We are thrilled to have participated in a Direct to Consumer webinar series last week, hosted by the team at Google.
Balance Internet’s CEO James Horne joined Kiran Mani, Managing Director, Global Client & Agency Solutions APAC, Google, Nicolas Darveau-Garneau, Chief Evangelist, Google, Joseph Maciariello, ADAPT Lead, Google, Ram Chandel, Principal Partner Digital Commerce Practice Leader, Deloitte Digital, and John Fundingsland, Global Brand Program Lead, Google.
Webinar panellists discussed the incredible growth of direct-to-consumer (DTC) eCommerce over the last year. In particular, the DTC opportunity for brands, DTC best practices, the vital role of digital agencies and the future of DTC.
Here’s our round-up of the key takeaways:
Start with the customer: Every strategy should start with the customer. If they want to buy online, you’ve got to move there. Remember that different customers have different needs. A one size fits all approach won’t work.
Develop partnerships: To help you deliver your commerce vision, form partnerships with your network, agencies, technology providers and others in your ecosystem. DTC won’t happen without collaboration. For example, think about how data could be used in a mutually beneficial way between your organisation and retail partners.
Start simple: Ask yourself, what can you do tomorrow that’s better than where you are today? Start there, but most importantly, start. Influencing change and driving improvement can be incremental.
Strategy matters: From customer experience and market differentiation to business intelligence, pricing and promotion, your strategy will be crucial to DTC channel growth.
Invest in your supply chain: Your customers don’t want a loose estimate of 3-10 days. They want to know the date and time their order will be delivered. Invest in your supply chain to make this a reality. Inventory accuracy and fulfilment are crucial to the success of your supply chain.
Look for sticky points: Pinpoint known and potential sticky issues in your organisation, including (but not limited to) fraud detection, security, supply chain management, customer service bottlenecks, operational efficiencies, and business process improvements. Identifying and preventing these plays a significant role in continuous improvement.
Drive maximum value from your technology investment: Introducing a test and learn approach with a solid technological foundation is essential to driving DTC channel growth. In addition, it’s imperative to continue to innovate your commerce solution. The work doesn’t stop once the platform launches; it’s only getting started.
Finally, what did all of the panellists want you to know about getting a DTC channel off the ground?
The customer should be at the heart of everything you do.
Digital is a key enabler.
Start small, but get started.
Watch a recording of the webinar
Download ‘How to overcome key challenges of direct-to-consumer (DTC) eCommerce’
If you enjoyed this DTC webinar, get stuck into our actionable real-world plays to overcome the most common challenges we see organisations face when launching a DTC channel. By downloading a copy of our latest playbook, you’ll learn why you should:
→ Build a well-defined business case for DTC
→ Cultivate a unique product and service offering
→ Steer clear of channel conflicts with pricing strategy
→ Make real-time inventory accuracy a top business priority
→ Consolidate the end-to-end order and fulfilment process
→ Prioritise CX and demonstrate the benefit of buying direct
→ Create a sustainable customer acquisition strategy
→ Drive maximum value from your technology investment