What keeps people coming back to D2C?
While starting a shopping mission on a brand’s website isn’t that common, actually buying from D2C retailers is a very frequent occurrence. Some 85.6% of Americans have shopped D2C in the last 6 months, and they’ve made an average of 3.3 purchases.
And yet the memory of a good shopping experience with a brand may not always be enough to drive a repeat purchase. While 17.8% of respondents said the memory of a previous experience drove them to make their last D2C purchase, a larger 27.8% 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 when 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 9.5% of people said their last purchase followed a recommendation from a friend).
The effectiveness of other tactics also pale in comparison to search; 12.8% were driven to make a purchase by a social media post, 9.5% by a marketing email, 7.3% by seeing the brand featured in the media, and 6.8% by an advert. 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 (22.8%) and media features (9.5%). Meanwhile, recommendations were most important for those aged 25-34 (11.5%).