What is D2C in digital commerce?
In contrast to traditional trade, producers skip wholesalers, middlemen and retailers in D2C (“Direct to Customer”). D2C includes all sales channels which involve a direct customer relationship: the company’s online and local stores, marketplaces, and even an Instagram shop.
More independence, greater brand loyalty
Even for large companies, adding a D2C strategy to their digital commerce is often a big step, entering uncharted territory and competing with retailers who have an edge thanks to their experience with direct sales to end customers.
But taking this step is worth it: D2C means independence for manufacturers, giving them full control over packaging, product variants, range and marketing. The fewer people involved, the lower the risks of errors in the supply chain.
End customers, on the other hand, like to buy directly from the manufacturer and, as a result, evidence greater brand loyalty. They acquire original products and learn more about them, such as materials and manufacturing processes – provided the manufacturer maintains a good PIM system. As manufacturers respond to customer queries directly, they create a true 360° experience – including omnichannel customer service.
The importance of marketplaces is often underestimated in D2C. It seems complex to connect and the requirements often too great: product data quality must be right, and all digital marketplaces have their own interfaces, APIs and processes to boot.
If you appear on marketplaces as a brand, you gain reach and, in turn, turnover. Operators such as Amazon or eBay can be the right way to go, whilst leaders on the market often create a marketplace of their own.
In order for companies to successfully integrate their own digital commerce into the relevant national and international online marketplaces, they need software that offers individual backend solutions. novomind iMARKET is the answer for anyone looking for the ultimate reach boost – online and offline. We work in close partnership with all relevant marketplace operators, such as Amazon, Otto, Zalando and the like, securely and in compliance with the GDPR.
A positive customer experience is crucial for good D2C commerce, and for a successful customer journey across multiple channels, comprehensive product data is the determining factor. novomind iPIM enables all product data streams to be fully mapped, from onboarding to data refinement, and this process can even be automated.
Does your company want to address customers directly and is looking for the most flexible all-in-one shop system on the market? novomind iSHOP is the future-proof enterprise solution for high-growth online shops and outstanding customer experiences in D2C, whether B2B or B2C.