What keeps people coming back to D2C?
While starting a shopping mission on a brand’s website has declined a little, actually buying from D2C retailers is more popular than ever. Nearly 88% of Brits have shopped D2C in the last 6 months, and they’ve made an average of 3.9 purchases. People are actually more likely to say they’ve shopped D2C 10 or more times than they are to say they’ve done it only once (11.4% versus 9.3%), showing they clearly enjoy the D2C experience.
And yet the memory of a good shopping experience with a brand may not always be enough to drive a repeat purchase. While 20.8% of respondents said the memory of a previous experience drove them to make their last D2C purchase, a larger 27.1% said it was driven by an online search.
Perhaps this means D2C brands are not doing enough to establish loyalty? But, on the plus side, if people head to a search engine every time they want to make a purchase, it also means there are more prospective customers for new brands. The important thing is for D2C brands to be visible – especially as word-of-mouth appears to lack its usual power in this sector (just 7.7% of people said their last purchase followed a recommendation from a friend).
The effectiveness of other tactics also pale in comparison to search; 10.4% were driven to make a purchase by a social media post, 8.5% by a marketing email, 7.6% by an advert, and 5.3% by seeing the brand featured in the media. There were a few differences in drivers between the demographics that are worth pointing out. Shopping trips by those aged 18-24 were especially likely to be prompted by social media posts (17.5%) and media features (9.8%). Meanwhile, recommendations were most important for those aged 35-44 (11.2%).