Never play around with your customers’ trust like that - it won’t end well for you. There has to be a consistency between what you use to draw their attention and what you’re going to use to convert them. Promising your target audience something to draw them to your landing page and then offering something else altogether is only going to make you lose business. It’s better to be honest with people upfront and then exceed the expectations you’ve set. This disconnect between the ad and what the product actually does is responsible for crushing the reputation of many D2C brands. Showing empathy to customers increases the likelihood of retaining customers and creating a vital win-win situation.Īnother problem we keep on seeing with D2C brands is that they over-promise in their ads but underdeliver. Unlike 1900 Ice Cream’s customer care representative, the one from Purple addresses customers with an empathetic point of view. Whether it’s in a DTC or B2C setting, nothing will underwhelm customers more than a customer service representative who doesn’t know how to maintain a positive, empathetic, and professional attitude toward customers at all times.įor instance, take a look at how rude this customer service representative from 1900 Ice Cream was toward a customer who had lodged a complaint about receiving a melted ice cream: Customer ExpectationsĮven though consumer expectations are continuously rising, failure to manage customer expectations is the worst mistake a D2C marketer can make. Let them also learn how to address DTC challenges before they get addressed by the challenges. But don’t just read it, commit it to memory, and email it to your business partners. So, if you’re thinking of transitioning to DTC or already using the model, you should read this article. So, even though the looming prospect of failure is ever-present (but this is present with any business) and always waiting to catch you when you slip you can safeguard your DTC business if you understand what can lead your business to the streets of failure and how each of the trials and tribulations can be managed or avoided altogether. Staying in business for many years is the new definition of being innovative. That isn’t the case anymore…Today, the idea of going DTC is no longer innovative. Tell you what, this has nothing to do with the economic climate.ĭTC was an insight ten years ago back then there was still a lingering idea that DTC is innovative. In the past few months, we noticed that more eCommerce brands flooded in the DTC model – but the harsh reality is that not all of them will succeed using this business structure. This article is not meant to discourage you in any way, but some brands are better off remaining B2C or B2B than going DTC. Merely choosing to sell directly to consumers is no guarantee that you’ll turn a profit. It seems like most people forget that the other side of having maximum control over your products is having to bear all costs. The DTC paradigm is even trickier than most people think. It’s a model not meant for the faint-hearted. They will tell you that running a DTC eCommerce brand involves a lot of heavy lifting. I assume that this is what most eCommerce founders think before either switching from B2C or B2B to the direct-to-consumer DTC model.īut if you ask for an honest opinion from those who have been in DTC for a long time, they will tell you that not everything that glitters is gold. I mean who doesn’t want to control their branding, messaging, and of course, the profits that come with it. Having maximum control over everything that has to do with your product.
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