Direct-to-Consumer: Traditional sales concept rethought with ROQQIO
The integration of a D2C sales concept into an omnichannel strategy, in which manufacturers sell their goods via different channels, is a forward-looking business model. In this way, brands that do without intermediaries can network all their touchpoints - whether stationary branches at different locations, online shops, marketplaces or platforms - benefit from smooth IT integration and offer cross-channel services. A corresponding solution, such as the ROQQIO Commerce Cloud, serves as a switching point between channels or systems from third-party providers and reduces complexity. In this way, data - for example from the company's own PIM or, if necessary, from an external product information management system - is imported, formats are homogenized and relevant information is passed on to downstream systems such as the web shop. At the same time, the cloud solution links the online world with the locally existing ERP, for example, and forwards price and inventory information to the shop. The customer can choose from uniform return and delivery options across all sales channels: Keywords are in-store return or same-day delivery. Other features, such as Click & Collect, open up additional added value for consumers. The result for the customer is a channel-independent, smooth shopping experience.
The advantages for the manufacturer are obvious: the entire sales process takes place independently and end customers can be reached who do not have an authorized dealer or brand supplier in the vicinity. In addition, the brand has the opportunity to offer products that complement and expand the range of local dealers - and far beyond the area of spare parts. The brand gains a better insight into the connection between product and customer data via its own sales and communication channels. Access to first-party data opens up new, reliable ways for manufacturers to retain customers – by tailoring marketing measures and new products directly to consumer needs. “D2C brands can react flexibly and quickly to market movements without any intermediate stops. After all, they are no longer tied to specific sales channels,” says Frank Noss, Sales and Partner Consultant at ROQQIO.
End customers are demanding shorter and shorter delivery times, no delivery errors and simple purchase or return processing. These high customer expectations put companies under pressure. “The direct route to the consumer (D2C), i.e. doing without intermediaries, is probably the simplest and fastest route of all sales structures. The well-known three-stage business model has changed significantly in the course of digitization and today is far more than classic direct sales," says Frank Noss. Starting with an attractive web shop that offers additional services such as product personalization in addition to the goods, manufacturers use other channels to get in direct contact with consumers. Social media with their integrated shopping functions are becoming increasingly important - keyword social commerce. Manufacturers can also join forces to form a joint marketing platform in order to benefit from synergies in the form of increased reach. In combination with stationary pop-up stores, experience-oriented flagship stores or small curated areas at established retailers, manufacturers create an optimal shopping experience.
About ROQQIO
ROQQIO offers software solutions and concepts for the implementation of the customer journey in omnichannel retail. The portfolio includes systems for merchandise control, POS and the enterprise SaaS application ROQQIO Commerce Cloud. This manages different sales channels and controls complex backend processes, including order management, payment and logistics. The combination of these stationary and online technologies enables a seamless omnichannel experience. Processes such as Click & Collect or the exchange of goods bought online in the branch work smoothly. More than 1,500 companies already trust in the services and solutions of the commerce experts from ROQQIO.
