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Retail started from local stores and expanded nationwide, cross borders, with e-commerce. E-commerce provided a uniform platform business for brands to compete on. The traditional legacy brands, having huge landmark stores and a dedicated customer base, had to wrestle with hip startups that were born in the digital era. As fast-paced technology started transforming the future of retail, it completely changed the way we shop.
What was memorable about brand stores was the unique environment they created by capturing its essence within the four walls and adding a peculiarity in interactions. This uniqueness and brand memorability get lost in multi-brand marketplaces. Marketplaces are standard platforms having their own purpose, that masks a brand’s individuality. E.g. you become a Macy’s customer or an Amazon shopper but the brand you shop for becomes secondary. Hence, D2C seems an attractive channel to directly communicate with customers and own the relationship.
Brands selling directly to customers own their most important asset; their customer’s lifetime value.
D2C is an emerging strategy to disrupt the market. It allows brands to grow at their own pace by eliminating the middleman and earning higher margins. It helps brands:
Going D2C is not easy. It’s important to have a D2C specific strategy, which addresses:
Inventory management tech-solution like Increff Assure helps optimize inventory across all sales channels to prevent understocking or overstocking at any point in time. Our Regional Utilization model helps distribute inventory intelligently across a network of managed warehouses, based on true regional demand. It helps minimize air shipments, promote surface shipments and reduce logistics costs significantly to facilitate faster deliveries. Our pre-integrations on Shopify with reliable 3PL partners, Shiprocket and Clickpost, ensures complete order traceability and timely delivery. Increff Assure has inbuilt returns management solutions that very few WMS solutions provide. It help in rapid returns processing and makes good inventory immediately available for resale to prevent loss in sales opportunities.
Increff Assure’s 50+ insightful, actionable reports help brands make calculated decisions on inventory and resource management. They help in inventory reconciliation, identifying channels of higher sales for better order management, tracking manpower productivity, and improving efficiency by highlighting, and correcting, loopholes in operations.
Channel diversification is an opportunity to build a new relationship with customers. It is about giving a reason to customers to buy directly while ensuring the sales on partner channels do not get impacted. Offering unique services, loyalty programs, or subscription services plays a major role. Omnichannel brands can also decide on differentiating inventory across different channels e.g. D2C channel can be used for launching new products, selling premium versions of existing products, or a limited product line. Gaining better control over consumer data empowers brands to cater to changing needs by providing personalized, authentic service, and making it memorable.
28 June, 2021