D2C E-Commerce & Marketing

The digitalisation has sustainably changed sales structures in many industries, posing complex challenges for companies. While retailers further optimise their e-commerce channels, large industrial companies and SMEs must reorient themselves in the Direct-to-Consumer (D2C) e-commerce space.

Opportunities and risks need to be assessed, existing processes analysed, and established structures adjusted to achieve optimal customer centricity. The path to the end customer is often complicated by multi-stage sales structures.

As experts in e-commerce, digital sales, and digital marketing, we have been supporting companies for over 25 years in implementing customer centricity approaches – both in entering the D2C e-commerce space and in developing end-customer-specific communication strategies.

Seize Opportunities. Overcome Challenges.

Digitalisation is transforming established sales structures in a lasting way, with the pace of development varying across industries. The decision on whether and to what extent to invest in D2C initiatives requires a careful analysis of opportunities and risks. In the B2B sector as well, direct communication with end customers is essential. Both the opportunities that arise need to be seized and the challenges addressed.

Challenges

• Logistics & Returns: Logistic processes are often geared towards large volumes, not towards serving and handling individual customers.

• Customer Service & Support: B2C customer service requires an understanding of specific needs and specialised digital services compared to B2B.

• Conflict Potential: Existing and functioning partner and trade structures need to be rethought.

• Complexity: Expanding the target audience and channels increases the complexity in marketing and sales, necessitating adjustments in the team and change management.

Opportunities

• Valuable Insights: Customer data on behavior, needs, and preferences as the basis for data-driven decisions.

• Higher Profit Margins: Control and flexibility in pricing through independence from additional distribution stages.

• Faster Time-to-Market: Direct market testing, feedback, and scaling of new products, as well as the sale of spare and complementary products to end customers.

• Stronger Brand Presence: Control over brand and product presentation, as well as the use of customer data for brand development.

• Higher Brand Loyalty: Direct communication and proprietary loyalty programs increase customer retention.

• Flexibility: Independence from traditional retail through own distribution structures, as demonstrated by disruptive companies (Best Practice Tesla).

Is this even relevant for my industry?

Digitisation has sustainably changed all industries and shaken up existing business models. Innovative approaches and rapid adaptability are crucial to remain successful in the market.

B2B companies, in particular, must rethink their strategies and consider whether entering direct sales is a meaningful complement to their current business model. Individual influencing factors play a key role in this process. Even if established structures are still functioning well today, you should already prepare for the future. This is best achieved with an experienced partner.