We want to drive 50% of our business through Direct to Consumer by 2025.
The above statement of intent, or something similar, is one we see in most briefs from both existing and prospective clients. Quite a shift from the start of the pandemic, when the ask was much simpler, “Find ways to sell my products online to fill the gap left by offline retail”.
So why are we seeing this shift?
The logic is sound, Direct to Consumer has several benefits:
- Ownership of 1st party data gives you the ability to market to the customer post sale.
- Direct sales tend to be more profitable.
- Enhanced customer engagement = Enhanced customer feedback, which in turn helps create better products/services.
The DTC Strategic Challenge
While the benefits are clear, the route to achieving them is fraught with danger. DTC is not a switch that can be flicked, it is a long-term play. For businesses that have deep relationships with wholesalers, eRetailers and/or marketplaces, the transition will be measured in years not months.
Our recommended DTC strategies therefore tend to take a blended approach.
Building out your DTC channel alongside other sales channels. Once the DTC site is truly optimized, including the often ignored back-office requirements, we can then start to shift marketing dollars.
DTC Performance Marketing.
For brands to succeed in DTC, and potentially dial back their reliance on third parties, world class performance marketing is a must have. If third parties do a better job it stands to reason that customers will prefer them.
At Reprise Commerce we use our Flow methodology to ensure we are thinking about the end-to-end experience, from the initial prospect engagement right through to post-purchase retail operations.
It is only when you have Experience, Media, and Content working as one throughout the entire funnel that a DTC first approach will truly pay off. Reprise Commerce can provide that end-to-end DTC service, while still ensuring your third-party marketplaces and eRetailers are generating the right level of sales while you require them to do so.
DTC Search Marketing: SEO & SEM (Paid Search) working as one.
SEO and SEM (Paid Search) are often managed in silos. Given both organic and paid listings co-exist on Google (and all other search engines) a siloed approach is both illogical and inefficient. Done well, SEO should be the most efficient channel for established brands, combine that with well planned and executed SEM and the combined results should be sector leading. Learn more about our approach and proprietary tools for search marketing for DTC.
DTC Display & Programmatic.
Display and programmatic should be used to drive both product discovery and sales. At Reprise Commerce, we do this by adopting a data-led approach. By enriching your first party data with enhanced retail behaviors and signals via our sister agency Acxiom, we create personalized experiences and smarter bidding strategies that move customers to shop direct. Learn more about display tactics for DTC brands.
DTC Social Commerce & Influencer.
Different social channels, and influencers, attract different audience types. That is a given. But which are most suited to you brand and why? We have tools to provide just that insight as well as the capability to use the social channels to drive to DTC. Learn more about our DTC social approach.
DTC CRM & Demand Generation.
One of the biggest challenges many DTC organizations face is how to improve engagement with their existing customer base, often finding that their legacy systems and approaches are no longer working with their new DTC customers. At Reprise Commerce we can help fix what you have, build you a new solution or simply help drive new leads. Learn more about our DTC CRM and Demand Generation Services.
DTC Retail Strategy & Operations.
Performance marketing can help drive the sale and give at least a flavor of the brand experience. But the magic really happens, or doesn’t, once the order has been taken. A lack of planning, failing distribution systems, issues with third parties and negative reviews can all detract from the customer experience and impact profitability. Our specialists in DTC Retail Strategy and DTC Retail Operations are on hand to help.
DTC Site Design, Build & CRO.
Even if your DTC performance marketing is best in class, you will struggle to maximize profitability without an exceptional website. How the site looks, reads and flows is crucial. Missing a video of your product and the leading marketplace has one? You may well lose the sale, and indeed the customer. Learn how we can help you build or optimize a DTC site.
We have been optimizing Direct to Consumer sites for many years and built a suite of proprietary DTC tools to help us maximize returns. Optionally we are happy to license these tools to in-house teams, with training built in. Learn more about our DTC tools.
Ways We Work With Clients.
Our DTC Agency services.
Reprise Commerce can help maximize your DTC returns throughout the customer journey, from identifying who your target customers are, driving relevant traffic to your site, ensuring that traffic converts and continues to engage after that initial conversion and even helping with profitability by working with your retail operations team.
Want to get started?
We are in 68 offices in 48 markets around the world and welcome the opportunity to partner with you.