Transform & Grow D2C Brands with a Winning Omnichannel Strategy

74% of businesses have started or implemented an Omnichannel Approach. What this means is for D2C brands going forward, having an Omnichannel marketing strategy that focuses on providing a great customer experience is utmost.

Hence, today we bring to you this exhaustive guide on - All of D2C going Omnichannel.

How an Omni-channel End-to-End Presence Can Transform and Scale D2C Brands

An end-to-end omnichannel presence is no longer a luxury, but a necessity for D2C brands. Using multiple channels can enable the possibility of an efficient and seamless experience for the customer, which goes a long way to increase engagement and loyalty.

With proper implementation, customers can explore the brand on their preferred medium of contact. It could be online through a Web site, mobile apps, social media, or in a store.

What Is Omnichannel Marketing?

It’s the use of several channels and stitching them together to create a unified brand experience and ensure each channel has the same end goal.

Omnichannel marketing is the shift in the attitude of marketers.

Because of this, businesses are shifting away from a campaign focus to a customer focus.

Which is exactly what D2C Brands need!

1. Move from campaign centricity to customer centricity to communicate and connect with customers better using Omnichannel Marketing for Ecommerce Brands.
2. Target individual customers at each stage of their customer journey with the right Marketing tool for Ecommerce.
3. And send messages that will be hyper-personalised and relevant for that customer using Omnichannel Communication for D2C Ecommerce.

Omnichannel retailing is an approach that integrates various channels such as online, mobile, social media, physical stores, and others to provide customers with a seamless and consistent shopping experience. This approach is especially relevant for Gen Z and other generations as they are increasingly using multiple channels to shop and interact with brands.

In the context of e-commerce in India, omnichannel retailing has become more important than ever. Considering eCommerce sales have tripled since 2019 in India. 

Here are some tried and tested omnichannel experiences for Gen Z and other generations in ecommerce:

1. Mobile-first approach: With the majority of online shoppers in India using mobile devices, it is essential to provide a mobile-friendly experience across all channels, including websites, social media, and apps.
2. Personalisation: Gen Z and other generations value personalised experiences, so it's crucial to collect data on their preferences and behaviours across channels to provide relevant recommendations, promotions, and content.
3. Click-and-collect: Click-and-collect or buy online,  is becoming increasingly popular in India. Offering this service can help retailers provide a convenient and flexible option for customers.
4. Social commerce: With the growing popularity of social media, social commerce has become an important channel for ecommerce in India. Integrating social media platforms into an omnichannel strategy can help retailers reach customers where they are most active.

Key Building Blocks for Omnichannel Strategies

A robust omnichannel strategy begins with careful planning and execution across several key areas. Below are the critical components to keep in mind when you are developing and expanding your omnichannel presence.

1. Offline Timing

Moving into offline brick-and-mortar may be a major step for most D2C brands; the timing is everything. Brands should assess demand, where customers are located, and how their online channel performs before getting an offline presence.

2. Appropriate Offline Channels

Once the decision to go offline has been made, choosing the channels becomes a task. It goes from pop-up stores to retail chain partners or even to the D2C-owned branded stores. All the channels have its payback and challenges to be reconciled with long-term goals of the brand.

3. Piloting and Scaling Offline Channels

The D2C brands can collect consumer behaviour data and test operational capabilities through piloting these initiatives offline at small scales without the risks of large-scale expansion.

Successful pilots then facilitate scaling across multiple regions to ensure smooth and profitable growth.

4. Omnichannel Marketing Strategies

More importantly, marketing efforts across channels need to be integrated within any omnichannel strategy. This includes using consistent messaging and branding on social media, websites, apps, and stores. When that is achieved, D2C brands ensure that, irrespective of where customers are engaging with the brand, they are likely to feel connected to the brand.

5. Setting Up Organisational Capabilities

A properly designed omnichannel strategy requires the right organisational infrastructure, that is, a CRM system which would be able to track and identify customer interactions that cut across multiple channels; besides, all departments-from the marketing department to the customer service department-should all align towards an omnichannel approach.

Statistics on How Important Omnichannel CRM is:

The glue that attaches an omnichannel strategy together is a CRM system. In the context of an omnichannel approach, companies can monitor conversations with their customers through different platforms in order to provide the right elements that feed into engagement and loyalty levels.

Tap into Data and CRM Systems

Data is everything in a competitive D2C landscape. Brands must make use of CRM systems that capture every customer interaction-from online purchases to in-store visits. Here are some engaging statistics to emphasise the importance of omnichannel CRM:

74% of Indian customers expect businesses to offer a consistent experience across all channels (Salesforce).

80% of customers would do business with a company which provides personalised experiences across three or more channels (Epsilon).

65% of Indian consumers have switched brands due to poor customer experience on a specific channel (Accenture).

CRM systems enable D2C brands to track this behaviour and use the data to create hyper-personalised marketing campaigns, enhance customer service, and increase retention.

How an End-to-End Omnichannel Presence can Transform and Grow D2C Brands?

Omnichannel consumers who shop through 4 or more channels spend 10-20% MORE than those who use only 1.

Reach a larger customer base: By going omnichannel, D2C brands can reach customers who prefer to shop in physical stores rather than online. This can significantly increase the brand's reach and customer base.

Provides a seamless customer experience: Omnichannel communication ensures that customers can interact with a D2C brand seamlessly across all channels, providing a consistent and personalised experience.

Increases customer engagement: By connecting with customers through multiple channels, D2C businesses can increase customer engagement, build stronger relationships, and create brand loyalty.

Increase sales: With the option of multiple channels, D2C brands can generate more sales by reaching out to a wider audience. Additionally, an omnichannel approach can also help to reduce cart abandonment and increase average order value.

Build brand awareness: Having a physical store presence can help to increase brand awareness and visibility. Customers are more likely to trust a brand with a physical presence and perceive it as more credible.

Collect valuable customer data: An omnichannel approach allows D2C brands to collect valuable customer data from different channels. This data can be used to improve customer engagement and personalise the shopping experience.

Delve into a deeper ‘Panoramic’ view of customer journeys & behaviours. Helping you understand your audience during Pre-purchase, Post-purchase, and Post-delivery.

Enhances marketing effectiveness: By integrating different communication channels, D2C businesses can deliver more targeted and effective marketing campaigns that are tailored to individual customers' preferences.

Improves customer support: With omnichannel communication, D2C businesses can provide support through various channels, allowing customers to choose the channel that best suits their needs.

Seamless integration: Customers expect a seamless experience when switching between channels, so it's essential to ensure that all channels are integrated and work together seamlessly.

End Goal:

A seamless, end-to-end, connected online consumer experience that positively contributes to conversions and brand recall/loyalty.

Stats on the importance of Omnichannel CRM

Omnichannel CRM (Customer Relationship Management) is critical for ecommerce businesses in India as it enables them to provide a seamless and consistent customer experience across all touchpoints, including websites, mobile apps, social media, physical stores, and other channels. 

Here are some stats that highlight the importance of Omnichannel CRM for ecommerce businesses in India:

• According to a study by Salesforce, 74% of customers in India expect companies to offer a consistent experience across all channels.
• A report by Epsilon shows that 80% of customers are more likely to do business with a company that offers personalised experiences on 3 or more channels
• In a survey conducted by KPMG, 76% of Indian consumers said that they expect companies to understand their needs and expectations. (Refer to our blog on personalising communication with Data for more)
• According to a study by Accenture, 65% of Indian consumers have switched brands due to a poor customer experience, or lack of presence on a particular channel.
• A report by Google and Boston Consulting Group indicates that by 2023, over 50% of online sales in India will be influenced by digital touchpoints, such as mobile devices and social media.
• A study by EY found that 85% of Indian consumers use more than one channel to interact with companies, highlighting the importance of omnichannel CRM.

Benefits of omnichannel retailing

Omnichannel approach is one that is personal but non-intrusive, and one that fits into customers’ lives.

Meaning, it needs to cover the following basics -

1) MOBILE ORIENTED

Customers use mobile apps to engage with your brand whenever and wherever works best for them.

So, be present on whichever mobile platform your consumers prefer.

2) BE RELATABLE & RELEVANT

Customers should be able to easily find what they need to know.

Keep it simple. Direct your online consumers based on past visits and other information. Like we do by compiling data from 400+ brands.

3) TARGET SUITABLE CHANNELS

Consumers prefer order updates on platforms like WhatsApp that can be accessed with ease, whereas they look to Email for Invoice details etc.

So, choose what you share in which channel.

4) MONITOR EVERYTHING

Some customers may leave a complaint via a simple comment on Instagram or other platforms - monitor all these minor engagements across channels via a single dashboard.

5) BE TRANSPARENT

Integrate all channels with real-time data to keep your customers informed on orders, shipments, and returns.

What Are The Examples Of Omnichannel Retailing?

Omnichannel options for ecommerce businesses in India refer to the various channels through which customers can interact with the brand, browse and purchase products, and receive support. Like…

Website: 

82% of internet users in India used a website to purchase a product online.

The website is the primary channel for most ecommerce businesses in India. It should be mobile-friendly, easy to navigate, and offer a seamless checkout experience.

Mobile App: 

The number of app downloads in India reached 25 billion, and the average time spent on mobile apps per user per day was 4.6 hours.

Mobile apps are becoming increasingly popular in India as more customers prefer to shop on their mobile devices. A mobile app should offer the same features as the website, such as browsing products, making purchases, and tracking orders.

Social Media: 

46% of consumers in India use social media for product research, and 29% use it to purchase products.

Social media platforms, such as Facebook, Instagram, and Twitter, are important omnichannel options for ecommerce businesses in India. Social media can be used to promote products, engage with customers, and provide customer support.

Chatbots: 

68% of consumers in India have used a chatbot to interact with a brand, and 57% believe chatbots are beneficial for resolving simple issues.

Chatbots are becoming increasingly popular in India as they allow ecommerce businesses to provide 24/7 support to customers. Chatbots can be integrated into websites and mobile apps and can help customers with everything from product recommendations to order tracking.

Email Marketing: 

In 2020, email marketing had an average open rate of 22.3% and a click-through rate of 5.5% in India - making it the 3rd most efficient mode for marketing.

Email marketing is an effective way for ecommerce businesses in India to engage with customers and promote products. Emails can be personalised based on customer behaviour and preferences, providing targeted recommendations and promotions.

SMS Marketing: 

73% of Indian consumers prefer to receive SMS messages from businesses, and SMS messages have an average open rate of 98%.

SMS marketing is a powerful omnichannel option in India as it allows ecommerce businesses to reach customers directly on their mobile devices. SMS messages can be personalised and used to promote products, offer discounts, and provide order updates.

In-App Messaging: 

In 2021, the number of in-app messages sent in India reached 105 billion, and the average open rate was 18.7%.

In-app messaging is an effective way to communicate with customers who are using the mobile app. It allows businesses to offer personalised recommendations and provide solutions to customer problems.

Push Notifications: 

In 2021, the number of push notifications sent in India reached 406 billion, and the average open rate was 9.4%.

Push notifications are an effective way to communicate with customers who have downloaded the mobile app. They provide businesses with the opportunity to offer personalised recommendations and promote exclusive discounts and promotions.

Voice Assistants: 

76% of Indian consumers are interested in using voice assistants for shopping, and 70% brands believe voice assistants will become even more important in the future.

Voice assistants such as Amazon Alexa and Google Assistant are becoming increasingly popular in India, even if not widely adopted by small brands yet - they provide businesses with the opportunity to offer personalised recommendations and make shopping easier for customers.

Case Studies of Successful D2C Brands

Lenskart

Lenskart is perhaps one of the best examples of a D2C brand that has mastered the art of omnichannel retailing. Be it through its advanced mobile app or through its physical stores and social media engagement, the brand allows its users to browse and buy eyewear in multiple possible ways.

Bluestone has been different from the rest, with its integration of virtual try-on technology and seamless return policies set to revolutionise the eyewear space.

Bluestone is a jeweller that has embraced both online and offline channels because it feels that a customer should have an ability to shop from all channels of its choice for a convenient and consistent shopping experience.

It also provides a "try at home" service whereby a person gets products shipped to his house, tries them at home, and then purchases them. Therefore, all channels are truly omnichannel.

AgroStar

The company, founded by Indian Agritech startup AgroStar, enables farmers by providing ease of access to agricultural products, from seed to post-harvesting services, through digital and offline channels.

One such omnichannel ecosystem created by AgroStar connects mobile apps, call centres, and physical kiosks that integrate purchasing processes for farmers across India.

To Wrap it Up

‍Omnichannel communication is crucial for D2C (Direct-to-Consumer) businesses in India.

‍As it allows them to connect with customers through multiple channels, including websites, social media, mobile apps, email, and physical stores, among others. 

If you’re looking to build up Omnichannel strategies, reach out to PRAGMA today!

‍FAQs

What are Omnichannel Strategies for D2C Brands in India, and why are they important?

Omnichannel strategies for D2C brands in India involve seamlessly integrating multiple channels such as online stores, social media, mobile apps, physical stores, and call centers to provide a unified and consistent customer experience D2C. These strategies are essential for D2C brands to meet the evolving expectations of modern consumers who expect to engage with brands across various touchpoints seamlessly.

How can D2C brands effectively leverage different channels in their Omnichannel strategy?

D2C brands can effectively leverage different channels by ensuring integration and consistency across all touchpoints. This includes offering consistent branding, messaging, and pricing, enabling cross-channel shopping and communication, and providing seamless transitions between online and offline channels. By breaking down silos and adopting a customer-centric approach, D2C brands can deliver a cohesive Omnichannel experience to their customers.

What role does customer experience D2C play in Omnichannel Strategies for D2C Brands in India?

Customer experience is central to Omnichannel strategies for D2C brands in India, as it directly impacts customer satisfaction, loyalty, and retention. A seamless and personalized Omnichannel experience ensures that customers can interact with the brand effortlessly across all channels, leading to increased engagement, higher conversion rates, and positive word-of-mouth recommendations.

What are some examples of D2C channels that can be integrated into Omnichannel strategies?

D2C channels that can be integrated into Omnichannel strategies include e-commerce websites, mobile apps, social media platforms (such as Instagram, Facebook, and Twitter), marketplaces (such as Amazon and Flipkart), physical retail stores, call centers, email, SMS, and chatbots. By connecting these channels and enabling cross-channel communication and transactions, D2C brands can create a seamless shopping experience for their customers.‍

How can D2C brands measure the effectiveness of their Omnichannel strategies in India?

D2C brands can measure the effectiveness of their Omnichannel strategies in India by tracking key performance indicators (KPIs) such as customer satisfaction scores, Net Promoter Score (NPS), customer retention rates, conversion rates across channels, average order value (AOV), and return on investment (ROI). By analyzing these metrics regularly, D2C brands can identify areas for improvement and optimize their Omnichannel strategy to drive better results.

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