While it is not possible for consumer goods companies to collect data directly from consumers, they can acquire this information from third-party data insight groups like Nielsen, Kantar, and InfoScout. These data sources are expensive to integrate into proprietary systems, which is why many companies have chosen to build their own direct-to-consumer channels, rather than relying on third-party sources. In this case, direct-to-consumer analytics will help them optimize their marketing spending, as well as create a more flexible supply chain.
For example, Wavicle, a company that sells more than 40 brands, developed its enterprise analytics strategy. They implemented a cloud-based analytics solution for their direct-to-consumer analytics and wine club programs. The cloud-based analytics platform provides the data they need for the long-term planning and decision-making process. Ariel Opelt, Director of Direct-to-Consumer Analytics at Wavicle, discusses key techniques that can be applied to drive remarketing audiences.
Another way that direct-to-consumer companies can benefit from this data is by using influencers to promote their products. Influencers are trusted by consumers and are capable of humanizing unfamiliar brands. Influencer content can provide immediate reach and cut-through to a brand’s message. The latter is crucial to creating long-term loyalty and advocacy for a brand. If this strategy is used correctly, influencer marketing can help the company to acquire new customers.
As a D2C brand, integrating direct-to-consumer data analytics into your strategy is critical to improving the overall customer experience. With effective D2C analytics, you can make informed decisions based on the data and insights you collect. A trusted unified view of your consumers is the foundation of a successful D2C strategy. A robust and comprehensive data architecture will enable you to easily aggregate and reconcile data, onboard transactions and interactions, and unlock new opportunities for relationships and revenue.
A smart D2C strategy will complement existing channels and boost sales for both you and your retail partners. Consumer goods companies can leverage direct to consumer data to test new items and price points on the D2C website. This data can also help them create special promotions and acquire customer lists to drive foot traffic to their retail partners. And if you have a great direct to consumer analytics strategy, your retail partners will be happy, and you’ll have a better chance of building a successful relationship.
In this digital age, it’s crucial to understand your customer’s feelings and respond to their sentiments. Direct-to-consumer data enables companies to better understand what drives them to purchase. Studies show that 59% of online shoppers find it easier to find interesting products on personalized online retail stores. Further, 56% of consumers prefer personalized product recommendations. Among the tried and true D2C e-commerce personalization techniques are data-driven upselling, creating unique product bundles based on their past purchase history, and relevant offers. All of these techniques should be applied across devices, as part of a unified omnichannel strategy.