The best shopping experiences are those that give each consumer the maximum control over their own journey. To create shoppable moments for consumers, social commerce is supporting the Direct-to-Consumer (DTC) business model. DTC brands are bypassing traditional practices, cutting out the ‘middle-man’ and streamlining the buying process.
With an increase of direct interaction between people and brands, at any time, social media is the most powerful tool of a DTC strategy.
Social commerce gives the ability to the consumer to purchase from a third-party company within the social media environment, improving purchasing efficiencies. With 74% of consumers looking to social networks to guide their purchase decisions, owning the sales channel provides valuable insights, to leverage a stronger personalised channel.
To take maximum benefit, brands need to develop interactive content to excite and engage through influencers and communities, generating conversion opportunities for both acquisition and retention. This is becoming increasingly important, as in 2019, we spent on average 2 hours and 11 minutes a day on social media (Likeclicker), this is more prominent than ever before.
Storytelling, promoting transparency and authenticity are a few key characteristics DTCs share to reach out to the emotional side of the consumer, while analysis on data and performance marketing creates personalised experiences.
Looking at the above shows the timelines of the social media evolution and how it has developed.
Currently, 70% of consumers look to Instagram for product discovery, which has led to Instagram’s roadmap taking on a strong shopping path, where they have been trialling in the US with select brands, like Nike and Kylie Cosmetics, to shop directly from the platform. This success has allowed social media networks to transition into a sales platform.
ICP, as a versatile agency, need to align and integrate content with the DAM & PIM tools, needed for long term growth while clients pivot their current ecosystem. The most valuable trait with digital native brands such as Kylie Cosmetics, is that they are entirely in control of the lifecycle of their products.
E-commerce platforms allows brands to develop smarter inventory, leading consumers to take part in conversations about both the product and brand, as well as encourage recommendations and reviews, simultaneously. Globally, consumer behaviour is driven by smartphones and WARC has stated that mobile commerce accounts for 48% of digital commerce sales and it is forecast to reach 70% by 2022.
Emily Weiss CEO of Glossier previously said “Amazon has solved buying but killed shopping”. Buying is intent based purchase, however discovery through the shopping journey of digital serendipity, is the experience consumers are looking for with social commerce and DTC brands.
Reported by Google, this is a trend among a younger audience, however with the effects of Covid-19, this has accelerated the pipeline of a dramatic shift in the evolution which centres business decisions around the customer. Criteo has revealed that 52% of shoppers will purchase more online because of Covid-19. Ultimately, the most successful DTCs are based on repeat purchases and fostering loyalty to strengthen marketing objectives, through social commerce.
Our top tips for social commerce supporting DTC brands:
- Engage with consumers, promoting loyalty
- Work with your social media platforms to convert into a sales platform
- Analyse data and performance marketing to strengthen brand
By Delphine Desplobins, Business Director
Stephanie Maillard, Global Librarian
Stacy Baigent, Senior Content Steward PIM