Direct-to-consumer (D2C) is a business model where companies sell their products directly to the consumer without the assistance of a third-party wholesaler or retailer. In this way, the company can cut through intermediaries and increase its margins. However, to be successful the direct-to-consumers company needs to build its own distribution, which in the short term can be more expensive. Yet in the long-term creates a competitive advantage.
Some estimates suggest eCommerce sales will surpass $6 trillion by 2024, with approximately $175 billion occurring via the direct-to-consumer model in the United States alone.
Direct-to-consumer is a strategy where a business sells directly to consumers through an online medium. The approach is in stark contrast to more traditional B2B strategies, where a manufactured product may pass through a wholesaler, distributor, and retailer before it is purchased by the consumer.
Manufacturers operating under the D2C model must necessarily wear the hat of the wholesaler, distributor, and retailer in addition to meeting their production and fulfillment responsibilities. So why would a manufacturer take on more work voluntarily? There are two answers to this question, and both are related to the evolving needs and expectations of modern consumers.
For one, consumers prefer to go directly to the source when purchasing from a specific brand. For example, a golf fanatic is more likely to visit the TaylorMade website than they are a traditional sports retailer when looking for more information. When more consumers are going direct to TaylorMade, this also means the company can no longer rely on third-party sports retailers to adequately sell its products. Essentially, TaylorMade may be forced to adopt the direct-to-consumer model and make its products available for direct sale.
Advantages of the direct-to-consumer model
While it is clear manufacturers may have to take on extra work, there are nevertheless quite a few benefits to adopting the direct-to-consumer model:
- Customer data – manufacturers who sell to a retailer or wholesaler are less exposed to important purchasing data regarding their products. The D2C model helps manufacturers learn more about their target audience, resulting in smarter product development and increased awareness around consumer trends and demand.
- Customer experience – selling direct to the consumer means the business has control over the entire buyer journey. The business will learn where consumers shop and how they prefer to pay. By interacting with consumers directly, the business can offer more responsive customer support and develop targeted and consistent marketing campaigns using SMS or email, among other channels.
- Brand engagement and reputation – many businesses who sell through a retailer have little say in how their products are presented. Retail salespeople may have limited interest or knowledge in promoting their range, which can lead to a poor first impression of the brand itself. In the D2C model, manufacturers ensure the company brand and associated products are painted in the best light possible.
Here are three companies utilizing the direct-to-consumer model:
- Glossier – a cosmetics company founded by blogger Emily Weiss, who built a strong relationship with her readers before developing products to sell to them. By asking consumers what they wanted directly, Weiss was able to bypass selling her goods in traditional cosmetics retailers.
- Dollar Shave Club – a company that was started because its founders were tired of paying for expensive razor blades in supermarkets. Dollar Shave Club sells cheap razors direct-to-consumer on a subscription basis.
- Casper – a manufacturer and direct seller of innovative mattresses, pillows, sheets, weighted blankets, and even dog beds. Casper enables consumers to avoid buying these items from aggressive salespeople in traditional furniture stores.
More examples of the D2C approach
To solidify the concept of D2C, we have listed a few more examples below.
Reformation is a sustainable fashion company that started operations in Los Angeles in 2009.
With a mission to bring sustainable fashion to everyone, Reformation wants its customers to know that it makes the people who manufacture clothes a priority. To realize this mission, the company constructed its own factory in Los Angeles to create a safe, fair, and healthy working environment for employees.
With many of its competitors manufacturing their clothes in cheap and sometimes exploitative labor markets, Reformation’s D2C approach has allowed it to build a strong brand following in a short period of time.
Nanit is a D2C manufacturer of baby sleep monitoring devices that can also track the health and wellness of the child and allow the parents to celebrate growth milestones.
The industry was perfect for the D2C approach since these devices required specialist manufacturer knowledge to develop and then market to consumers. The company has raised $75 million to date, with much of the capital invested and research and development and global expansion.
As both the manufacturer and the seller, Nanit can offer expert after-sales support to customers. The company also operates a community forum where new parents can share the collective experience of raising a child and ask questions.
Bombas is an apparel manufacturer with a particular focus on socks. While its competitors looked to differentiate their products with design, Bombas decided to fix the engineering issues that seemed to be inherent to most socks on the market.
According to company founders Randy Goldberg and David Heath, it took almost two years of testing to fix issues such as slipping, chafing, and an uncomfortable sensation from the toe seam, among other problems. While Bombas socks are more expensive than most others, Goldberg likened the company’s pricing strategy to that of Starbucks, which improved the coffee experience so much that it was able to sell it at a premium.
Today, Bombas is a certified B-Corporation that matches every customer purchase with a donation to someone affected by homelessness. The brand is now worth around $100 million.
Quip is a D2C brand that sells oral care products such as floss, dental gum, mouthwash, and electric toothbrushes. The company was started to improve poor dental health among millennial consumers, with 30% only brushing their teeth once a day with many others are simply afraid to visit the dentist.
To make oral care more appealing, Quip sells beautifully designed products with a strong digital marketing strategy that appeals to its core demographic. Like other D2C brands that sell personal care items, Quip’s products are available for a small monthly subscription.
In recent times, Quip has also started selling its products in retail chains such as Target. However, the importance of D2C for Quip and ensuring it stays relevant among consumers is not lost on the company. Quip VP of growth Shane Pittson once noted in an interview that D2C allowed the company to build a supportive customer base and high-quality products based on constructive feedback, with over 80% of customers completing a post-purchase survey.
- Direct-to-consumer (D2C) is a business model where companies sell their products directly to the consumer without the assistance of a third-party wholesaler or retailer.
- Despite requiring extra work and involvement, direct-to-consumer has several benefits for manufacturers. They include more transparent customer buying data, a higher-quality customer experience, and increased brand engagement and reputation.
- Examples of businesses employing the D2C model include Glossier, Dollar Shave Club, and Casper.
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