By Kyle Fitzsimmons, Marketing Content Manager for Ultra Commerce
What was already trending as a ‘nice to have’ pre-pandemic is quickly becoming a ‘must have’ for B2B and B2C organizations looking to increase revenue durability in uncertain times – multibrand capabilities and embracing the direct to consumer model.
It’s no secret that consumers were shifting online before COVID-19. The convenience of online ordering replaced the bricks and mortar as the preferred shopping method for B2C customers. B2B organizations joined the fray as well, moving their products, purchasing portals and order management systems online for a more cohesive end to end buying experience for their business customers.
What is now trending is B2B and B2C integrating D2C into their business operations to create a multibrand approach to servicing their customers. This ‘be everything to everyone’ approach to drive sales can prove effective during these challenging pandemic times.
In a recent article from Business of Fashion, multibrand retailer Bird Brooklyn discussed its strategy to servicing customers in the pandemic, which includes a broad approach of social media, email marketing, direct calling and even taking eCommerce orders through its stores.
The result is short-term sales growth for the company. “We’ve been able to see really strong support and sales through e-comm that has basically doubled or tripled,” Jen Mankins, owner of Bird, told BoF.
The future of multibrand
Once the pandemic is a thing of the past and life goes back to a form of normal for the world, we will likely continue to see the trend of integrated B2B/D2C and B2C/D2C multibrand companies. The benefits are simply too substantial to give up once experienced: new channels and new opportunities to reach new customer segments and please them with exceptional end to end experiences.
Revenue durability will be the key to businesses not just surviving but thriving in a post pandemic world driven by eCommerce. Multibrand is just one of many factors that will contribute to this online-driven transactional success. Join us in the movement, won’t you?
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