This topic aims to outline how traditional CPG/FMCG manufacturing brands could develop D2C solution variations of the reference holistic D2C solution framework
Quick Note: Despite commonalities inherent to the industry; each CPG/FMCG brand is relatively unique (size, geographic reach, product/SKU mix, long-term goals, partnerships, etc.) and as such their D2C solution strategies too would be reflective of their individual goals & capabilities
Part 2 briefly outlined how traditional CPG/FMCG brands could approach designing a reference holistic D2C solution framework…
…that provides the foundation for the development of a comprehensive suite of (business-wide) interconnected D2C services
D2C Solution Variation Scenarios
Whilst developing a holistic D2C solution may not always be a feasible proposition for a number of reasons (capital intensive, operational complexities, et al.)…
…CPG/FMCG brands could leverage the modular nature of the reference holistic D2C solution framework to build D2C solution variations that uniquely address specific business challenges, opportunities &/or requirements as the need arises
These independently developed D2C solution variations could be designed to seamlessly ‘link’ with each other to become a holistic (business-wide) D2C solution at some point in the future
The following scenarios represent an inclusive but not an exhaustive list of potential D2C solution variations; as each CPG/FMCG brand can tailor them to suit their individual goals & needs
D2C Solution Variation #1
Scenario: D2C solution variation that would enable CPG/FMCG brands to directly connect with potential shoppers (think: brand exposure) as well as their existing customers (think: CX-centric support services) exclusively via their own branded digital channels
This solution variation would broadly focus on developing & integrating various initiatives within the D2C core interface module (awareness + support) as well as D2C channel module (web, mobile & IoT)
e.g. digital nutritional information, contests, limited offers, etc. (pre-sale) + managing complaints, product recall notices, etc. (post-sale)
D2C Solution Variation #2
Scenario: D2C solution variation that would enable CPG/FMCG brands to deliver unique experiential brand / product discovery & customer service
as well as facilitate end-2-end purchase & fulfillment journey via their own branded web & social digital channels and (controlled) co-branded physical channel
This solution variation would broadly focus on developing & integrating various initiatives within the D2C core interface module (awareness + commerce) as well as D2C channel module (web, mobile & IoT, physical branded & co-branded retail footprint)
e.g. interactive online learning sessions (pre-sale), in-store experiential product discovery, managing in-store customer support services (post-sale), et al.
D2C Solution Variation #3
Scenario: D2C solution variation that would enable CPG/FMCG brands to deliver exclusive personalized products & services as well as facilitate corresponding end-2-end purchase & fulfillment journey via their own branded mixed digital & social channels
This solution variation would broadly focus on developing & integrating various initiatives within the D2C core interface module (awareness + commerce) as well as D2C channel module (web, mobile & IoT, social)
e.g. social media brand promotion, online (product/service) personalization service, (frictionless) e-ordering, payment & fulfillment solutions, personalized (online/social platform) customer support, et al.
So…
Whilst developing a holistic D2C solution would be an ideal scenario; it many not be realistic for many for traditional CPG/FMCG & retailer brands due to a number of reasons
In these cases; brands can explore developing variations of holistic D2C solution framework that addresses specific business needs… that can also be developed either as the need arises or in stages as a part of their long term strategy & transformation program
Depending on their individual capabilities, needs & goals there are virtually limitless variations of the holistic D2C solution framework that traditional CPG/FMCG, retailer (and other) brands can build, implement and manage
Forthcoming segments will explore an example of a D2C service model, importance of CX as well as the role of data/insights, connectivity & IoT in the provisioning of D2C services
Stay tuned!
