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Four Tips to Improve Your D2C Strategy


The number of companies selling direct-to-consumer (D2C), bypassing traditional retailers or other intermediaries, has grown significantly amid the pandemic particularly online. 

Often done through dedicated standalone platforms and brand offerings, the success of D2C ​brings more customer engagement than ever before. Many organisations look to the next opportunity this trend might offer through forming new partnerships with other like-minded businesses.These integrations provide different possibilities to engage new audiences, more personalised customer experiences, and value to brands and consumers. 

In May 2021, 58% of GB consumers told Foresight Factory that buying directly from brand websites was important to them when shopping online  the appeal was even higher among Millennials (68%).

One of the reasons customers find D2C appealing is the potential for closer connections with those who engage with the brand directly. At the same time, companies can control more touchpoints of the customer journey. In the words of Shopify, D2C helps companies with “owning their own brand and customer experience. End to end.”

Here are four tips to improve your D2C strategy:  

1. Implement lead and revenue generation activity through social media

Many D2C brands sell directly via social media, a growing behaviour across demographics. Indeed, in 2017, only 15% of consumers had bought something directly through a social media site, a number that has risen to 24% in 2021 (source: Foresight Factory).

Have you bought something directly  through a social media site or are you interested in doing so in the future?

2. Involve your customers at every step of their journeys

Consumers want to feel more like stakeholders rather than just ‘another customer and co-participate with brands’ decisions.

Have a look at the NHS’ award-winning campaign to recruit nurses, which drove more than 60,000 CRM registrations, compared to 6,000 the previous year.

3. Choose your partners carefully

Many consumers prefer the convenience and range retailers and intermediaries offer (according to DMA data). 72% of consumers favour shopping online, where multiple brands are sold. 

Next is an interesting example: they provide a promotional platform for other clothing brands or Amazon, where a whole range of products are available.

4. Invest in your website

Data shows consumers have high expectations of brand manufacturer websites, wanting:

· Sufficient information for research 

· More sophisticated experiences   

· eCommerce capability

Address your campaign effectiveness over the Christmas break with our Award in Campaign Data Strategy. Gain a deeper understanding of how to use your data to inform future campaigns. This course is a level 7, designed for senior managers and marketing leaders.

The number of companies selling D2C has grown significantly during the pandemic. But what comes next? Find out alongside our Research Team and other experts by signing up for our D2C Future Trends Webinar.

Hear more from the DMA

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