Skipping the big box retail stores for a quarter or two is a game-changing choice for small businesses. Going direct-to-consumer (D2C) means losing the exposure of being on store shelves and missing out on the brand trust that your audience might have put in the retailers themselves. However, there are many benefits of having your business sell direct-to-consumer that make this move worthwhile.
You Control the Brand Experience
Selling D2C provides a unique opportunity for businesses to control every aspect of the narrative that a customer experiences. From the order confirmation emails to how the packaging looks when it arrives, skipping a major retailer means that you decide how your product comes across throughout the sale.
However, this also means that your company is now solely responsible for that experience. You will want to perfect everything you can and be ready to handle incoming issues with grace and assurance for the customer.
You Can Learn More From Customers
Another interesting benefit of selling D2C is the ability to better record company analytics and subsequently respond to them. You can build your site to give you feedback on customer demographics and see who finishes a purchase and who abandons their carts. By keeping control over the sales, you can gather a bigger picture of your customers and find opportunities to improve your business.
Selling D2C also gives a business the chance to get direct feedback from the customers. There are many uses for testimonials, reviews, and customer involvement beyond helping you make changes. Displaying testimonials is a great way to gain brand credibility and show new customers that your product is worth giving a chance.
Your Brand Can Prove Itself
For many small brands, the idea of avoiding retail shelves seems counterintuitive, as seeing your product in a big box store is a dream come true. Even for those who want to work with retail stores, there is value in starting out selling D2C.
A retailer will want to see evidence of good business practices and, more importantly, high demand to take on your product. The analytics you record while selling D2C will make for a more convincing sales pitch in the future and demonstrate why your brand is perfect for its audience.
The decision to start your business as D2C or transition it into direct selling is a big one, so having the full picture of what selling D2C requires is essential. Once you understand direct selling strategies and have a strategy ready for your team, you can begin reaping the benefits of having your business sell direct-to-consumer.
