Why Sell Directly to Consumers?
Search data consistently show that manufacturer brands are in demand online - yet many aren't there to provide a great customer experience.
Instead, shoppers excited to purchase the product can end up seeing poor quality listings of discounted items, receiving unprofessional service, and in the worst cases, counterfeit items. To get ahead of unauthorised resale and protect the value of the brand, manufacturers are establishing their own official presences on marketplaces and through webstores.
How to plan a B2C presence?
Most manufacturers have a blind spot: they don't know where their products are most in demand. That inhibits their ability to target the biggest opportunities and regain control of their brand where it's most necessary.
The starting point for developing B2C is a go to market plan based on demand data and brand risk assessments.
Armed with a plan, brands need to put it in place with either in-house or outsourced ecommerce expertise. That means getting product data ready, launching on relevant channels, then maintaining and optimising them.
This phase benefits the B2B side of the business too - by learning more about consumer behaviour and generating content designed to convert browsers into buyers, brands and manufacturers can better support retail and distribution partners.
By adding new direct-to-consumer channels, manufacturers future-proof themselves by taking control of the customer experience and diversifying revenue streams with new high-margin opportunities.
Owning every stage of the journey from product creation to delivery is a long-term ambition, but that doesn't mean missing out on improved margins and closer connection to the customer in the short term.
The growth path to becoming vertically integrated can be accelerated by adopting out-of-house service solutions, which remove the headaches of retail-readiness from the manufacturer until they are ready to cope with them independently.