Solve a specific customer's problem

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One of the drivers of D2C sales is closing specific customer problems. In essence, this is individual service for regular customers. An example of D2C: the Russian delivery service "PolzAbox", which works with orders for ready-made food for patients with diabetes and stomach diseases. The menu is carefully selected with the participation of doctors and nutritionists.

Consumers quickly appreciated the veterinary email list advantages of "Polzabox", as it closes many problems at once. Considering that these diseases are chronic, users become regular customers.

Another example is the American vitamin store Care/of , which also uses the principle of an individual approach. Each customer has their own set of vitamins. Orders are formed on the basis of questionnaires filled out by customers.

Since 2016, five million questionnaires have been filled out, many of the authors have become regular customers. Investments have begun to flow in, and part of the shares have been bought by a large bank. This has allowed the range of products to be expanded. By 2019, the number of customers has grown by 200%. The controlling stake was bought out by the Bayer holding for almost a quarter of a billion dollars.

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D2C work schemes
The D2C (Direct-to-Consumer) model's operating schemes are varied and depend on the specifics of the business, but they are united by a direct connection between the manufacturer and the consumer. The main focus is on creating effective communication channels, online sales and a personalized approach, which allows for maximum customer satisfaction.

"Personalization"
The point is that a product of one name is maximally adjusted by the seller to the requirements and expectations of each buyer (customer).

A well-known example is dog food from JustRight. The client's desire is to provide their pet with complete healthy nutrition without wasting time on selecting and preparing products. They get all this by filling out a questionnaire on the company's website.

"Premiumization"
The product is presented as a luxury item, available only to the elite. The manufacturer emphasizes that it is bought by the powerful. It cannot be purchased in a regular store - only in an expensive brand store. The product becomes part of the good life, people dream about it. Elite beverage, cosmetics, clothing and shoe stores are decorated expensively and elegantly. A visit to a retail outlet is arranged as a ritual.

"Premiumization"

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However, you can also emphasize the value and prestige of a product in other ways. If you produce chips with an original taste, in small batches and sell them in special places, they will acquire special appeal. Connoisseurs will chase this brand and pay a lot for it.

Time-limited product sales work in much the same way. If a product can only be purchased once a month, it "fuels" the desire to buy it. A person will overpay for the brand and consider themselves lucky.

"Subscription"
A very convenient scheme for selling everyday goods, consumables, and intellectual products (movies, music, podcasts). By subscribing, the buyer receives goods regularly, within the agreed time frame.

It is difficult to overestimate the convenience of a subscription for customers. Having signed a contract, you can forget about buying periodicals, food, ready meals, hygiene products. They will be delivered to you at the right time.

Examples of D2C: Dollar Shave Club, Harry 's. Customers provide the manufacturer with their payment card details and receive razor blades of the desired type at regular intervals.