The bottom line is that no futuristic trends are coming down the track in e-commerce. They’re already here. The future is now.
We are experiencing a shift in traditional selling. Lots of our B2B clients are making the shift to direct to consumer at the moment. This is because millennials do 60 percent of their shopping online and are accustomed to buying directly from brands. A direct-to-consumer (D2C) e-commerce site is a great way for brands and manufacturers to connect with these buyers, enhance the customer experience, and collect data for product innovation, customer journey insights, and marketing purposes.
A D2C channel is just one touchpoint in a customer journey, however. Increasingly, brands and manufacturers are building smart integrations between enterprise resource planning (ERP) systems, customer data platforms, consumer webshops, Product Information Management (PIM) systems, B2B order interfaces, logistic providers, and marketing technology stacks. This enables them to manage all customer, product, and process-related data together. In this way, they can optimize their D2C channel while delivering a true omnichannel experience across all channels.
Rogier Hosman, Co founder & CMO Youwe
Schneider Electric’s D2C Webstore Delivers Customer Insights
Global electronics manufacturer, Schneider Electric, opened a D2C online shop in the Netherlands to gain better customer insights about innovations, branding, and product selection and to better support its partner network. “We need to know exactly what drives the end customer.
"With our own webshop, we can quickly test new products, content, and tools before we roll them out widely via our partner network." Says Robert Jan van Nouhuys, Digital Commerce Manager at Schneider Electric.
Auping’s D2C approach helps them hyper-personalized the sleeping experience
Leading Dutch bedding manufacturer, Auping, launched a D2C online store to gain valuable end-user data that they will use to optimize a new product configurator that allows for over 2,800 billion varieties of Auping beds to be designed online and ordered directly or in-store. New technologies support brands like Auping to become hyper-personalized. Auping's journey will not stop with the configuration of a bed, they are moving towards the personalization of the whole sleeping experience. To optimize this, they need end-user data and an understanding of their end-customers.