A significant change in consumer behaviour brought about by the COVID-19 epidemic resulted in a rise in e-commerce and internet buying.

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Although this tendency originally benefited the direct-to-consumer (D2C) sector, it also presented a number of difficulties. The supply chain disruption brought on by manufacturing closures and transit limitations was one of the main problems.

Many D2C brands' bottom lines were impacted by the additional expenses and delays in product delivery. Also, D2C firms had to rely completely on their online presence because physical locations had to close, which made it difficult to distinguish out in a competitive market.

Ridhima Kansal, Director, Rosemoore said, "The pandemic led to a decrease in consumer spending in some categories, such as luxury goods, which affected the revenue streams for D2C brands operating in those segments. In the wake of the ever-changing scenario, brands need to navigate these bottlenecks through innovative solutions & adapt to the changing consumer landscape." 

"D2C brands have disrupted traditional retail models in India, offering customers a seamless online shopping experience. However, as the e-commerce landscape evolves, D2C brands need to adopt an omnichannel strategy to remain competitive," she added. 

What is Omnichannel growth? 

Omnichannel refers to a multi-channel approach to sales that provides customers with a consistent shopping experience across all channels. This includes online, in-store, and mobile shopping, as well as social media and marketplaces. By offering a seamless and consistent experience across all channels, D2C brands can improve customer engagement, increase sales, and build brand loyalty.

Why omnichannel approach is important for D2C brands 

Wider audience across multiple channels

D2C brands can connect with a larger audience across a variety of channels by implementing an omnichannel strategy. Customers might, for instance, come across a brand through social media and buy something from their online store. According to Ridhima Kansal, direct-to-consumer (D2C) marketers may increase revenue by capturing customers at every touchpoint by providing a consistent experience across all channels.

Seamless and Consistent Customer Experience

No matter how a customer chooses to shop, omnichannel offers a seamless and uniform experience. A consolidated shopping cart, the option to pick up online goods in-store, and personalised suggestions based on browsing history are a few examples of features that fall under this category. D2C brands may increase client happiness and loyalty by providing a convenient and tailored experience.

Increased Sales

An omnichannel approach can lead to increased sales by making it easier for customers to buy from a brand. For example, customers may browse a brand’s products online and then visit a physical store to try them on before making a purchase. By offering multiple channels to shop, D2C brands can provide customers with more opportunities to buy and increase sales.

Competitive Advantage

D2C brands must set themselves apart from rivals as the Indian e-commerce sector gets more competitive. D2C brands may differentiate themselves by giving customers a convenient and tailored buying experience by offering an omnichannel experience. This may promote brand loyalty and improve client retention.

Data Insights

D2C brands can benefit from omnichannel's insightful data on consumer behaviour and preferences across all channels. This might assist companies in better understanding their target market and adjusting their product development and marketing strategies accordingly. For instance, if a company notices that a lot of people are buying a certain product through a certain channel, they might modify their marketing plan to focus on that channel.

In order for D2C brands in India to grow their business and remain competitive, they must figure out the omnichannel code. D2C firms may broaden their reach, raise consumer satisfaction levels, and boost sales by providing a standardised and practical purchasing experience across all channels. 

D2C brands who adopt an omnichannel strategy will have a competitive advantage and be well-positioned for success as the e-commerce landscape continues to change rapidly. 

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