Warby Parker successfully demonstrated that customers need not physically visit the store to try
spectacles by introducing the ‘home try-on’ scheme. Thus the decision to purchase a spectacle
required only a few simple steps. This example depicts that a few online steps are what it takes to
establish a Direct-to-Consumer Connect.
Direct-to-consumer (DTC OR D2C) marketing is the process when a brand or company creates
a direct marketing service appeal to its customers. Making use of innovative marketing strategies
is key for D2C based brands.
Why DTC marketing?
 Establishes a robust producer-consumer relationship
 Takes into account the market trends and growth
 Branching to more interested audiences
 Setting up the logistics system 
 Allows adaptability in the market
 Builds a community and boosts the brand
 Enables the producers to have greater control over the brand and sales tactics
 
Did you know?
According to recent statistics, one-third of customers have revealed that they purchased directly
from manufacturer sites over the previous year. This resulted in DTC brands seeing a 78%
increase in their marketing budget compared to a 60 per cent increase for traditional retailers.
Contrary to popular belief, starting a successful retail business is not about skyrocketing to the
biggest platforms or to leverage visibility and boom in logistics across the market. Nowadays,
many D2C brands have proven that’s not necessary. Being able to supervise the whole product
journey to the customer is better in a lot of ways. It is also useful to set a sound logistics system.
Building a commercial D2C brand requires sincere work, and in order to yield the benefits down
the road, here are some steps to scale a productive D2C business.
Useful D2C pointers 
The gap in the market as an opportunity 
If you have an aim to build a D2C brand, the objective has to be well defined. The focus should
be on everyday products that are in demand. Customers are attracted to products with great offers
but also those that are genuine. 
 
We have all experienced the annoying instances of coupons with expired dates or offers that did
not apply to specified products. This issue was beautifully addressed by the office supply
company Quill. It created a “coupon clipboard” feature on their website, allowing consumers to
save any coupon codes and storing them in their account and redeeming them together for a
better deal. 
 

Other prime examples are Dollar Shave Club and Harry’s, which took advantage of a market gap
and succeeded. At that time, Gillette was in control of the market share in having blades. It also
very costly, averaging around $6 a blade. Hence, this was a clear opportunity for others to insight
customers with better offers. Harry’s sold their cartridge blades at $1.87 for a piece. Customers
had the option to choose a regular $8 handle or an expensive $20 metal handle. The customers
did need to buy the expensive Gilette brand blade set together; instead, they could buy a blade
apiece. This allowed Harry to gain considerably in its market share.
 Focus on consumer peeves
 
Besides the product’s affordability, the consumer experience appeals to the brand to the
customer.
 
 Many consumers hate to go out for shopping physically.
 Customers hate to find good quality literally means high price. A lowly priced product is also low
on quality. A good quality product at an affordable price always ensures customer satisfaction.
 Providing free return policies to attract audiences that do not purchase from brands that they
don’t know anything about.
 
 Flexible customer offers
Allowing customers a subscription that can be cancelled at any time, not only appeals to them. It
also helps the producer achieve a better customer retention rate. Surveys have shown similar
results in brands like Dollar Shave Club after a yearly subscription with cancellation feature
inclusive had 50% of customers found to be still subscribing to the service. This leads to better revenue and growth.
 
 Celebrity and Micro-Influencers
A YouTube, Twitter, or Instagram influencer can have a powerful impact on a D2C consumer’s
perception of a brand. On account of their immense following, reputation, and standing in their
chosen field and their ability to continually engage with their network of networks, these
influencers often determine the choice of the D2C brand used by their followers.
Conclusion
The strategy of brands to gain direct entry to the market for their product is here to stay. It
removes a middle man’s barrier and provides a direct link between the brand and its consumer.
The benefits of better control over the branding strategies, sales, and customer engagement for
the producers and affordable products at a reasonable price are a win-win situation for all.