7 fundamentals to ensure your direct-to-customer (DTC) brand succeeds: Lessons from the best-in-class DTC founders

Speaker: Mike Stephens- Author, The Direct To Consumer Playbook

Mike Stephens, author of ‘The Direct-to-Consumer Playbook’ spent two years writing a book using the best DTC companies as case studies. It encapsulates the best strategies and tactics to grow a business, including how to grow a digital marketing agency.

7 fundamentals to ensure your direct-to-consumer (DTC) brand succeeds

Technology and tactics change so much due to the shifting landscape of the virtual world that it does not include those, but instead seven fundamental considerations for direct-to-customer (DTC) relations.

1. Purpose

Understanding what your mission / vision is can motivate you and your team through even the toughest economic challenges. Furthermore, it can connect your brand to your customers, united through a common purpose or desire.

E.g. Huit Denim’s purpose is to bring back denim manufacturing to Wales. 

2. Brand 

In a world saturated with brands of every size and age, you must invest in this properly. Take time to think about how you want to come across; both in terms of your purpose, as mentioned above, but also your aesthetic. 

Consider the connections your brand makes public, including suppliers, influencers, ambassadors. What do these people also stand for, is this consistent with your brand, should you change this? This should be an ongoing process over time. 

Make sure your brand is cohesive across each channel, keep your brand image consistent and clear.‍

3. Community

Your community will buy every product that you make. They will be your advocates and your critics simultaneously. Understanding how they think, what they are interested in, try to pre-empt their next thoughts to stay ahead of the curve. 

Always offer the opportunity for feedback and respond respectfully and promptly. Grow your community organically and you will create a large, loyal customer base for your brand.‍

4. Zagging not zigging

You decide what it is that you do. Stand out and be different in this ultra-competitive world. The product must be 10x better than the others. If it is not, create a better one. You should have a USP (unique selling point) that means no other business can do what you do. ‍

5. Help your customers‍

Put your customers at the forefront of everything your business does and you will be well on the way to success. Offer a smooth customer experience from start to finish. Make sure your product solves a problem or a pain point in your customer’s life. Deliver top notch customer service and learn from mistakes. 

6. Use your data

Understand it and use it to create a two way conversation. 

Split your customers into segments. This could be based on their spending habits, searching habits, or demographic depending on what is best for your brand. Make sure you update this regularly then use this data to make their experience with your business more personalised. If you know that they are looking for woollen hats, why not suggest matching scarves and gloves?‍

7. (Always) think beyond DTC‍

Direct-to-customer understands that the customer has the power in the current retail environment. Use all of the information that your customers provide you with to build up a better image of your community. 

Whilst DTC will probably not replace all other forms of retail it is a strong reminder that a quick and easy customer experience is one of the main priorities in the current consumer environment.

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This blog is part of a series, based on our Co-founder Nathan’s visit to The eCommerce Expo 2022.