D2C for people and planet
Ecommerce - Drop the E! Multi-channel marketing strategy to go beyond your Shopify store
D2C For People & Planet #02 - The Wrap-Up
What it takes to go beyond your D2C store and retain customers
Acquisition and retention are some of the meatiest topics in the D2C world and if there was a magic wand that worked for everyone, well, happy days! You know your business best and whilst not everything will work for everyone, luckily there are some tried and tested tricks that deliver results.
The panel we had at our D2C for People and Planet - Drop the E! event were all coming at the the topic from a slightly different perspective and approach which means that our audience was left with a wealth if knowledge and experience when learning about multi-channel strategies, not just e-comm. One common thread that tied the panel conversation together was one that we call “The Brand Moment”. Each brand highlighted a different point at which they had connected with their customers, that was individual unique to them... going way beyond the shopy e-comm store.
If you weren't able to make it or just want to recap on the insights, grab a cuppa and read on..
🍻 Days Brewing
A story of team cohesion and a willingness to be scrappy. We heard Aidan speak about the understanding that the brand can not be perfect in everything it does, however they sure will try to be, but if it is not perfect the lessons learned are greater than learning nothing at all. We also learned about 'The Brand Moment' that drives the unique connection between the Days and its customers. For Days, the moment was the associated feelings connected to having a drink. The switch off, relaxation, the community or simply the habit - Days were all about maximising the drinking moment, with the same great tase of beer, just without the alcohol. This DNA expanded in to the acquisition and retention:
Acquisition
Be bold - Try new things and don’t be afraid.
Collaboration is key: Days X Wild
Retention
Speak to you customers directly - insights are gold
Bad reviews are (possibly) more important than good ones
People & Planet
Days Duty donating 2% off all sales to organisations empowering progressive thinking towards mental fitness.
🥤 MOJU Drinks
A team of go-getters empowering consumers to pursue active lives full of adventure. Josh spoke about leveraging science to ground the benefits of the product with customers, as well as listening to what customers really want from the product. To find that ‘Brand Moment’ connection, MOJU actively went seeking customers at specific times of the day to sample the full force of the product, such as commuters needing a boost or the post lunch slumpers. This education strategy has been employed on a wider brand level as MOJU seeks to change their target consumer habits.
Josh also spoke about how the wider MOJU CRU, such as ambassadors, had to be authentic. Integrity and honesty was paramount to build trust for long term growth. The highlights were:
Acquisition
Be where you customers hang out. Strava Boom Challenge
Don’t reply on a single channel, find a balance.
Retention
Give flexibility of choice. Pick’n’Mix
Educate the functional benefits to grow into daily routines.
People & Planet
1% for the planet pledge.
Partnered with Trees for Cities. Donating money and time to help them re-wild urban areas.
🍭 LICKALIX
We have spoken about being where you customer are, however Karis flipped this on its head slightly and spoke about placing your product where others could not. In this case example for LICKALIX, the county of Devon now requires all sea-front shops to become or be plastic free. As LICKALIX embarked on a plastic free mission years in advance of competitors, they now have an open goal to gain wider visibility and acquisition of customers. Smart more, team!
This was not the only hot topic as we dived into Point Of Sale branding being massively important in those ‘Brand Moment’ decision making seconds as well as understanding how to communicate to audience types, from children to the gate keeping parents & where best to find them - typically in a muddy festival field.
Acquisition
Be in the “The Brand Moment” places: Festivals
Point of sale - Win the decision making thought process.
Retention
Investing in innovation that attracts early adopters
Product quality. Never settling for average.
People & Planet
100% Plastic Free, compostable packaging.
Vegan friendly, 100% Organic, Zero allergens
Purposeful action resonates with customers. These may feel daunting and like a big leaps of faith for you and your business but there is no better reason to take action than protecting the future viability of your business - conscious commerce is a way of future proofing your business because we are seeing more and more customers seek this out.
Thank you to our panel members Josh Lewis, Aidan Thomson and Karis Gesua and everyone who came along to the event and contributed to the lively discussion.