Working with 100s of Brands - Analysing, Monitoring, Learning, and Optimising stuff- for them have taught us a few lessons on what it takes for a D2C brand to be successful.

Listen Up!

• 93% of consumers find visual appearance to be the only deciding factor in purchasing decisions. - KEY → Awesome UI

• 57% of online shoppers will abandon a site if it takes over 4 seconds to load. And 80% of them won’t return. - KEY → Speedy Application

• 58% increase in sales by providing the right information. User Generated Content (UGC) along with alternative images, similar products etc. - KEY → Consistency in information for all products/services

Consumers basically want to do what they want, when, where, and how they want to do it.

That’s where Social Commerce comes into play!

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Gen X - 76% on Facebook

Gen Z - 87% on WhatsApp, 65% on Instagram, 43% on Facebook

Across all age groups - 71% on YouTube, 28% on Twitter

How consumers currently use social media to engage with brands

• 68% Ask questions before making a purchase

• 64% Make a purchase Directly through Social Media

• 59% Prefer post-purchase customer support through instant messaging apps like WhatsApp

Noteworthy -

• Facebook ranked #1 in terms of purchase inspiration overall, with significant skew towards older age groups

• WhatsApp is ranked highly across all age groups

General Issues in the Gen Z era -

6/10 are unimpressed when it comes to CX on socials when making a purchase

• Less than 30% of brands provide direct purchase feature through social media

• Among the brands which do, only 40% of consumers feel they are receiving decent enough CX on the socials purchase journey.

With Gen Z showing the greatest frustration, and them being the biggest Market only emphasises the need for improvement in the Social Media side of E-commerce.

What are we talking about?

• Super Flexible Return Policy - 68% of shoppers stay loyal because of a hassle free policy

• Omnichannel Customer Service - Gen Z, the Millennials, Gen X, everyone is on different channels. So, better be on them!

• Seamless Checkout Process - Like a 1-Click Checkout is why 36% of users go through with a purchase.

• Plenty of Payment Options - Brands with over 5 options are considered to be customer centric

• Payment Security - 61% did not complete a purchase due the lack of 1 or more trust seals

Over 65% of purchases are done via smartphones.

And 75% of smartphone users abandon sites if not mobile optimised.

Note - Consumers generally use mobile to compare products, prices etc. Meaning, a brand is at a serious disadvantage if not tuned for Mobile usage.

Paid Media is no Taboo

Harness the power of first-party data - With Apple iOS and Google Chrome entering a cookieless world sometime in 2022, reliance on third parties will gradually decline.

Leverage tools to seamlessly integrate your first party data into advertising channels

(*cough* Logisy *cough* *cough*)

Customers may want privacy but they also want to be approached in a personalised manner. Yeah, like a double-edged sword.

Balance the two and reach appropriately.

If a user has provided signals through daily searches etc that they are interested in a particular product or service, they are prone to expect advertisements specific to those products.

And leveraging user segmentation using first-party data will deliver these desired results.

That’s the end of our talk on 'The Anatomy of a Successful Brand'...

See you on the next coffee date!

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