The corona pandemic is not only turning the world upside down on a social and societal level: the crisis is also leaving its traces commercially. That is certainly being felt by wholesalers and brand manufacturers, who are now being forced to re-strategize their sales channels. The main message: B2B companies must find ways to sell their products and services directly to the end customer.
But what are the main D2C trends for 2021 that wholesalers and brand manufacturers should consider? In this blog article we will explain.
The rapid changes came like an earthquake for many companies. Already during the first lockdown, the principle of 'survival of the fittest' came into effect: the companies that adapt well to the new situation (using the best technologies) not only survive the crisis, but ultimately emerge even stronger.
McKinsey has conducted research among American consumers and it shows that more than 75% of the shopping habits have changed and the consumer has switched to new brands. This was due to the following three reasons:
Another important factor is the confidence consumers have in a provider. Companies that make optimal use of an eCommerce environment with the associated payment and delivery methods can compete in the new normal.
The forced orientation towards new sales channels pushed many trading companies towards direct-to-consumer (D2C). While the move to D2C was a trend at first, it became dire necessity during the pandemic. The reasons are obvious: more customers buy online and more brick-and-mortar stores are affected by restrictive measures. Although we are still in the early stages of the D2C revolution, the growth of this way of selling will leave a significant mark on the evolution of the industry.
Many B2B wholesalers encountered a special situation during the first lockdown: the products and consumers were there, but the pandemic had disrupted or paralyzed the main sales channels. The innovative vanguard responded by opening D2C sales channels, making products from wholesalers and brand manufacturers directly available to consumers.
The corona pandemic exposes some D2C trends that will play an even more prominent role in 2021: