Complementing Your Direct to Consumer Strategy with Where to Buy Solutions
When it comes to discussing the integration of 'Where to Buy' solutions into a Direct to Consumer (D2C) sales model, we often encounter questions like, "How can Where to Buy work with our D2C strategy?" and "Won't implementing Where to Buy negatively impact our D2C business?" The truth is, the outcome varies depending on how it's approached. While it's possible to witness a decrease in D2C sales, this might actually be a result of customers choosing their preferred path to purchase, ultimately leading to an overall increase in sales.
In our view, the marriage of a 'Where to Buy' solution and a D2C business model is entirely feasible, and there are strategies you can employ to keep D2C sales as a priority:
Understanding the Basics:
Before diving in, let's clarify a few terms:
The Power of 'Where to Buy' Solutions:
The D2C approach has undeniable strengths, but it also comes with limitations. By offering just one sales channel, you might inadvertently limit customer choice, potentially losing those who prefer buying from specific retailers or physical stores. This is where 'Where to Buy' solutions shine – by offering a more versatile customer journey that can lead to increased sales.
The good news is that this solution can be implemented on your brand site without a full transition to e-commerce. It guides customers to all available points of sale, including physical stores. Plus, if a customer opts for in-store pickup, an integrated store locator not only pinpoints the store's location but also provides a convenient route to get there.
Benefits of Integrating Where to Buy with Direct to Consumer:
For most brands, the lion's share of sales already comes from retailers and marketplaces. D2C sales typically contribute a smaller percentage.
Navigating D2C Challenges:
While the D2C model boasts strengths, it's not without challenges.
Direct to Consumer Strategy
The blend of D2C and WTB offers the best of both worlds – a multichannel solution spanning digital and physical sales. Enabling customers to choose between online purchase, Click & Collect, home delivery, and physical stores maximizes conversion rates. Displaying trusted retailers through Where to Buy fosters consumer recognition and confidence, ultimately driving purchases.
Additionally, WTB can be a great fit for specific products/ranges within your product line up and as a great backup for products that go out-of-stock direct
Digital transformation D2C
A promising future awaits Where to Buy solutions as potent tools for manufacturers and retailers. Their ability to enrich the customer journey, boost conversion rates, and facilitate purchases across multiple channels positions them as essential assets in the evolving sales landscape.
In conclusion, the integration of Where to Buy solutions with D2C strategies offers a potent means to enhance consumer experiences and elevate sales potential.
