Direct To You
Our online purchasing habits have changed dramatically over the past five to ten years. Browsing online and checking out within seconds is not out of the ordinary. The growing familiarity of e-commerce is raising expectations for a seamless brand experience. It could be argued that a service which performs exceptionally well might go unnoticed. It simply works. When consumers experience a pain point, it is remembered. Remember the time you received an order that shipped more air than product? Or the time that you had to collect your parcel from a courier depot as you were out when the delivery was attempted? A great direct-to-consumer (DTC) service alleviates these pain points, and in a ‘direct to you’ brand economy, not considering key consumer interactions can impact the experience significantly.
What are the challenges in creating a seamless brand experience?
Designing for shelf is no longer relevant, the rules and requirements have changed in the world of DTC. Designing for variation is the crux of the challenge when delivering products direct to the consumer.
Both large companies and small start-ups are facing the ‘last mile’ challenge. Entering densely populated urban areas creates new challenges and touch points that have not been encountered before.
Variation such as climate can cause massive challenges, as now formulations or even foods must withstand a wide spectrum of temperature variations, given the stability of the retail conditions has been removed.
The mailbox poses a challenge and a potential pain point in delivering a seamless experience. BT successfully identified this as a critical pain point to their customers that they wished to overcome with their BT Home Hub, which was intentionally designed to go through UK mailboxes. Products are ordinarily designed for pallet efficiency and stability. Now there must be consideration on how a single box can withstand unpredictable routes and conditions from couriers. There is no longer stability to ensure that all products will stand upright or securely.
Replenish or customise?
There are two distinctly different propositions that DTC product services offer. Propositions offer convenience, often coupled with potential cost saving by enabling you to replenish items without even thinking about it. Dollar Shave Club, now part of Unilever, are pioneers of the DTC sector, who started out by offering something simple. One blade for one dollar. They have since expanded into oral care with Superba! by DSC. Many have followed in their tracks from new and emerging start-ups to megabrand Gillette, aiming for a piece of the DTC economy. Smol laundry capsules, new to the DTC market, are offering consumers a subscription service to replenish detergent on the frequency you require.
Alternatively, you can curate and customise a purchase. A proposition that is personalised by you, for you or as a gift. Pact Coffee offers a personalised subscription service, enabling you to choose your preferred blend or select your preference based on a recommendation.
We are not just snapping up these customised direct deliveries for ourselves, the pet care market is also growing in the UK. Tails.com, a personalised pet food company have recently been acquired by Nestle Purina pet care. This simple digital platform, asks owners to tell them about their dog and Tails.com creates tailor made food and delivers direct.
Top 5 Considerations in creating a seamless product experience in direct-to-consumer or e-commerce.
1. Consider the implications of changing technology and ordering methods.
Mobile ready is well established, but how prepared is your brand to become invisible with screenless interactions and shopping on the rise?
2. Envisage the total experience and consider the potential variations in conditions of the journey.
An experience map should be the backbone of the project as your product and packaging is developed. You can visually pin point the high and lows of the journey, to prioritise the next iterations before or post launch.
3. One size (probably) won’t fit all.
Consider and understand how attractive your product is if it can’t reach your consumer first time. Subscription services have become more and more sophisticated, ironing out the barriers to creating frictionless experiences. Failing at the first physical hurdle with your consumers could be costly.
4. Packaging is an integrated part of your product experience (not a separate entity).
Your product will be judged by consumers as a total product experience. Designing all components together as a total offer is vitally important.
5. Act responsibly, sustainability is on everyone’s agenda.
Consider how you might encourage consumers to recycle or reuse packaging materials at the end of the life. End on a high, not a low.
In conclusion, creating and developing a coherent digital and physical brand experience is challenging and poses potential pitfalls if not intentionally orchestrated as a total end to end journey. It requires a design thinking approach to successfully discover, define, create, prototype and iterate to ensure you win the hearts and minds of your consumers.
