How to create a full customer experience for D2C brands:- www.deekpay.com

D2C, or direct-to-consumer, cuts out the middleman and allows you to speak directly to consumers, thereby reducing costs and prices.

Let's take the example of Flatheads, a casual footwear brand launched in November 2019 for urban Indian lifestyle and climate. Next, we'll learn how to build a full-flow customer experience for your D2C brand from the perspective of Ganesh Balakrishnan (Co-Founder and Chief Commercial Officer of Flatheads).

Here's what we'll be discussing about creating a full D2C brand customer experience:

1. What makes the D2C brand different from other brands?

2. Key points every D2C brand must know!

3. How to build your D2C brand customer experience

4. what is the future of D2C brands in India?

What makes the D2C brand different from other brands?

Brands with brick-and-mortar shops need adequate inventory. There needs to be enough shelf space, which puts pressure on working capital. Whereas online brands can be very flexible, helping them to understand the needs of their customers and co-create with them.

Setting up an online shop allows you to take bookings. You don't need a large catalogue of goods. This allows you to create from scratch without stressing your inventory and storefront. You can dialogue with your customers and get quick feedback to iteratively build the products they want.

Essentials every D2C brand must know!

Let's discuss some of the key points that every D2C brand must know when it comes to creating a delightful customer experience.

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The product you create must solve a problem. If your product solves a problem, the likelihood that a customer will buy that product increases.

Building Unique Selling Points (USP)

There may be latent needs in the market that you need to understand. You can learn more by talking to your customers, observing their behaviour and creating better offers. You need to have a unique selling point, solve a problem and use that as a differentiator.

Beyond choice and convenience

Removing the friction of going to the shop and providing convenience is something every brand does. It's important to do something different from them.

Telling the story to the right audience

Identify your segment or audience. Define your customers and mould your identity. You need to tell your customers what you will do and what you won't do because multiple brands can exist in the same category. As offers and customer segments vary, so do communication styles.

How to Build Your D2C Brand Customer Experience

Here are some touchpoints that can help you create an exceptional customer experience.

Creating awareness

You must have a story that resonates with your audience both functionally and emotionally. This helps you build brand awareness.

commit

The commitment you make is crucial. It should be strong enough to get people to pay attention to you. You need to have an attractive offer.

Building trust

Build trust by engaging the people who are talking about your products and getting their reviews and testimonials.

Keeping the value proposition consistent

Your website must speak to the promises you make. The message and language needs to be consistent. It should talk about the fulfilment of customer needs.

Chain interaction after purchase

You need to address your customers' purchase anxiety because the product hasn't reached them yet. Post-purchase communication is important to confirm the brand promise. Here are some ways you can try to address the anxiety:

Send messages to customers via email.

Breaking down friction at every turn

Continuous interaction with customers

Educate customers on why they made the right choice with an educational drip strategy

Returns and refunds

If a customer doesn't like your product, try to ease their anxiety and understand their problem.

Customer Support

This is an important part of the customer experience. It defines the DNA of the brand. it has to be an all-encompassing experience.

You need to understand the context, the type of customer and what resonates with them. If you are able to understand and fulfil their needs, your brand will stay in the minds of your customers.

The value you give your clients is always measured in money. It can't just be a feature. Differentiate your brand from other players in the market. If you can do that, you've solved the hardest part.

What is the future of D2C brands in India?

Here's what Ganesh has to say about the future of D2C brands in India:

This is the most exciting time to create a customer brand in India.This decade of 2020 to 2030 will define what Brand India will stand for. People want a more functional aspect and want an emotional story to connect with. They need something that fulfils their uniqueness. There will be more precise communication and customer segmentation based on their needs. It's an exciting time for D2C brands as the e-commerce curve has changed, which has accelerated the existence of D2C brands. Now is the time to build interesting brands and provide customers with great product experiences.

Check out this video to learn more about the full process of creating a D2C branded customer experience.

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