In addition to DNVB (Digital Native Vertical Brands), which we talked about in our last post, companies that aren’t now, and never were, entirely based online are still pivoting business models to put more emphasis on their digital presence as part of a collective shift in the retail marketplace toward DTC.
What is DTC?
DTC, or Direct-to-Consumer, is when brands market and sell directly to buyers without third-party interference (or partners with whom to split the profit).
That often involves reaching out to them online, especially through social media, as well as with paid ads and sponsored search results, and commencing e-commerce.
But it can also mean simply having a storefront that’s exclusive to the brand, rather than selling merchandise alongside other similar or different products (for example, selling soap at Walgreens rather than opening a freestanding store dedicated exclusively to Dove).
Today, brands want greater access to their customers and fuller control of their messaging.
Direct-to-Consumer marketing approaches are appealing for new retail companies who are just starting out and haven’t sealed strategic partnerships yet, as well as those who simply want to control their brand’s story very carefully while they’re emerging. For example, selling directly to consumers—whether in a standalone store or online—allows them to directly engage their target audience and build relationships, especially through channels like Facebook and Instagram.
However, DTC is also becoming increasingly appealing to established brands that are known for their third-party engagement and partnerships. Nike is a brand that you might expect to see in any megastore, right alongside its competitors in the sneaker and athletic apparel market. In order to further stand out and increase its brand awareness, Nike has invested heavily in its direct outreach and sales to consumers, bypassing third-party sellers. That includes tremendously increasing its online presence; as a result, it has seen a huge boost in website traffic and direct sales from its digital store.
ShipNow can help retailers shift their business model to DTC.
If you want to transact with consumers directly, you’ll need a reliable system of handling deliveries. You’ll want to be able to guarantee delivery within a reasonable window, and project the delivery date in advance. But going direct-to-consumer means taking on a lot of responsibilities directly, as well.
If you’re intimidated by taking on all packaging, shipping, tracking, etc.—you should consider relying on ShipNow’s proprietary software, which can intuitively absorb and process best delivery practices for you, while connecting you with drivers already headed in the direction of your deliveries to maximize efficiency while eliminating cost.
But your staff won’t have to be the one manually laboring over those expedient delivery details, when you turn it over to ShipNow.
You can continue focusing on improving sales and relationships with DTC.
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