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D2C
Dhruvin Deora
Evok.in
Date 1
What is D2C?
Business model of selling directly to the consumer and by-passing any other third party such as:
Wholesalers
Retailers
Middlemen
What is D2C
Types of D2C
History of D2C
- Boomed during 1990s dot com bubble
- Local and lesser competition before the advent of modern transportation
- As transportation evolved,
competition grew and wider
availability of products to consumer
History
Advantages
Lower Costs compared to physical store
Advantages
Better Customer Interaction
Scaling Business is Easier
Better Margins and Price Points
Customer Data Retention
Disadvantages
Increased Competition
Eg:
- Pepperfry
- Urbanladder
- Amazon
Disadvantages
Increased Liability
Areas:
- Financial Data
- Personal Data
- Cyber Security
Complex Supply Chains
Points of Vulnerability:
- Order Handling
- Transportation
- Payments
- Reverse Logistics
- Customer Care
Pillars of D2C
The 5 Major Pillars of D2C
Pillars of D2C
Technical
Development
Technical
Platform Management
Monitoring & Maintenance
Marketing
Sales
5
Main Objective
4
Consumer Awareness
3
Online Marketing
Brand Building
2
Offline Marketing
1
Marketing
Product Expertise
Product Quality
Trending Products (Market Knowledge)
Product Expertise
Product USP
Product Placement in sync with Brand
Logistics
Forward Logistics
Warehouse
Merchandizing
Physical Stock validation and synchronization with Portal
Concerns with acquisition, quality check and timely delivery of goods to consumer
Selling procured goods via advertising (this refers to furniture on website other than Evok)
Logistics
Inventory Management
Reverse Logistics
Need to manage existing inventory and future production plan to decide which products to run campaigns on
Concerns with:
- Pickup from customer
- Dropoff at authorized location
- Quality Check for Harm
- Refund of Payment
Customer Experience
For Sale to be Driven The Customer Experience is the most important Pillar. It is dependent on:
After Sales Services and Support
Customer Experience
Modern features available
Seamless and Easy Purchase
User Interface
Role of DT and IT
Developer
Environments
Role of Digital in D2C
These are some of the Major Responsinilities of the Digital and IT Team when it comes to D2C
PLATFORMS
The main responsibility of the Digital Transformation team is to manage and maintain all the platforms which need to be integrated and in sync with each other for a seamless user experience
Platforms
Magento Platform
Magento Platform
Low-code platform with pre-coded modules developed that can be purchased and used as a drag and drop or coding can be used to develop and create the website.
Magento is basically the Portal for Website Management.
To Note: It has its own database that needs to be synced with SAP
SAP
SAP Platform
Enterprise Resourse Planning Software that should contain all the data that is being displayed in the magento platform.
There should be a real time synchronization between Magento and SAP to avoid inconsistency of data.
Payment Gateway
Payment Gateway
Refers to a secure third party
re-direction with which consumer makes payments for the items that he has purchased online. These Gateway then deduct some percentage of transaction value as a fee for this service and transfer the rest of the amount to Evok.
Development Environments
1
Development
2
Integration
3
Staging
4
Live
Inventory Management
Inventory Management
- Managing Online Inventory of Products on the Website with the help of Magento Platform.
- Synchronization of Physical Stock with Online Stock being Displayed.
- This is a continuous activity which needs to be carried out on alternate days as there is no synch between SAP and Magento Database
Customer Journey Enrichment
Customer Journey Enrichment
Basic Customer Journey
Enriched Customer Journey
Analytics
Using data sets and providing dashboards for easy interpretation of data and help in decision making
Analytics
Integrations and Automations
There are several Integrations that are to be managed. Which include:
Integrations and Automations
Customer Profiling
Online Marketing
Ideal Customer Identification on the basis of their Demographics
Role of Marketing in D2C
The Major Components of Online Marketing are:
1. Customer Profiling
2. Marketing Campaigns
a. SEO & SEM
b. Upper Funnel (Awareness)
c. Lower Funnel (Sale Driven)
3. Google Analytics
a. Spending and Bidding on campaigns
b. Impressions Made
c. Users (Asset)
d. Sales
e. ROI
Marketing Campaigns
3 Major Categories of Campaigns are:
1. SEO and SEM
2. Upper Funnel
3. Lower Funnel
Lower Funnel
This is standard offers discounts and other additional coupon codes, loyalty programs, etc. that drive sales
SEO and SEM
SEO/SEM
Concerned with improving the google search score on keywords and thereby selling products
Upper Funnel
Evok.in
Sofas at Evok
Upper Funnel
Comments
Driving Awareness
Google Analytics
Marketing tool that Helps streamline Marketing Campaigns and also give a brief overview of the effectiveness of the campaigns. Commonly used variables are
1. Bidding Amount
2. ROI
3. Impressions Made
4. Users
Current Status
Current Status of Evok
1. Website with basic PDP, PLP
2. Marketing Campaigns to drive clientele
3. Customer End to End journey undefined
4. Bugs Identification and Removal.
5. Unsupportive CSS which hampers development and deployment and loading time
Road Map
1. New UI
2. Defining & improving customer journey
3. Logistics Model (Track My Order Functionality)
a. Base for Hyperlocal
4. Wallet Discount
5. OTP based login
6. Reviews Visible and Store Locator (Endorsement)
7. Code Cleaning (CSS)