{"id":4251269,"date":"2020-04-03T13:06:04","date_gmt":"2020-04-03T11:06:04","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/d2c-customer-retention\/"},"modified":"2020-04-03T13:06:04","modified_gmt":"2020-04-03T11:06:04","slug":"d2c-customer-retention","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-uki\/insight\/d2c-customer-retention\/","title":{"rendered":"Establishing a D2C customer retention strategy during COVID-19"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tEstablishing a D2C customer retention strategy during COVID-19\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t3 April 2020\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tThe COVID-19 crisis has prompted many businesses to fast-track their plans to launch a direct to consumer model (D2C). The impact of nation-wide measures to contain the spread, from store closures through to face-to-face business limitations, are ricocheting through most sectors, placing new challenges on existing supply chains.\t<\/h2>\n\n\n\t\tSome B2B businesses who have an online presence are speeding up their ecommerce plans, launching microsites to target new consumers, while others are focusing on the quickest route to market \u2013 Amazon. Whichever route you\u2019re taking, it\u2019s advisable to not just see these actions as a short term way to open up temporary revenue streams; those who lay solid foundations now can reap the rewards long after we come out the other side of this pandemic. A customer retention strategy will be key to long term D2C success.\u00a0\t<\/p>\n\n\n\t\tIn the simplest terms, does your business encourage repeat purchasing? Seeing the aim as \u2018customer loyalty\u2019 can cause slightly misguided approaches, as consumers are inherently brand promiscuous. People shop at multiple supermarkets, wear Nike, Adidas, New Balance and Asics trainers, and are signed up to Netflix, Prime Video and Now TV. Retention vs loyalty is a fine hair to split, but important. The aim of a good retention scheme is to sell more products, not to cut a rival\u2019s market share.\t<\/p>\n\n\n\t\tOne of the most heralded executions of this principle is Sainsbury\u2019s\u00a0\u2018Try something new today campaign.\u2019<\/a>\u00a0In 2005, the retailer set a goal of \u00a32.5 billion in additional sales over three years. \u00a32.5 billion is a lot. But in terms of current customers, it amounted to just\u00a0 \u00a31.14 extra each time they shopped. Reframing the challenge as, \u2018how do we get shoppers to spend an extra \u00a31.14 on each shop?\u2019 gave rise to the \u2018try something new today\u2019 idea; spend a little more on food you\u2019ve always wanted to try and break the monotony of your go-to set of meals. Sainsbury\u2019s reached their \u00a32.5 billion goal with months to spare.\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t