D2C brands that have gone omnichannel: 2024 report 

Direct-to-consumer (D2C) brands have experienced unprecedented growth in recent years, reshaping the retail landscape and consumer expectations. The emergence of D2C brands has disrupted traditional retail models, allowing companies to sell directly to consumers. This direct approach has enabled brands to have more control over their products and fostered a closer relationship with their customer base. 

As traditional retail models face formidable challenges, consumers are now demanding more personalized and convenient shopping experiences. In response to these changing dynamics, D2C brands are adapting by integrating an omnichannel approach into their business strategies. An omnichannel strategy seamlessly integrates various shopping channels, both online and offline, to provide a cohesive and consistent experience to customers. D2C brands are increasingly adopting this approach to expand their reach, enhance customer experience, and stay competitive in the market. 

This blog aims to provide insights into the evolution of D2C brands and their transition towards an omnichannel approach. By examining the factors driving this transformation and analyzing the current landscape, we can gain a deeper understanding of how D2C brands are reshaping the retail industry. 

D2C brands adapt with omnichannel strategies.

Rise of D2C Brands

While digital channels have been instrumental in the success of D2C brands, many now recognize the importance of a physical presence to expand their reach and provide a seamless shopping experience. This has led to a significant shift towards an omnichannel approach, projected to account for 22.3% of retail sales, surpassing 5,418,367 million by the end of 2024. 

The rise of D2C brands is due to advancements in technology, changing consumer preferences, and the shift towards e-commerce. Through innovative marketing, enhancing customer experience, and leveraging social media, D2C brands have achieved remarkable success. Brands adopting omnichannel strategies observe a 3.5X higher engagement rate. When strategically positioned, the offline channel becomes a powerful driver of organic foot traffic, offering a unique platform to immerse customers in a brand’s identity through sensory encounters such as visual appeal, tactile engagement, and experiential ambiance. 

Case Studies of D2C Brands Implementing Omnichannel Strategies

Brand 1: Peachmode 

Peachmode, a notable name in the Indian fashion industry, has been setting trends and redefining the online fashion space since its inception. Founded in 2013, Peachmode quickly gained popularity by offering a wide range of trendy and affordable ethnic wear for women. In 2022, Peachmode made a strategic decision to embrace an omnichannel approach to enhance its customer experience and expand its reach.  

The omnichannel approach by Peachmode involved the implementation of various strategies, including: 

  1. Click and Deliver from anywhere: Customers can browse Peachmode’s entire catalog online and place orders to be delivered from their nearest physical store, providing them with flexibility and convenience. 
  2. In-Store Returns and Exchanges: Customers can return or exchange their purchases at any Peachmode store, ensuring seamless transactions and maximizing customer satisfaction. 
  3. Unified Inventory Management: Peachmode integrated its inventory systems to ensure that customers have access to the same products and stock availability online or in-store. 
  4. Enhanced Customer Service: By investing in training its staff to provide consistent and high-quality service across all touchpoints, peachmode ensures a seamless experience for customers. 

Peachmode’s journey to becoming an omnichannel brand has provided valuable insights for the industry: 

  1. Customer Convenience is Key: By offering multiple touchpoints for customers, Peachmode has significantly enhanced convenience, leading to increased customer satisfaction and loyalty. 
  2. Data Integration is Essential: Peachmode’s success underscores the importance of having a unified inventory and customer database to ensure consistency across all touchpoints. 
  3. Invest in Staff Training: staff training is essential to ensure that the omnichannel experience is seamless. Peachmode’s staff training initiatives have played a crucial role in delivering consistent service.

Brand 2: Berrylush 

Berrylush, a fast-growing D2C fashion brand, was founded in 2018 with a mission to provide trendy and affordable clothing for women. With a strong online presence, Berrylush quickly gained popularity among fashion-forward consumers. In 2022, Berrylush embarked on a journey to adopt an omnichannel approach to enhance its customer experience and drive further growth. 

The brand’s transition to an omnichannel model involved several key initiatives: 

  1. Opening Physical Stores: Berrylush strategically opened physical stores in high-traffic areas, allowing customers to experience the brand in person. 
  2. Integrating Online and Offline Channels: Berrylush integrated its online and offline channels, allowing customers to browse, purchase, and return items through the channel of their choice. 
  3. Enhanced Mobile Experience: Berrylush invested in enhancing its mobile app to provide a seamless shopping experience for customers on the go. 

Berrylush’s adoption of an omnichannel approach has yielded several measurable outcomes: 

  1. Increased Sales: By offering customers multiple touchpoints to engage with the brand, Berrylush has experienced a significant increase in sales, both online and offline. 
  2. Integrating Online and Offline Channels: Berrylush integrated its online and offline channels, allowing customers to browse, purchase, and return items through the channel of their choice. 
  3. Enhanced Brand Loyalty: Berrylush has seen a boost in brand loyalty, with customers returning to the brand for their fashion needs due to the seamless and consistent experience.  
D2C brands revolutionize retail, adopting omnichannel for enhanced consumer experiences.

Key Trends and Insights

The journey of Peachmode and Berrylush serves as a testament to the transformative power of omnichannel strategies in the D2C space. 

  1. Emergence of Hybrid ModelsThe success stories of Peachmode and Berrylush underscore the emergence of hybrid models in the D2C space. By combining online and offline channels, brands can create a seamless and convenient shopping experience for customers. 
  2. Importance of Data and Analytics Brands need to invest in robust data and analytics capabilities to ensure a unified view of inventory, preferences, and shopping behavior across all channels. This allows brands to personalize the shopping experience and drive engagement. 
  3. Role of Technology in Facilitating Omnichannel Experiences From inventory management systems to mobile apps, brands need to leverage technology to seamlessly integrate online and offline channels.
  4. Consumer Expectations and Preferences Today’s consumers expect convenience, flexibility, and personalization in their shopping experience. Brands that can meet these expectations by offering omnichannel experiences will have a competitive edge in the market.
  5. Flexible Payment Options E-commerce commonly faces the issue of high cart abandonment rates, which have soared up to 70%. DTC brands are effectively addressing this challenge by offering flexible payment options, resulting in increased profits. 

D2C brands redefine retail, embracing omnichannel for personalized experiences. 

Role of Browntape in Facilitating Omnichannel Integration

Among the many challenges D2C brands face, one of the most critical is ensuring a seamless omnichannel experience for their customers. Browntape emerges as a significant player, offering innovative solutions to streamline and integrate the omnichannel experience through intergations with the brand’s ERP and point of sale solutions. 

Results and Benefits of Browntape’s Solutions: 

  1. Streamlined OperationsConsolidates all e-commerce sales channels into one easy-to-manage interface. This eliminates the need for manual data entry, reducing errors and saving valuable time and resources. For this, the relevant APIs are available from Browntape and the Browntape team has been integrating all the leading ERP and point of sale solutions in India
  2. Inventory Management Maximizes inventory management efficiency across multiple channels for D2C brands. Real-time synchronization ensures that inventory is accurate and up to date, preventing stockouts and overstock situations. 
  3. Order Fulfillment Seamlessly integrates with shipping partners, Browntape ensures timely and efficient delivery, enhancing the overall customer experience. 
  4. Customer Experience Allows access to accurate product information and order status updates, customers can shop with confidence, fostering loyalty. 
  5. Data Analytics Provides valuable insights via its robust analytics dashboard. D2C brands can leverage this data to make informed decisions, optimize their strategies, and drive business growth. 

Pioneering Omnichannel Integration for D2C Success with Browntape 

Looking ahead, the future landscape of D2C commerce will be defined by brands that embrace omnichannel integration. Omnichannel integration is not just a trend; it is a fundamental shift in the way businesses operate and interact with customers. As technology continues to advance and consumer expectations evolve, D2C brands must be agile and adaptive. Browntape plays a crucial role in this evolution, providing the tools and support D2C brands need to thrive in today’s competitive market. By integrating various sales channels, streamlining operations, and enhancing the overall customer experience, Browntape empowers D2C brands to achieve their goals and objectives. 

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