ECC KÖLN: wasted potential | Gabot.de
Direct-to-Consumer (D2C) has arrived in Germany and opens up new possibilities for manufacturers and consumers.
Also in Germany enjoys Directly to the consumer (D2C), i.e. direct sales from the manufacturer to the end customer, is increasing popularity. Not least because of the corona pandemic, many manufacturers have also noticed that a digital distribution a Adventurous mainstay can be. The new Studies of ECC COLOGNE in cooperation with Publicis Commerce Germany, as a result, initially die in a 360-degree view potential and challenges by D2C from the point of view of manufacturers and consumers in the German market. For example, 49% of the German population as a whole are currently D2C buyers; among 18 to 29 year olds, two thirds (66%) have bought products directly from the manufacturer in the last six months.
D2C offers great opportunities – obstacles can be bridged
Out of manufacturer view are the most important reasons for a D2C strategy customer-oriented and offer great potential. Above all, stand customer data and die strengthening the brand in first place for the vast majority of the ten manufacturers surveyed qualitatively. But also the possibility new customer groups to unlock and die customer loyalty to strengthen, convinces many manufacturers to go into direct sales. to die obstacles from the point of view of the ten companies surveyed, most are at D2C less relevant and largely surmountable. Above all, logistics and other additional expenses, a lack of know-how and internal structures are considered to be challenging.
Brand shops as an important touchpoint
In all product categories, the own brand shop is the most important D2C touchpoint for about half of the D2C buyers. So four out of five consumers who visited a brand shop and looked for information or inspiration said they would buy directly there. In addition, spontaneous D2C purchases can also be made via your own brand shop: Approximately four out of ten cases to lead inspiration and cross selling in your own brand shop spontaneous purchases. This represents an enormous potential for brands, because spontaneous purchases occasionally generate additional purchases.
“brand shops are essential in our digital world control instrument and differentiator in terms of brand management. The decision in favor of D2C is no longer about another sales channel, about increasing sales or about creating the basis for permanent, data-based marketing, but simply about that future of brands. The concrete design can range from complex infrastructures to the optimization of existing platforms to shop solutions with minimal time-to-market,” says Paul-Sven Voigt, Senior Client Partner at Digitas Pixelpark and responsible for the D2C & B2B area at Publicis Trade Germany.
What are the reasons for a D2C purchase from a consumer perspective?
Out of consumer point of view are the reasons for that direct purchase usually at the manufacturer product related, but vary by product category. Across industries, the top reasons for buying direct are dying overview about the complete range and the better product availability at the manufacturer. For drugstores, loyalty to the brand drives D2C purchases, as 27% of the affirmation. A quarter (25%) buy electronic and technical products directly from the manufacturer due to the protection against counterfeiting. But what does this mean for manufacturers? In order to be successful in D2C, it is important to be clear to customers value proposition to formulate the advantages of the purchase in contrast to the reference through the classic trade channel. However, it is also important to identify the possibilities of cooperation with retailers and to coordinate the respective strengths.
“At the dealing with trade Is there for manufacturers different scenarios: Cooperation or mere co-existence are conceivable, but confrontation must be avoided at all costs. Depending on the company situation, brand strength and product portfolio, each manufacturer has to find its own individual way of dealing with the trade – transparent communication is essential in any case. What direct contact with customers should look like in your own sales model must be individually balanced and permanently checked and adjusted,” says Dr. Kai Hudetz, Managing Director of the IFH KÖLN. (IFH COLOGNE)