insights! #58: D2C study: these are the challenges you need to master to meet customer expectations

Brilliant that you're back for a new episode of Insights. Today it's about the sixth thesis of our D2C study, and I simply love this one — the thesis is "Consumers have high expectations of their online purchase from manufacturers." And the results on that are alarming for you manufacturers. So stay tuned.

70% of non-D2C and D2C buyers, so essentially all consumers surveyed, value detailed product descriptions, a fast and uncomplicated ordering process, as well as appealing product images and clear layout. So all the things retailers already have. Only you now have to deliver it immediately, so to speak. So you don't have the time retailers have to simply come across as brilliant. That means manufacturers need to ensure that the first version of the online shop, and this of course contradicts a great many agile principles, meets a high quality standard in the customer's interest. But that's not all. Now comes the real bombshell. Consumers expect a much higher level of service. And that's not just about the web shop itself, but the services afterwards. Because the study revealed that when a consumer thinks of the manufacturer, they expect a more accommodating approach to defects, expect spare parts availability, fast delivery capability, all the things you'd expect from the manufacturer, from the retailer anyway, plus even more specifically for this product. And we also have to say, not everything is always immediately achievable. But if you go into this D2C topic, alongside the technology of course there's also the team and the capacity to be able to deliver something like this. It doesn't all have to be automated in the first step, but the services need to be solid. And it very often helps not to think in a typically German way there, but to be very accommodating. That pays into your brand and connects it directly with your social media department. What, you don't have one yet? Listen to episode 4, or thesis number 4.

The online design of the shop itself is also hugely important, because when someone approaches you, approaches the manufacturer, they want lots of information. They expect to get the best information from you manufacturers. We know from many discussions that manufacturers naturally have cut data and also have the information, but not really structured. So if you don't have a PIM yet, it's essential to think about a PIM, a product information management system, so you can pass this data seamlessly to the end customer and of course also to your relevant resellers.

In summary, this means you have a really big challenge there, but you also effectively hold the largest margin share, and you can sell at list price and should sell at RRP, so that of course you also recoup what you need to invest. Very interesting insight from this thesis.

We have three further pieces of information.

Point 1: Of course, the study. After providing your name, e-mail address and phone number. And yes, we'll call you too and look forward to a brief chat. Even if you're not interested or not our ideal customer, you'll receive all the data from this study that will then help you.

Point 2: the core of this study is customer experience. That means we've developed a maturity model showing where you stand with your customer experience. You get that by answering seven questions, plus recommended actions for your situation.

Point 3 as a starter package with the ECC Next, the corresponding consulting arm of the Institute for Retail Research, and our specialists from strategic consulting, a starter offer to move forward on the topic quickly and efficiently without any waffle.