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Direct-to-consumer: the future of online retail


Direct-to-consumer: the future of online retail

You’ve probably already heard ofD2C. Being so intensely competitive, the retail world can often be a hard place for manufacturers to adapt and stay ahead of competition, which is where the D2C model comes into play¹. Direct-to-consumer refers to direct, organic, uninterrupted contact between retailers and their customers. Many brands in various sectors such as Nike and successful start-up Glossier are using this method, and there’s a few reasons why.

1. They want to keep their customers close, and keep that holy grail data even closer

Although having a close relationship with your customers is essential, one of D2C’s most attractive traits for brands is that the model makes the process of gathering consumer data² much easier and much more seamless. Why should we be passionate about gathering data? The more you know about your target audience, the better feedback you’ll receive, the more you can improve your processes, the happier your customers will be, the more positive word-of-mouth you will generate… You get it, knowledge is power.

And why not hit two birds with one stone while you’re at it? Keeping your customers close and engaging with them will not only enable you to learn more about them, it will enable them to learn more about your brand and what it stands for.It’s a win-win.

2. They want full control of their CX

The importance of customer experience is no longer a secret in our day and age. Customer expectations are at an all-time high, and as a business you really need to earn that customer loyalty. The customer journey is often a maze with countless touch points, yet customer satisfaction highly relies on a positive, seamless buying experience from start to finish. This is why prioritising your customer experience is key for growth.

73% of consumers consider customer experience to be an important player in their purchase decisions


3. They want to be able to tell their own story

Consumer behaviour has definitely evolved in the past decade.

Customers are more open to trying new brands, new concepts and are more responsive to things like brand ethics. Now is the perfect time to tell your brand’s story and showcase your values to stand out of the crowd. Having total control over branding along with the necessary customer intelligence is a fantastic opportunity for brands to envision, design and implement standardised, independent ways of selling their products in the right way, to the right people.

Standing out from the crowd means focusing on your customer experience³ and putting yourself in your customer’s shoes to understand them. It is crucial to humanise these experiences to come across as a transparent, empathetic brand, which customers can relate to as emotional human beings.

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