Brands listen up; get your products off the shelves - and put them on pedestals instead!

Cosmeticsonapedestal

Place your products where they belong: on pedestals

Ecommerce has rewritten the playbook for Direct to Consumer (or ‘D2C’). Where once it meant clunky mail-order, 28-day delivery windows and fulfilment courtesy of a man with a van, it now means state-of-the-art payment processing, next day shipping and as many whizz-bang plug-ins as your server can handle. More importantly, D2C lets brands develop their relationship with their customers at the most pivotal point: the bit where they stop looking up and start coughing up. That’s huge.

So why is most D2C so painfully uninspiring? Let’s take a look at Dyson for a second. You’d expect the most innovative company in the UK to do something really different and exciting with the ‘Shop’ section of their website, but no. You browse to a category, you choose a product, you add it to a basket and you checkout. That’s exactly the same, innovation-free experience you’d have at Currys, or Amazon, or John Lewis. The only real difference? You’re likely to pay about 25% less if you shop around than if you buy direct.

Which is crazy. Brands should be putting their products on a pedestal, not on


▸ Continue reading

DIRECT TO CONSUMER: WHY BRANDS NEED TO PUT THEIR PRODUCTS ON PEDESTALS, NOT SHELVES

Direct<em>to</em>Consumer<em>why</em>brands<em>need</em>to<em>put</em>their<em>products</em>on<em>pedestals,</em>not_shelves

Quick. Think of a brand of vacuum cleaner. If you thought “Dyson”, you’re not alone.

But it’s a different story over on Amazon UK’s Upright Vacuums landing page. You’d expect Dyson to dominate but, in its default “sort by popularity” view, you have to scroll way, way down - past dust-suckers from Gtech, Morphy Richards, Zanussi and Bissell - before you get to a single product from Sir James & Co. Now, there are probably very good reasons why that works for Amazon (who control the algorithm governing that page-view), but it’s obviously less than ideal for a brand who famously obsess over its R&D, production and marketing only to finds its positioning diluted by the promotion of their competitors.

So, what do you do when retail’s no longer your best friend? Well, there’s really only one option: you start selling direct. Ecommerce has rewritten the playbook for Direct to Consumer (or ‘D2C’). Where once it meant clunky mail-order, 28-day delivery windows and fulfilment courtesy of a man with a van, it now means state-of-the-art payment processing, next day shipping and as many whizz-bang plug-ins as your server can handle. More


▸ Continue reading