Why 2018 should be called the “Golden Age of Selling Direct”
2018 should be called the “Golden Age of Consumer Selling.” Gatekeepers have less and less power and the best brands can now bypass barriers and speak directly with consumers. While this may seem like a subtle shift, there is a dramatic opportunity to cut out margin stealing intermediaries, lowering prices for consumers while fattening corporate margins. A recent study highlights the importance of branded websites as the majority of consumers expect a better more engaging experience from the brand manufacturer’s site over 3rd party sites.
Creating a strong digital strategy includes managing a strong web presence. Pay-per-click, SEO and social media are all important “pipes” for routing consumers to product information and sales pages. Authoring a brand website as a primary source for sales and product information creates a seamless experience builds consumer trust and loyalty.
Astound Commerce surveyed 1,000 consumers who’ve shopped online and have visited a brand manufacturer's website during Q3 of 2017. The survey found the majority of these shoppers (54 percent) turn to brands over 3rd party retailers. That survey found that consumers expect a brand site to have more comprehensive product information, better customer service, lower prices, and more options.
Shoppers Frequently Turn To Manufacturers To Purchase Directly
55 percent of shoppers prefer to shop directly with brand manufacturers over retailers, according to Astound Commerce Insight's "Global Brand Shopper Survey". The researchers also found that 59 percent of respondents already use a brand manufacturer's website for researching products and usually make their purchase there as well. About 37 percent of respondents said they expect a more engaging and informative experience on a brand manufacturer's website than a retailer's. Pricing was also a concern, with half of respondents expecting better prices on a brand manufacturer's website compared to a retailer's website.
This shift toward brand website engagement has huge implications for sales and marketing departments. Companies invest thousands to build brand loyalty while often neglecting to invest equally in their digital experience. Owners can't rely solely on retailers as consumers attitudes and behaviors shift. In an age of unlimited and often unvetted information, research shows 58% of online shoppers have visited 5+ brand manufacturer websites. Many expect a brand's website to be as effective as a salesperson at a store.
Effective Communication And Contact Is Key
A way for a brand to make their website more useful to the consumer is allowing multiple avenues for their questions to get answered. For example, a frequently asked questions section is always useful. Live chat is a popular way to provide customer service to consumers at the brand site. Making sure that commonly searched information such as price, size, and shipping options are all easy to find on the website.
Effective use of PPC sitelinks, callouts and organic quick text options can highlight new products features. They can increase direct sales from the brand's website while also supporting retail sales as consumers search for more information about the product they’ve seen at a store. A well-made brand site is able to work as advertisement even if the people are buying from retailers.
Businesses Can No Longer Rely On 3rd Party Retailers To Manager Their Presence
All of this means that business owners can no longer afford to skimp on digital development and their brand's website. It's no longer enough to provide basic information. People who are coming to the brand site will have detailed questions and they will have higher expectation for the information given. After all, if the brand's website can't answer the questions, who will?
Dan Peterson is the Founder of Attis Media, a Leading Digital Marketing Consultancy.