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1、FeaturingInsights and Best Practicesfor a Hybrid eCommerceMarketing StrategyADD TO CARTHow to Combine DTCand Retail to DriveOmnichannel Growth03Why brands are shifting tohybrid commerce06How to combine DTC andtraditional retail marketing09How to maximize resultswith the hybrid model15Conclusion and

2、furtherreadingThe“DTC or die”era is over.Afteryears of chasing direct sales growth,brands must now find a truemultichannel balance to maintainhealthy margins.Consumers want achoice in how and where theypurchase.They expect a seamlessomnichannel experience acrossevery touchpoint and appreciatecontrol

3、 and transparency when theymake their final decision.By providing shoppers with optionson where to buy,brands can delivera superior experience and grow salesoverall.With a hybrid eCommercemarketing approach,you can achieveincremental sales,avoid stockouts,standardize your brand experience,customize

4、the shopping experience,and apply new learnings across eachof your consumer touchpoints.This eBook shows you how to successfully blend a direct-to-consumerapproach with the traditional retailer model in eCommerce marketing to reapthe benefits of both.We include case studies across several industries

5、 that demonstrate the value ofthis approach.How to Successfully Combine DTC and Traditional Retail to Maximize Sales2TABLE OF CONTENTSLISTEN NOWHow to Successfully Combine DTC and Traditional Retail to Maximize Sales3JULIEN BOUZITATUS General ManagerDTC is much harder today than it was a few years a

6、go,with all the differentchanges in technology and privacy policies.Our strong belief today,at least forthe type of brand we are running,is that you must have a strong retail partner,and you cannot really do it on your own.”WHY BRANDS ARESHIFTING TO HYBRIDCOMMERCEDTC has lost its lusterFor the past

7、five years,traditionalcommerce has chased the success ofdigital native vertical brands(DNVBs).Category disruptors,likeCasper,Allbirds,and Harrys,gotinvestor support and media status,leaving the rest of the market tobuild out direct channels and investin tactics for deeper connections tocustomers.DTC

8、 sales now representabout 1 in 7 global eCommercetransactions.But the business model falls short ofdelivering total growth-especially ina down economy where shopperslook for value,not novelty.Sellingdirectly also comes with thechallenge and cost of productdistribution,something establishedretailers

9、have been perfecting forover a century.Delivery and data collection also gotmore complicated and expensive.When Apple stopped allowing third-party tracking on the iPhone in 2021,understanding shoppers andreaching new prospects gotincreasingly difficult.DTC is still an important channel thatprovides

10、higher margins and greatercontrol over the brand.However,abalanced strategy is critical to long-term profitability and satisfying theomnichannel shopper.How to Successfully Combine DTC and Traditional Retail to Maximize Sales4How to Successfully Combine DTC and Traditional Retail to Maximize SalesSo

11、urce:The MikMak Shopping Index,01/01/2023-08/09/2024*Measured by Purchase Intent Rate5Consumers expect anomnichannel experienceForty-nine percent of shoppers wanta mix of online and in-store shopping,according to Salsifys 2024Consumer Research.Buyersdiscover,compare,and make finalpurchasing decision

12、s across variousonline and offline channels.If a brandproduct is missing or a purchaseoption is unavailable,the sale risksgoing to a competitor.A healthy channel mix is the only wayto build resilience into your businessmodel.By working with retailers aswell as maintaining your direct-to-consumer eCo

13、mmerce channel,youcan better manage profitability,improve distribution and supply chainconsistency,and ensure that youreach the shoppers that are on retailchannels.The art comes when youare able to have a cohesive view ofyour metrics and leverage insightsgathered from one channel to yourbroader go-t

14、o-market strategy.Brands must integrate their online andoffline presences to create cohesive,interconnected shopping journeys.Online platforms provide quick,easyaccess to products,while physicalstores allow customers to see,touch,and try items in person.Boostmarketing effectiveness by engagingconsum

15、ers across every channel.Useconsistent messaging and put theshopper in control of where they buyyour product.Brand websites offering retailercheckout options drive the highestconversionsWATCH NOWHow to Successfully Combine DTC and Traditional Retail to Maximize Sales6JOSH CIERSKIAssociate Director,M

16、ediaWEBINAR ON DEMANDDigital and offline are merging.The notion of a frictionless user experience andthe necessity to give power to the consumer to purchase where,when,andhow they want is critical for us,and MikMak helps drive that seamless path topurchase.”HOW TO COMBINE DTCAND TRADITIONALRETAIL IN

17、 MARKETINGProvide shoppers Where-to-Buy optionsAccording to Salsifys 2024 Consumer Research,65 percent of shoppers citeconvenience as a key factor in making an online purchase.Consumers valuethe flexibility of shopping from their preferred retailer.Using an advancedWhere-to-Buy(WTB)solution,such as

18、MikMak Commerce,can enhance thisexperience by providing multiple checkout options,both online and in-store.A WTB solution can be integrated into a brands website and media to provide aclear path for consumers to find and purchase products from preferred retailers.It typically appears as a buy now bu

19、tton or a product locator that lists retailersselling the brands items,directing shoppers to the retailers site to complete thepurchase.For example,the Personal Care brand DUDE Wipes offers both DTCand retailer checkout options on their brand website.By integrating both direct-to-consumer and retail

20、 sales brands can streamlineconsumers purchase decision process.With fewer obstacles between productdiscovery and checkout,shoppers are more likely to complete a purchase.How to Successfully Combine DTC and Traditional Retail to Maximize Sales7Retailer CheckoutDirect to ConsumerImplement unified pro

21、ductcontent managementA successful omnichannel salesstrategy must provide unifiedproduct content management acrossmultiple channels.With accurate,up-to-date product content availableto all teams,brands can quicklydeploy new products and ensure thatconsumers receive the same high-quality experience e

22、verywhere.A Product Experience Management(PXM)system like Salsify centralizesall product data into a singlerepository,ensuring consistency andaccuracy across different salesplatforms.This eliminates the risk oferrors and delays that can occurwhen product information ismanaged in silos.But the real p

23、ower for hybrid sellingcomes with a PXM solution likeSalsify is connected to Where-to-Buy solution.MikMak is aneCommerce enablement andanalytics platform that enablesmultichannel brands to enableWhere-to-Buy technology on ownedtouchpoints.Brands get a singularview into product performanceacross thir

24、d-party retailers.This hybrid approach to selling withPXM and Where-to-Buy ensuresthat both DTC and Retail channelsconvey the same brand story andshopping experience.By aligningbusiness around a unified set ofproduct data and a wide array ofbuying options,the shopper gets aconsistent and cohesive br

25、and storywith the freedom to purchase whenand how they want.How to Successfully Combine DTC and Traditional Retail to Maximize Sales8LISTEN NOWHow to Successfully Combine DTC and Traditional Retail to Maximize Sales9MICHAL GELLERPresident of eCommerce&DigitalWeve got to get where the brands and the

26、retailers are on the same side.Were trying to find consumers,get them the right product for the right price,and make profitable businesses on both sides.”FIVE WAYS TO MAXIMIZERESULTS WITH AHYBRID ECOMMERCEMARKETING APPROACH01READ CASE STUDYHow to Successfully Combine DTC and Traditional Retail to Ma

27、ximize Sales10Generate incremental salesOffer website visitors the option to purchase from their preferred retailers orplatforms.This increases sales opportunities by catering to different shoppingpreferences.A Where-to-Buy solution makes it easy for your customers to findand buy your products and r

28、educes the need for additional searches.Thisminimizes the risk of losing customers to competitors or distractions.The dermocosmetics brand Biodermaoptimized its website by makingcheckout options accessible within just12 clicks from any page across 32countries.They offer a seamlessinterface that prov

29、ides both their DTCstore and retailer checkout options,making it easy for customers to choosehow and where they want to buy.Bioderma saw a 126 percent increasein Purchase Intent Clicks in one year.This means that shoppers clickedthrough to at least one retailer during asingle visit to the company we

30、bsite2.26 times more frequently after the Where-to-Buy options were in place.Best practice example with MikMak Commerce:02READ CASE STUDYHow to Successfully Combine DTC and Traditional Retail to Maximize Sales11Keep selling when stock runs outSelling direct-to-consumer(DTC)comes with the risk of sto

31、ck shortages,whichcan drive customers to competitors.According to Statista,brands lose anestimated$71.4 billion annually as shoppers seek out-of-stock productselsewhere.A Where-to-Buy solution provides a safety net,allowing customersto find and purchase your products through other retailers when you

32、r DTCstock runs out.Olly integrated MikMak intoits DTC site,which allowedcustomers to purchase out-of-stock products through third-party retailers.When a product is unavailable,shoppers are presented with a Where-to-Buybutton that shows nearby online and in-store options,based on their location.Befo

33、re using MikMak,when products went out of stock,shoppers could onlysign up for restock alerts,but by the time the product became available again,many had already moved on,often purchasing from competitors.Olly saved sales,generating over$28,000 in attributed sales in the first sevenmonths.In fact,15

34、.6 percent of shoppers added out-of-stock products to cartsat major retailers like Target and Walmart.Best practice examplewith MikMak Commerce:03READ CASE STUDYHow to Successfully Combine DTC and Traditional Retail to Maximize Sales12Provide a powerful productexperienceShoppers want seamlessomnicha

35、nnel experiences,high-quality productcontent,and budget-friendly,sustainableoptions.A cohesive brandnarrative is foundationaland you must ensure aconsistent experience,whether customersengage online or offline.To achieve this,brands must clearly define their storyand ensure every touchpoint,from med

36、ia campaignsand websites to retailer product detail pages,reflectsthis narrative consistently.Visual elements like logos,color schemes,and themes should be uniform acrossplatforms,while the brand voice must resonate withthe same personality and values.Salsify provides acentralized source of truth th

37、at meets the requirementsof each endpoint.When combined with MikMakspowerful Where-to-Buy technology,brands can adopta hybrid selling model with the confidence thatwherever they buy,consumers will see a reliable andrelevant product story.Califia Farms,the plant-based beverage brand,transformed its D

38、TC website from a simple content hubinto a high-performing sales channel,resulting in a 400percent increase in units sold for key products.Thistransformation was driven by the integration of Salsify,which centralized all product data into a single sourceof truth.This allowed Califia Farms to elimina

39、tecommunication errors,accelerate time-to-market,andoptimize product content based on customer insights.Best practice example with Salsify:04READ CASE STUDYHow to Successfully Combine DTC and Traditional Retail to Maximize Sales13Enhance the customer experienceSixty-one percent of shoppers expect co

40、nsistent communication acrosschannels,with their shopping journey.Whether through your DTC platform,online retailers,or physical stores,its important to make it easy for customersto find and purchase your products without friction.DUDE Wipes prioritized consumer convenienceby offering both DTC and r

41、etailer checkoutoptions on their brand website,givingcustomers the flexibility to choose theirpreferred purchasing method.With a brandvoice that leans into a direct and sometimesirreverent tone,the company decided toembrace an omnichannel strategy in an effort toimprove conversion rates and ROI.The

42、resultwas a 73 percent decrease in cost per click.Best practice example with MikMak Commerce:SEAN RILEYChief ExecutiveDude/PresidentWeve chosen to pump traffic to key retailers withMikMak instead of DTC because we believe this iswhere our DUDES want to buy.Youd have a hard timeconvincing me the ROI

43、isnt better,with higherconversion rates and less cost for creative iteration,customer service,ad specialists,and more.”05How to Successfully Combine DTC and Traditional Retail to Maximize Sales14Optimize performance across allchannelsImplementing a Where-to-Buy solution on your website gives you val

44、uableinsights into both your DTC and retail channels.These insights enable you totrack and analyze purchasing behaviors across all platforms.For example,doyour DTC customers purchase different items compared to those who buy fromretailers?Which ads drove the most traffic to your DTC store versus you

45、r topthree retailer partners?By examining this data,you can optimize your marketing strategies to bettertarget different audience segments.Additionally,by demonstrating how youactively drive sales to retailers through collected data,you strengthen yourbrands value proposition to retailer partners.Mi

46、kMak provides retailer-specificconsumer insights,which you can use during joint planning discussions tounlock additional shelf space and secure more media value.ZEGO,a Food brand,enhancescustomer convenience by offeringcheckout options at both their DTCstore and preferred retailers.UsingMikMak Comme

47、rce,theyveseamlessly integrated these options ontheir Product Detail Pages,displayingall checkout choices in one interface.This flexibility not only improves theshopping experience but also helpsthe brand avoid stock-out issues.Best practice example with MikMak Commerce:How to Successfully Combine D

48、TC and Traditional Retail to Maximize Sales15CONCLUSION ANDFURTHER READINGIn todays retail landscape,the hybridmodel combining DTC and traditionalretail channels is becoming a keystrategy for growth.As the DTC-onlymodel peaks,brands are recognizingthe importance of integrating onlineand offline expe

49、riences to meetconsumer needs.Data analytics,Where-to-Buy solutions,andseamless omnichannel experiencesare driving this shift.By adopting ahybrid model,brands can expand theirreach,improve customer satisfaction,and build loyalty.Case studies from brands likeBioderma,DUDE Wipes,CalifiaFarms,and ZEGO

50、Foods show howthese strategies optimize sales andenhance customer experiences.Tosucceed,brands must maintain aconsistent brand narrative,leverageretailer data,and adapt to changingconsumer expectations.By doing so,they can thrive in the evolving retailenvironment,gaining greaterprofitability and str

51、onger customerconnections.FURTHER READING How to Accelerate Sales with Where-to-BuySolutions on Brand WebsitesScale DigitalCommerce withProduct ExperienceManagementShoppable Media and Where-to-Buy RFP GuideACCESSACCESSACCESSMikMak is a global leader in eCommerce enablement and analytics.Our platform

52、accelerates brand growth by activating commerce where shoppers spend time andby measuring the omnichannel outcome of those interactions.MikMak connectsbrands with nearly 10,000 retailers across more than 80 countries,helping brandsdrive conversions and improve marketing profitability.For more inform

53、ation, ABOUTSalsify helps thousands of brand manufacturers,distributors,and retailers in over140 countries collaborate to win on the digital shelf.The companys ProductExperience Management(PXM)platform enables organizations to deliver the bestpossible product experiences across every selling destina

54、tion.For moreinformation,visit .ABOUTCONTACT USWith the integration between MikMak and Salsify,brands can seamlessly manageand synchronize their product data across different devices throughout theconsumers buying journey.This direct integration ensures optimal management andautomatic synchronization of all product data on the MikMak Platform,providing aseamless and cohesive experience for consumers across all touchpoints.How to Successfully Combine DTC and Traditional Retail to Maximize Sales16