Direct to consumer is retail’s rising star: Global eCommerce platform Kooomo advises on how to best take advantage of it
The past year has seen a proliferation of brands launching direct-to-consumer (D2C) eCommerce offerings. According to global eCommerce platform provider Kooomo, this is following the realisation of a consumer preference to research and purchase directly on a manufacturer’s website, and the growth in eCommerce in general since the beginning of the pandemic.
While 80% of traditional retailers saw sales decline since the pandemic started, 52% of D2C brands have seen surges in demand. But, according to Kooomo, as with any eCommerce strategy, there is no one-size-fits-all and therefore brands wanting to jump on the D2C bandwagon need to carefully plan their strategy.
Ciaran Bollard, CEO of Kooomo says “The benefits of D2C selling are clear: brands experience better customer relationships, they have complete control over data and processes, and they’re able to execute a truly omnichannel offering. While third-party distributors are likely to always play a part in the consumer sales mix, there’s a lot to be said for brands owning everything from logistics to supply chain and everything in between.
“But before launching a D2C offering, there are a number of considerations to make and a number of steps that retailers should take.” With this in mind, Ciaran offers the following 10 steps for ensuring the successful execution of a D2C eCommerce platform:
1. Define the unique value proposition for the brand
Before you even decide to create a D2C brand, have a reason on why you should enter the market in the first place. Perhaps you’ve had the best-selling product in B2B and wish to take it directly to the consumers? You’re here to resolve a pain point.
2. Create the buyer personas
The best way to build trust is to show genuine understanding of your customer. Buyer personas ensure that marketing, sales, product development and customer support are all equipped to provide the best possible customer experience.
3. Create the experience
Design the user interface and user experience according to the needs of each buyer persona and how the brand will be their best solution.
4. Get your communications in order
Define keyword research, competitor analysis, SEO strategy and Information Architecture with an SEO specialist.
5. Develop the Front End of the website
6. Develop the Back End of the website
What specific features will you require? D2C logistics can be easily managed and rolled with integration between the Kooomo platform and ERP, allowing for automated order management, manageable logistics and an array of billy methods.
7. Manage your data
Selling direct allows you to collect rich customer data that you can use to provide an intuitive, personalised experience at every touchpoint. In turn, this leads to improved loyalty and higher customer lifetime value. Kooomo provides analytics via Google Tag Manager, Google Search Console and Google Analytics.
8. Set up your 1-click third-party integrations
Brands using the Kooomo platform do not require the services of System Integrators to utilise different technologies. Simply click and go live with your desired feature. (LiveChat, adv platform, Hotjar, Crazy Egg, marketing automation).
9. Test and debug your site.
Because you wouldn’t live without some rehearsals...
Take your D2C site live!
For more information on the benefits, challenges and tips for a successful D2C launch, download Kooomo’s eBook on D2C eCommerce strategy here.
Kooomo is Europe’s leading eCommerce platform for expanding businesses. With over two decades of eCommerce experience, Kooomo delivers solutions to medium and large enterprise customers that are quick to market, affordable and international, helping clients achieve maximum global digital sales while powering their online stores from end to end.
Headquartered in Dublin, and with offices across Europe, Kooomo simplifies online retail by connecting sales channels, including online, in-store and via marketplaces to create the best possible experience for both its clients and their customers. This, combined with a powerful built-in CMS that connects content and commerce, means that retailers and brands can provide customers with a dynamic, personalised shopping experience. Driven by merchant demand, the Kooomo platform delivers a 360-degree digital commerce solution which is integrated with an eco-system of over 200 partners.
Kooomo is trusted by world-renowned brands such as Morrisons, Umbro, SMEG, Kraft Heinz, Blauer USA, MotoGP, Avoca, Butlers chocolates amongst many others. For further information, visit: www.kooomo.com