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Success Stories To Figure Out The Secrets To Their Growth

Shaking up retail

In today’s world, a new generation of disruptive brands are spreading like wildfire and are shaking up retail. These brands build, market, sell and ship their products themselves.

Build, market, sell and ship products themselves

These direct-to-consumer companies are changing the way how people shop. These companies are converting customer preferences and expectations in a new and attracting way.

These companies have made a supreme presence in Google’s search results, with the help of social media such as Facebook and Instagram, they have built up a large number of customers and have grown their audience.

But what is it that sets these brands apart from traditional retailers?

WHAT IS DIRECT TO CUSTOMER RETAIL?

Direct to the customer or D2C retail companies are the ones that manufacture and ship their products directly to buyers without relying on traditional stores. This allows D2C companies to sell their products at lower costs than traditional consumer brands, and to maintain end-to-end control over the making, marketing, and distribution of products.

Bonobos — the $310M brand launched by a single pair of good pants

In the list of direct to customer success stories bonobos is the oldest company founded in 2007. Bonobos launched with a simple premise: make a better pair of pants. The succession of this premise gave bonobos clout with its customer and hence kick started its growth.  

Focusing on pieces where men traditionally had problems with fit bonobos expanded to sell formalwear, swimwear, shirts and other accessories. It was doing a million dollars a year in annual run rate six months after the company was launched.

Andy Dunn and his co-founder started Bonobos with two axioms in mind:

  • Men do not particularly like going out and physically shopping for pants
  • The majority of men have difficulty finding well-fitting pants

They saw that they could build a pair of pants that fit somewhere in between the European and American extremes, and if they did so, they would have a product worth selling

Launch their products: How to get mass mindshare quickly and cheaply?

There is a huge market for things that are a basics necessity of a man, example a mattress, or a shaving razor, as these markets are huge, the brands that dominate them are usually well-entrenched and hard to disrupt.

It is important to establish a high degree mindshare if one wants to enter such markets. It means going for “shock and awe” launch storytelling over a more subtle, slow growth strategy, and most of the D2C companies did that when they got started.

Harry’s — Why 100,000 people lined up for a Harry’s razor subscription

Ever imagined people waiting in line for a razor? 100,000 potential customers gave their email addresses to Harry’s in just one week through its pre-launch campaign. Harry’s was co-founded by Jeff Raider

Raider used a marketing technique that would help his company gain a lot of customers in less time. The basic idea was simple: a waitlist.

Raider decided Harry’s would launch with more of a bang. The basic idea was simple: a waitlist. Users who wanted Harry’s, with its promise of better razors at lower prices, could sign up for the list, but those who shared the campaign with their friends and social networks would get all kinds of prizes for doing so, from free handles to razor blades to pre-shave gel.

Build a better customer experience: How to build an end-to-end brand

Quality is the main focus of D2C companies, but the idea of “quality” here means the overall experience of the customer buying the product rather than the product itself. When you go to amazon to buy a product, you are confronted with a selection of choices. It’s called the “compare to similar items “section, it’s designed to psychologically propel you towards checkout as quickly as possible. You should be able to get the product that you are looking for no matter what product you click on initially.


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