Seeing a Direct-2-Consumer Approach That Pays Off

Etaily.

Etaily is a one-stop, omni-channel solution that helps businesses sell virtually. Whether it’s content production and channel creation to warehousing and fulfillment, Etaily offers a full suite of services encompassing anything a brand would ever need to get closer to their customers, complete smooth transactions, and bring the product to their customer’s doorstep.

So far, Etaily has worked with SMEs, fashion conglomerates, and Fortune 500 companies such as Vans, Mossimo, Terranova, and more to launch and run their e-commerce businesses at start-up speed.

The Challenge.

Effects from the COVID-19 pandemic and the mass shift to e-commerce have presented a challenge to many brands. Brands with an ability to rapidly scale have an outsize advantage over brands that don’t, especially considering the number of people who have taken to ordering things online.

Brands need to acknowledge that markets have changed a lot in a very little amount of time. Aside from the fact that people stay home to keep themselves safe, the next generation of consumers are digital natives and see more advantages in ordering online.

E-commerce platforms are especially primed to take advantage of this scenario. This also means the market may see a consolidation sooner rather than later. Brands in fashion, home & living but also beauty & personal care, for instance, need to rapidly digitize—or risk falling behind.

The Plan of Action.

A direct-to-consumer (D2C) approach is a possible solution where brands can reach their customers without having to go through wholesalers or retailers. Many businesses incorporate D2C by setting up an online store or joining an e-commerce marketplace.

D2C brings numerous advantages. Because they are so much closer to their customers, D2C brands can build a distinctive brand identity with authentic and consistent communication, resulting in better customer connection and retention. D2C can also leverage customer data to understand better what future products/services they might want. Finally, the D2C model can bring on high average order values, strong gross margins, and repeat rates via subscriptions models.

Implementation.

As an e-commerce enabler, Etaily is a way for brands to efficiently switch to a robust D2C model. In the past, multiple retailers have become successful use cases.

Etaily was able to help fast fashion brand Terranova Philippines, retail department store Landmark, and pet food brand Goodest transition to a D2C model by creating channels for them on leading e-commerce marketplaces like Lazada and Shopee. These moves allowed the brands to meet customers where they are, and continue leveraging another sales channel even when physical stores reopened.

Creating a distinct brand identity by way of content is also another crucial part of D2C, with good content helping enhance brand affiliation and customer loyalty. Etaily also provided product photography services to diversify content for Terranova Philippines. For Landmark, Etaily was able to strengthen the brand’s social media presence and drive traffic to its e-commerce channels.

Etaily was also key for helping the three brands better leverage data analytics. For example, Etaily helped manage social media channels and craft insights from Facebook and Instagram analytics on what target audiences would expect from said brands.

Outcome .

Within the first two months since the brand’s launch, Goodest ranked within the Top 10 brands of the pet care category of the country’s leading e-commerce platforms. Landmark achieved PHP1 million GMV (gross merchandise value) in April 2020 before also becoming recognized as one of the top eight brands in the “Kitchen & Dining” category on Lazada just a month later. Terranova Philippines reported double in terms of business growth rate and monthly repurchase rate, 1.5 times higher in conversion rate and average order value, and decreased cart abandonment rate.

So far, Etaily has worked with SMEs, fashion conglomerates, and Fortune 500 companies to help their brands thrive in an increasingly evolving market. As incorporating a D2C approach becomes more important than ever, Etaily remains ready to help.