Direct to Consumer (DTC) Performance Strategy

We’ve learned from our work with some of the largest global organizations that the way we sell goods online is changing. Direct to consumer (DTC) sales are increasingly prominent in the post-pandemic world – and we’ve helped many major clients make the jump. But how do you shift your sales strategy from businesses to consumers? Our digital commerce specialists can help.

What is DTC?

Direct to consumer sales cut out the middleman between manufacturers and the public. Instead of filtering your products down through retailers, wholesalers or sales platforms, you sell direct to the consumer. For some, this can mean less admin and increased profits.

“We want to drive 50% of our business through DTC by 2025.”

The above statement represents what we see in most client briefs. This is quite a shift from the start of the pandemic, when the ask was much simpler: “Find ways to sell my products online to fill the gap left by offline retail”.

So Why Are We Seeing This Shift?

The benefits of DTC strategy.

  • Ownership of 1st party data gives you the ability to market to the customer post sale.
  • Direct sales tend to be more profitable.
  • Enhanced customer engagement can lead to increased feedback which in turn helps create better products/services.
  • DTC is not an on/off switch, but a long-term play. In some cases, the transition can take years, not months = especially if you have deep relationships with wholesalers or other retailers.

Our Approach to DTC Strategy

One key element of our approach is building out your DTC channel alongside other sales channels. Once the DTC site is truly optimized, including the often ignored back-office requirements, we can then start to shift marketing dollars. 

DTC Performance Marketing

For brands to succeed in DTC, and potentially dial back their reliance on third parties, they must have world-class performance marketing.

At IPG Mediabrands Commerce, our performance marketing capabilities are powered by KINESSO. We are thinking about the end-to-end experience, from the initial prospect engagement right through to post-purchase retail operations.

It is only when you have user experience, media, and content working as one throughout the entire funnel that a DTC-first approach will truly pay off. Our experts can provide that end-to-end DTC service while still ensuring your third-party marketplaces and eRetailers are generating the right level of sales.

DTC Search Marketing: SEO & SEM (Paid Search) Working as One

SEO and SEM (Paid Search) are often managed in silos. Given both organic and paid listings co-exist on Google (and all other search engines), a siloed approach is both illogical and inefficient.

Done well, SEO should be the most efficient channel for established brands, as well as well planned and executed SEM. The combined results should be sector leading.

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DTC Display & Programmatic

Display and programmatic marketing should be used to drive both product discovery and sales. At IPG Mediabrands Commerce, we do this by adopting a data-led approach. By enriching your first party data with enhanced retail behaviors and signals, we create personalized experiences and smarter bidding strategies that inspire customers to shop direct.

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DTC Social Commerce & Influencer

Different social channels– and influencers– attract different audience types. That is a given. So which are most suited to your brand and why? Our tools provide that insight and give you the capability to use the social channels that drive DTC.

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DTC CRM & Demand Generation

Many DTC organizations struggle with how to improve engagement within their existing customer base, often finding that their legacy systems and approaches no longer work with their new DTC customers.

IPG Mediabrands Commerce can help fix what you have, build you a new solution, or simply help drive new leads.

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DTC Retail Strategy & Operations. DTC Retail Strategy & Operations

Performance marketing can help drive the sale and give at least a flavor of the brand experience. But after you’ve taken the order, a lack of planning, failing distribution systems, issues with third parties and negative reviews can all detract from the customer experience and impact profitability.

Our specialists in DTC Retail Strategy and DTC Retail Operations are on hand to help.

DTC Site Design, Build & CRO

Even if your DTC performance marketing is best in class, you will struggle to maximize profitability without an exceptional website. It’s crucial the site looks, reads and flows well. Are you missing a video of your product, yet the leading marketplace has one? You might lose the sale and worse, the customer.

We have been optimizing Direct to Consumer sites for many years and built a suite of proprietary DTC tools to help us maximize returns. We’re happy to license these tools to in-house teams, with training built in.

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Ways We Work With Clients

Consultancy

Managed Services

Analytics Support

Our DTC Agency Services

IPG Mediabrands Commerce can help maximize your DTC returns throughout the customer journey. We can identify who your target customers are, drive relevant traffic to your site, and ensure that traffic converts and continues to engage after conversion. We can even help with profitability by working with your retail operations team.

Want to Learn More?

Our dedicated team includes specialists from the retail world and leading global marketplaces. This wealth of commerce experience helps us drive crucial profitability for your brand.

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