Consumer buying trends are continuously evolving. However, the global pandemic spurred a colossal shift in how we shop, and now e-commerce businesses are booming. In fact, U.S. e-commerce sales saw a sharp spike of more than 30% in 2020.
And this shift from in-store to online shopping isn’t expected to go anywhere anytime soon. To keep up with the demand for e-commerce and changing buying behaviors, many brands, including Nike and Zoom, have decided to take the plunge into the direct-to-consumer (D2C) pool.
But will your business be guaranteed to succeed if you decide to make the pivot? With an omnichannel communication strategy, the answer could be a resounding “yes.”
What is D2C and what makes it tick with today’s consumers?
Did you know that six in 10 Americans shopped at direct-to-consumer brands in 2021? With B2C heavy-hitters like Tesla, Warby Parker (glasses), Hint (beverages), Glossier (makeup), and All Birds (footwear) already staking their claim, other established brands are beginning to take notice.
D2C is a tactic used by brands that involve them reaching out to the customer directly without relying on middlemen, including distributors, wholesalers, or retailers. D2C brands have complete control over their distribution, marketing, shipping, and more.
And it’s a trend that resonates with shoppers. A whopping 55% of consumers have visited brand websites instead of purchasing items from a retailer website like Walmart or Amazon.
There are numerous benefits of D2C, including:
Personalized experiences: Brands that use a D2C model can accumulate authentic, first-party data to completely customize a shopper’s experience.
Tons of touchpoints: D2C companies have access to more touchpoints than retail companies like Amazon. That’s because most retailers’ content is about the brand, not the products or services they offer. D2C brands have end-to-end control, allowing them to oversee which touchpoints they want to leverage to make more sales.
Cost savings: By eliminating the need for intermediaries, like retailers and distributors who would take a cut of the revenue, businesses can offer more affordable products to customers and yield high profit.
By adding an omnichannel messaging strategy to the mix, your brand can embrace – and even optimize – the existing benefits of D2C.
D2C and omnichannel: a match made in e-commerce heaven
Incorporating an omnichannel communication strategy into your D2C business model allows your brand to efficiently reach your audiences. Instead of simply relying on emails or traditional digital advertising methods, you can level up the customer experience by being available on channels shoppers prefer from the get-go. For instance, you can engage and communicate with consumers on Facebook, Instagram, and Twitter. Moreover, with an omnichannel strategy, these interactions will move seamlessly from one platform to another, an experience that 86% of consumers now expect from brands.
For D2C brands with a global audience, omnichannel messaging allows them to effortlessly connect with customers worldwide. In Latin America, WhatsApp is the preferred messaging app of choice. Over in Europe and Southeastern Asia, people prefer Viber. And WeChat is the hot app in China. By taking an omnichannel approach, you can offer continuous support and engagement to your global customers 24/7, right from their preferred platform.
While a D2C business model allows businesses total brand control, access to more touchpoints, and higher revenue, omnichannel will also boost customer satisfaction and deepen brand loyalty. This is because you can offer ongoing support and engagement from almost any platform. Consumers will be able to directly engage with you during every step of the buying cycle, from awareness to post-purchase.
Enhance your D2C brand with omnichannel
It’s no secret that all industries, even Consumer Packaged Goods, are embracing omnichannel communications. If you want to amplify your D2C brand, consider adding omnichannel to your existing marketing tactics.
To learn more, text us at (424) 653-3380 now. We’re passionate about helping brands discover the power of omnichannel messaging.