Verticalization in retail

D2C E-Commerce & Marketing

Optimizing multi-level sales processes

Ein Mann steht in einer Lagerhalle und schaut auf ein iPad in seiner Hand.

Digitalization has permanently changed sales structures in many sectors, presenting companies with complex challenges. While retailers continue to optimize their e-commerce, large industrial companies and SMEs must reorient themselves in direct-to-consumer (D2C) e-commerce.

Opportunities and risks must be assessed, existing processes analyzed and established structures adapted in order to achieve optimal customer centricity. The path to the end customer is often complicated due to multi-level sales structures.

As experts in e-commerce, digital sales and digital marketing, we have been supporting companies in the implementation of customer centricity approaches for over 25 years - both when entering D2C e-commerce and with end customer-specific communication strategies.

Take advantage of opportunities. Mastering challenges.

Digitalization is permanently changing familiar sales structures, with the speed of development varying depending on the industry. Deciding whether and to what extent to invest in D2C measures requires a precise analysis of the opportunities and risks. Direct communication with end customers is also essential in the B2B sector, and it is important to take advantage of the opportunities and overcome the challenges that arise.

Challenges

  • Logistics & returns: Logistics processes are often geared towards large quantities, not towards serving & processing individual customers.

  • Customer service & support: B2C customer service requires an understanding of nature and special digital services compared to B2B.

  • Potential for conflict: Existing and functioning partner and retail structures need to be rethought.

  • Complexity: Expansion of the target group and channels increases the complexity in marketing and sales, which requires adjustments in the team and change management.

Opportunities

Valuable insights: Customer data on behavior, needs and preferences as a basis for data-driven decisions.

  • Higher profit margins: control and flexibility in pricing thanks to independence from other sales levels.

  • Faster time to market: direct market testing, feedback and scaling of new products, as well as distribution of replacement and supplementary products to end customers.

  • Stronger brand presence: control over brand and product presentation and use of customer data for brand development.

  • Greater brand loyalty: direct communication and own customer loyalty programs increase customer loyalty.

  • Flexibility: Independence from retailers through own sales structures, as demonstrated by disruptive companies (best practice Tesla).

01

Customer Journey Audit

First step: We analyse the current customer journey, evaluate customer interactions with your products and your brand and identify the relevant optimization potential. After all, not every touchpoint must or can be digitalized in order to generate efficiency in the customer journey.

02

Vision & Roadmap

In the next step, we define the future, optimized customer journey and derive the necessary steps for implementation. The target image and roadmap offer sufficient flexibility to be able to react appropriately to unforeseen events and plan for the long term.

03

MVP definition & requirements documentation

We provide support in documenting the technical requirements, designing a marketable MVP and, if required, developing a strategic roadmap to enable a quick start to implementation.

The perfect strategy for your company

Is it worth setting up your own online store or are smaller investments, e.g. in marketing and communication, the better choice? This depends on many possible factors:

  • Market environment - in particular the digital maturity of the industry and market competitors as well as regulatory peculiarities

  • Competitive positioning

  • Suitability of the products for direct sales

  • Experience with digital technologies

  • Experience in dealing with end customers

  • Internal processes and structures in marketing and sales

  • Availability of resources

  • Existing and potential partnerships

Is this even relevant for my industry?

Digitalization has permanently changed all industries and shaken up existing business models. Innovative approaches and the ability to adapt quickly are crucial to remaining successful in the market.

B2B companies in particular need to rethink their strategies and examine whether an entry into direct sales is a sensible addition to their current business model. The individual influencing factors are decisive here. Even if the established structures are still working well today, you should prepare for the future now. The best way to do this is with an experienced partner.

Ready for something new?

Together on the path to customer centricity! We support you in developing the right strategy for your company in order to assert yourself in the digital competition in the long term and exploit your potential.

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