The principles of the D2C (Direct-to-Consumer) model are the basis for building direct relationships between the manufacturer and the end consumer, eliminating intermediaries. This approach allows brands to control all stages of interaction with customers, from marketing to sales, which helps increase audience loyalty and optimize business processes.
Limit offer to one product
One of the ways to leave competitors veterinary email list behind was discovered by Bonobos , a D2C company. It used an original move that took into account the psychology and habits of the buyer. Knowing that for most men, choosing trousers is a real torment, the company's specialists made the process as easy as possible by offering just one model.
Success exceeded expectations! In six months, sales brought in a million dollars in profit. The company decided to apply this technique to other products. Profits increased many times over, allowing the company to reach a new level.
Limit offer to one product
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The same strategy was used in 2013 by Harry’s , a manufacturer of shaving accessories. The undisputed leader in this segment was Gillette , with a huge range of razors and blades for every taste. Harry’s offered a razor of one model, and the first batch sold out instantly. Two years later, the company’s assets were valued at $750 million; in 2018, annual sales amounted to $250 million.
The company's website explained its success this way: "We simply make quality razors. From real men for real men."
Harry's specifics helped the company survive the 2020 quarantine without losses: direct sales using the d2c model helped the company maintain a good sales pace. At some point, competitors from Edgewell Personal Care paid attention to Harry's, they offered to buy the company for $1.4 billion, but the deal was blocked by American antitrust authorities.
Thanks to the new strategy, the company has acquired extraordinary resilience and emerged from the shocks of the 2020 Covid year without losses. Harry's has extended the "no choice" policy to all types of products (men's cosmetics). Business is growing, sales are increasing.
A similar business scenario was used by the mattress manufacturer Casper . In communicating with consumers, the company came to the conclusion that the huge selection of models slowed down the decision to buy. People could not decide which mattress was better. Casper entered the market with a single model of good quality mattress that suited everyone.
A truly ingenious invention was the packaging of mattresses, which solved the problem of delivery and lifting to upper floors. Mattresses were placed in boxes that the buyer could move himself. The need to pay movers disappeared.