IT Developments facilitating D2C Model |
| Credit: Brand Equity |
OVERVIEW
• Direct to consumers means a company producing a given product in its own facility, as well as distributes it within its own channels
• The idea is to remove resellers, and other companies to brings the company closer to its target audience.
• The IT developments are playing a vital role in streamlining the backend operation to ensure smooth product movement
• The automation helps in ensuring error-free and timely product deliveries leading to a great customer experience
ROLE OF IT
• Search engine optimization (SEO's) enables the brand to increase brand visibility online by making use of search algorithms. resulting in best internet marketing strategy.
Geotargeting- It is a method used by D2C companies to determine who should view their ad based on their geographic location.
• Warehouse Management tools such as Oracle ERP and WMS cloud etc are providing streamlined supply chain operations
• Logistics SaaS solutions such as route optimization and last-mile visibility tools are helping brands to plan delivery networks and routes optimally,
• Customer Relationship Management (CRM) system is helping the D2C brands to attract customers, qualify leads, create targeted campaigns, manage customer data, and provide deep consumer insights
• It provides various customer insights such as web pages visited, previous purchases, shipping details, and other relevant information.
CASE STUDIES
• Milk Mantra, a dairy food product company uses blockchain technology for transparency in supply.
• Scanning labels are printed on the packaging material with which consumers can scan it to track the provenance of milk.
• IKEA, a swedish company dealing in readymade furniture, kitchen appliances and home accessories.
• It launched a augmented reality application thorugh which users can select 2000 ikea products which can be virtually seen by pointing the mobile phone towards the desired spot in the room.
FUTURE PROSPECTS
• From voice recognition to virtual reality, programmatic commerce to artificial intelligence, technology will help D2C surprise and delight customers
• Improvement in Al chatbots will lead to seamless conflict resolution and customer engagement.
• As smart appliances become more widespread, the Internet of Things (IoT) will enable food and beverage companies to offer something new
• For example, cooking and storage information could be leveraged to talk to smart ovens and refrigerators direct from your subscription recipe-box.
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