Algorithms and Advocacy – How D2C Businesses Can Build Loyalty

A Propeller panel at Ecommerce Expo

Direct to consumer is not a new concept but the internet gave D2C potential reach and a way to connect to customers in a personal, unique way. The first pioneers in D2C ecommerce caught the attention of media and excited consumers – Dollar Shave Club etc. seemed cheaper than the established alternative, had a unique tone of voice and made customers feel part of an exclusive club or a community – they created brand love.

Now we are in a different world. Many of the original D2C players have cashed in by selling up, including Dollar Shave Club, while Casper’s IPO in February was lacklustre. The landscape was getting more competitive even before COVID-19 with rising customer acquisition and marketing costs, a tighter focus on profitability and bigger established players with deeper pockets ramping up their D2C services.

The pandemic has introduced a whole new audience to shopping online and presented plenty of opportunity for D2C players who get it right, but it has also put stress on operations and fulfilment. It’s also meant businesses with bricks and mortar stores have had to up their ecommerce game. Nike has just decided to end relationships with several large wholesalers and will focus on Nike Digital platform and own stores.

The D2C dream lives on of starting small and scaling up to create a brand consumers absolutely love. In Propeller’s session at Ecommerce Expo we are going to examine how to build and retain loyalty if you’re a D2C brand and what lessons established omnichannel businesses might have to share – from traditional relationship-building strategies to website features that reinforce differentiation and loyalty.

Join Branwell Johnson, Director of Content for Propeller Group, Mona Nikzad, Digital & E‑Commerce Marketing Strategist for baby and toddler food site; Janis Thomas, Ecommerce & Marketing Director, Look Fabulous Forever and Director of Digital at Signet Jewellers Matthew Gratze for the panel ‘Algorithms and Advocacy – How D2C Businesses Can Build Loyalty’ at Ecommerce Expo on October 1st at 14:50 – 15:30. Find us on the seminar programme here.