Verticalisation in Commerce

D2C E-Commerce & Marketing

Optimising Multi-stage Sales Processes

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

The digitalisation has sustainably changed sales structures in many industries, posing complex challenges for companies. While retailers further optimise their e-commerce channels, large industrial companies and SMEs must reorient themselves in the Direct-to-Consumer (D2C) e-commerce space.

Opportunities and risks need to be assessed, existing processes analysed, and established structures adjusted to achieve optimal customer centricity. The path to the end customer is often complicated by multi-stage sales structures.

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

Seize Opportunities. Overcome Challenges.

Digitalisation is transforming established sales structures in a lasting way, with the pace of development varying across industries. The decision on whether and to what extent to invest in D2C initiatives requires a careful analysis of opportunities and risks. In the B2B sector as well, direct communication with end customers is essential. Both the opportunities that arise need to be seized and the challenges addressed.

Challenges

  • Logistics & Returns: Logistic processes are often geared towards large volumes, not towards serving and handling individual customers.

  • Customer Service & Support: B2C customer service requires an understanding of specific needs and specialised digital services compared to B2B.

  • Conflict Potential: Existing and functioning partner and trade structures need to be rethought.

  • Complexity: Expanding the target audience and channels increases the complexity in marketing and sales, necessitating adjustments in the team and change management.

Opportunities

  • Valuable Insights: Customer data on behavior, needs, and preferences as the basis for data-driven decisions.

  • Higher Profit Margins: Control and flexibility in pricing through independence from additional distribution stages.

  • Faster Time-to-Market: Direct market testing, feedback, and scaling of new products, as well as the sale of spare and complementary products to end customers.

  • Stronger Brand Presence: Control over brand and product presentation, as well as the use of customer data for brand development.

  • Higher Brand Loyalty: Direct communication and proprietary loyalty programs increase customer retention.

  • Flexibility: Independence from traditional retail through own distribution structures, as demonstrated by disruptive companies (Best Practice Tesla).

01

Customer Journey Audit

Starting Point: We analyse the current customer journey, evaluate customer interactions with your products and brand, and identify relevant optimisation potentials. Because not every touchpoint needs to or can be digitised to create efficiency in the customer journey.

02

Target Vision & Roadmap

In the second step, we define the future, optimised customer journey and derive the necessary steps for implementation. The target picture and roadmap provide sufficient flexibility to appropriately respond to unforeseen events and to plan long-term.

03

MVP Definition & Requirements Documentation

We assist in documenting the business requirements, designing a marketable MVP, and, as needed, developing a strategic roadmap to enable a quick start into implementation.

The ideal strategy for your company

Is building your own online shop worthwhile, or are smaller investments, such as in marketing and communication, the better choice? That depends on many possible factors:

  • Market environment – especially the digital maturity of the industry and competitors as well as regulatory peculiarities

  • Positioning in the competition

  • Suitability of the products for direct sales

  • Experiences with digital technologies

  • Experiences 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?

Digitisation has sustainably changed all industries and shaken up existing business models. Innovative approaches and rapid adaptability are crucial to remain successful in the market.

B2B companies, in particular, must rethink their strategies and consider whether entering direct sales is a meaningful complement to their current business model. Individual influencing factors play a key role in this process. Even if established structures are still functioning well today, you should already prepare for the future. This is best achieved 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 to sustainably succeed in the digital competition and leverage your potential.
Maria Klees, Senior Strategy Consultant

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