to test and acquire data on their products with fewer costs and greater autonomy over the entire selling process.
Challenges of D2C Marketing
While direct-to-consumer (D2C) marketing has many advantages, it also has its fair share of difficulties.
Since many corporations are making the switch to a more similar structure, you will still need to think outside the box. Don’t worry, though; these difficulties are only warnings of what you should keep an eye out for in the bigger picture.
In order to better understand the difficulties of direct-to-consumer marketing and the solutions available, consider the following:
Increased Competition
There will, without a doubt, be more rivalry in the online sphere. More and more retailers will try to attract online shoppers as the number of people who choose to purchase there grows.
Corporations with Amazon’s size and reach are thought to be fortifying their position as customer favorites. If the product or service stands out clearly, this shouldn’t be a problem, but it could throw off newcomers.
However, you shouldn’t panic; enhancing your brand’s overall strength and enhancing the client experience can help you triumph over this obstacle.
One of your goals should be to stand out from the competition among consumers of your target market. In addition, they must be content with your service for them to return.
The more you strive to stand out, the higher your position in the D2C rankings will be.
Product Differentiation
As was previously noted, it’s easy to feel lost in a sea of identical offerings. Customers today have the luxury of leisure, thanks to the internet, to carefully consider which things are worth their money.
It’s not simply about the quality of your offering, so just so we’re clear. It’s not just about price, though; there are a lot of additional factors that could make customers choose your shop over the others.
The issue, though, is that companies catering to the same demographic tend to use the same messages and strategies.
Adding in options for customization and setup can be a wonderful solution to this problem. A difficult task in and of itself, but one that lays the way for each individual consumer to enjoy a special shopping adventure.
You’ve gone from being one of many brands available to making their ideal item.
Buying Habits and Customer Behavior
In terms of consumer behavior, social media is a powerful force. Deloitte found that nearly 30% of social media users make a purchase immediately after viewing a product recommendation.
With their frequent same-day purchases, that’s a sizable sum.
On a related topic, this data demonstrates that online content can easily influence consumer decisions and behavior. Some business will make money whenever a new fad sweeps social media platforms like TikTok and Facebook.
Following some but not all current trends can help you anticipate their actions. Look for ones that go in well with your established brand identity, and figure out how to include them into your promotional materials.
Providing outstanding service to customers should also be a top priority. Your clients will appreciate the effort, and it will set your company apart from the competition.
Put simply, if you want to be at the forefront of your consumers’ minds, you need to invest in exceptional customer service on top of staying current and having amazing products.
Increased Advertising Expenses
We’ve established that online rivalry is only going to increase in intensity. To get your brand in front of your target audience, you’ll need to invest in some form of advertising.
The majority of the $169 billion allocated to mobile display ads in 2022 will go toward funding mobile video advertising.
The advertising value of social media and search engines has long been factored into their service pricing. To be successful with online advertising, you must always think strategically.
This is concerning for new businesses, whether large or small. But don’t panic; if you carefully define your ideal clientele and observe their online behavior, you can avoid this problem altogether.
So, what do you think they’re searching for most of the time? Where do most of them end up? Just thinking about these two questions is interesting.
Fulfillment Logistics
Since there are no longer any go-betweens in the distribution of these products, it is up to the individual brands to secure the services of trustworthy fulfillment logistics companies to process customer orders.
Businesses who are thinking about creating a website to sell their wares may find this information very useful.
Keep in mind that when you switch to a D2C e-commerce approach, you no longer transport products in truckloads to shops but instead fulfill orders from individual customers.
It’s a new ballgame for many companies, requiring constant monitoring of orders, inventory, and client deliveries.
There are now new packaging requirements, storage recommendations, and safety precautions to follow. Since products are delivered directly to consumers, there is an increase in both potential dangers and prices.
However, all you actually need is a trustworthy fulfillment logistics partner to make this work for you. You may easily find a number of them on the web. Find one that delivers to the areas where your potential customers live and work.
How to Become a D2C-Ready Business
Since you’ve read this far, you’re undoubtedly thinking about adopting a direct-to-consumer (D2C) approach despite all the pros and cons we’ve discussed.
So now the only open question is how.
How your company can become ready for direct-to-consumer sales is outlined below. Nonetheless, it’s probable that not every instruction will be relevant. Best practices can serve as a map to help you navigate the process.
Develop a Comprehensive Marketing Plan
It should come as no surprise that a complete marketing plan is necessary for any strategy. This process is now different since you have to zero in on just those channels you’ve chosen.
Brick-and-mortar stores will no longer receive promotional support from retailers to increase brand awareness or customer foot traffic.
To make your product stand out from the competition, the marketing strategy must also be original, innovative, and amazing. Everything from the logo to the box must communicate clearly and consistently with consumers.
Don’t overlook the need of a financial strategy. A fixed budget will help you avoid overspending and investing in things that aren’t important, especially as fashions shift.
Social media marketing, lead creation, and influencer promotion are all forms of advertising that you could investigate.
Social Media Marketing
We’ve highlighted a few times now that buyers frequently make same-day purchases after browsing social media. Due of this, it’s a tactic you should look into further.
We can’t tell for sure that it’s the greatest choice for your product right now, but it does assist get your name out there and boost sales prospects.
Each social media platform, including Instagram, YouTube, Facebook, and TikTok, has its own set of benefits and drawbacks when it comes to advertising. Find the most cost-effective method of reaching your desired audience on the various available platforms.
Lead Generation
New revenues and customers might be attracted through lead generating. If you want people to keep coming back to your shop or website, you have to be reliable.
However, you shouldn’t leave it at that. Leads need to be cultivated, so pay attention to what they want and provide them with the information they need to feel confident in purchasing from you.
Offering a discount or freebie is a frequent first step in the process of generating and nurturing leads, as it encourages customers to sign up and may later be used to jog their memory through reminder advertising or emails.
Influencer Marketing
Many people subscribe to the content of particular “influencers” or “content creators” who post it on many sites. They have gained a large number of loyal readers/viewers/etc. who value their insight and guidance because of it.
These days, it’s not uncommon for businesses to use this method to promote their wares.
As a result of content producers, consumers gain insight into the value of a product or service and what they may expect from it after they make a purchase or use a service.
In addition, these artists consistently come up with ingenious techniques to subtly promote your items without coming off as aggressive or dishonest. Since they’re concerned with how others see them, endorsement from them shows your brand is reliable and worth their attention.
Train Employees for Customer Service
With conventional methods, stores are responsible for interacting with customers. Now that they’re gone, your staff must be prepared to deal with inquiries from consumers, both calm and upset.
Investing in customer service training programs helps prepare personnel for a wide variety of situations. Customers will be more satisfied after shopping with you in either a physical or virtual location if they feel prepared to handle anything comes their way.
Prioritize setting up a hotline or an actual agent to handle questions from customers if you do decide to use a website. While it may be simpler to use a bot, clients prefer talking to a real person about their issues.
Establish A Loyalty Program
We’ve established that direct-to-consumer (D2C) marketing is effective at creating loyal customers; yet, it’s still necessary to put up some work in creating loyalty programs to persuade customers to make repeat purchases.
In light of this, create a customer loyalty program that will interest your target audience. Offer discounts or freebies for a certain purchase quantity, but make sure they are meaningful and appealing.
It has been found that companies with established loyalty programs enjoy a 73% boost in reputation. Additionally, loyal customers are more likely to purchase again, leading to greater financial success. Don’t stop at development; put in place procedures to keep it running smoothly. Whether you’re planning promotions and discounts for the year ahead or relying on a dedicated resource, make sure they don’t cost more than they bring in.
Invest in a CRM Software
Managing interactions with clients requires customer relationship management (CRM) software, which is made necessary by the fact that D2C provides access to customer data in the first place.
This program will do more than just collect and analyze data; it will also facilitate meaningful interaction with clients.
Business owners can utilize customer relationship management software to create and nurture connections with their clientele. This is achieved by well-oiled systems, meticulous planning, and careful scheduling.
Although customer relationship management software has just lately become popular, it has really been in use since the 1990s.
Using a customer relationship management system, you can safely store client contact information, discover sales possibilities, manage marketing and sales campaigns, and keep track of product or service issues all in one location.
In addition, the majority of CRM platforms let you alter your dashboard to display only the information that is most relevant to you. You may customize the ideal dashboard for quick access to all relevant information, from order status to open concerns.
With everything in one place, you can better manage your business and make educated decisions. Small and medium-sized businesses (in particular) stand to gain greatly from investments of this nature.
Choose the Best Channel
When dealing with a situation in which no middlemen are present, it’s tempting to try every possible avenue. If you’re competing with well-established companies, though, this strategy may backfire.
To successfully connect with your target audience, you must first determine the most effective means of communication.
That being said, pick the medium that will serve your company the best. Get the facts straight before opening a storefront or online shop.
The same holds true when choose which social media to promote on. Just because there are more than a billion users on TikTok doesn’t imply it’s the greatest place to promote your goods.
As an additional precaution, you should not locate your storefront in the city’s busiest shopping district just because of the high volume of potential customers passing by.
Improve your company’s results through data collection, analysis, and decision making.
Summary and Implications
Direct-to-consumer advertising is well-deserved of the attention it is receiving. Even though there are some drawbacks, the benefits of this approach make it worthwhile to think about.
Think about the present state of your company and the preferences of your target audience if you’re on the fence about making the switch to this tactic. Never assume that what is widely accepted is invariably better.
Do not be reluctant to investigate alternative offline methods. Though it’s a common distribution method, not all products benefit from being sold online, despite the medium’s widespread appeal.
