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What capabilities are needed to build a proper D2C foundation?

Written by Sven Van Hoorebeeck

E-commerce boxes in the post

Direct-to-Consumers is the new Holy Grail for FMCG and manufacturers. Digitally native companies, such as Dollar Shave Club [1], Casper [2], or Glossier [3] have already capitalized the first-mover advantage in the 2010s’ years; now incumbents want to join the dance.

Like with everything digital natives do, they make it look easy, but it is not! D2C activities imply new capabilities for traditional B2B/B2C companies.

An optimized e-commerce platform

The e-commerce platform is the equivalent of a physical store in the digital world. The experience you provide to visitors determines whether they buy your products or not.

What are the goals of an optimized website?

  • Trigger envy thanks to visuals and website’s structure

  • Provide all the relevant information for purchasing decision

  • Make the purchase effortless in terms of clicks and procedure

  • Adapt to customers based on experimenting and A/B testing

A good example of an optimized D2C platform
Visual form of an optimized D2C platform [4]

An effective digital marketing strategy

Digital marketing is the online equivalent of advertisement panels in the physical world. They bring visitors to your website. Nowadays, it is difficult to stand out given all the advertisements on the internet.