Updated: Jul 7
In our first article in the DTC series, we discussed why many brands are going direct to consumer. If you have decided to take the leap into this technology-based direct to consumer economy, the first thing you will need to think about is an eCommerce site and how to market your products. Your company will need to launch a cost-effective online store that still serves direct to consumer needs.
Modeling your site to search, find, and buy a product easily and quickly is vital for bringing in maximum sales. You want your customers to visit your site and have a memorable experience so that they are encouraged to visit repeatedly. The experience needs to bridge the mental gap of the customer not having the product in their hands to where they can touch, feel, and try on your product.
Site Design and Expectation
Andie Swim is an excellent example of matching site design with expectations. This women’s swimwear brand made serious waves in their first season online. Not only by creating high-quality products but also by closing the “try before you buy” gap.
Thanks to their partner integration with Rebilla, customers can now place a 3-4 week hold on credit cards while they try on the swimsuit and send it back if needed. This marketing strategy led to 1000 orders in the first three months and a 200% increase in conversion rate.
From a Performance Marketing Side
Brands must also now shift the basics of how they think about channel roles. For example, what is your customer acquisition strategy? What is your customer lifetime value model? And, how will you answer these questions if you lack enough historical customer data as a baseline?
The answers to these new questions might mean relying on others to establish baselines to forecast and plan budgets accordingly.
Legacy retailers also need to think differently about the way they tell stories about their products. The ideal place to begin this story is by looking at what your differentiator is. To pinpoint it, here’s one question we challenge our retail clients to ask:
Who is the kind of person that, if they lost something they already had, would feel some sort of pain?
You have to put yourself in the shoes of someone whose life would be improved by your product.
The Service Side
Wholesalers who go direct to consumer used to have to rely on the retailers to foster loyalty. But now they have to do that work themselves. As such, an email marketing program should be designed and expanded with loyalty in mind. A big portion of your email marketing program should create more loyal customers out of people who are currently on your lists and increase the value of those people. That means putting triggers on all kinds of automated email flows that are designed to get people to purchase, purchase again, share your brand, and coordinate with your other channels.
Whether it is a new product line, a big sale or some other kind of promotion, direct to consumer brands should constantly be phasing their launches, so that they always have something new to talk about when it comes to marketing.
For more information on direct to consumer marketing, contact our experts at ShopIt Ventures. We can help take your business from B2B to DTC through website creation and help plan your marketing strategies.