Being Future-ready in Consumer Markets: Key Strategies for Excellence in the D2C Era
Introduction
Globally, consumer markets are growing at a significant rate, highlighting the evolving role of consumer executive search.
In its June 2023 report, The Brookings Institution, based in the US, highlights the noteworthy growth in these markets. Noteworthy, because it comes despite challenges such as the global financial crisis, the pandemic, the Ukraine conflict, and skyrocketing inflation.
The consumer class touched 4 billion the world over in June 2023, with an additional 113 million expected to be added in 2024. A major part of this growth, about 81%, is projected to come from Asia, primarily India and China. Consumer spending is anticipated to grow by $2.3 trillion in 2024, part of a broader trend of increasing consumer numbers and spending power worldwide. Globally, the number of consumers is anticipated to reach a staggering 5 billion by 2031, reflecting the rapid expansion of the consumer class.
Interestingly, this growth coincides with rapid pick-up in the Direct-to-Consumer (D2C) model under consumer industry services. This has fundamentally changed the landscape of the consumer markets, with significant implications for consumer executive search and consumer recruitment. Driven by advancements in digital technology and changes in consumer behavior, the growth in D2C reflects the increasing demand for personalized shopping experiences and convenience, as consumers seek direct engagement with brands and fast, streamlined purchasing processes.
Navigating the latest D2C trends revolutionizing consumer markets
The rise of the direct-to-consumer (DTC or D2C) market and the evolving consumer habits supporting it are multifaceted phenomena, as indicated by research by KPMG and McKinsey. It is influenced by various factors including technological advancements, changes in consumer preferences, and broader economic trends.
- Pandemic impact and resultant shift to digitalization: The pandemic had a profound impact on the retail landscape, accelerating the shift from physical to digital channels. This rapid digitization changed consumer buying patterns almost overnight, seeding the ground for the growth of D2C channels. As cited by Forbes, global D2C sales witnessed nearly 45% year-over-year growth, with KPMG estimating continued growth at a CAGR of ~23% over 2019 through 2023.
- Benefits for manufacturers and retailers: The D2C model offers manufacturers and retailers several competitive advantages: speedier access to markets, better customer data insights, more control over customer experiences, and improved margins. Bypassing traditional distribution partners helps manufacturers save significantly, boosting their pricing and promotional strategies.
- Growth and market penetration: According to the latest data provided by Statista, in recent years, the D2C model has significantly impacted e-commerce. North America, particularly the US, commands a significant share among digitally-only D2C brands. In 2023, established brands in the US raked in about $135 billion in e-commerce sales, with digitally native brands clocking in $35 billion. The numbers are anticipated to increase to $187 billion and $40 billion, respectively, by 2025.
D2C sites have become a popular online shopping channel due to factors like competitive pricing and quick, free delivery. The most common purchases from D2C platforms align with broader e-commerce trends, primarily clothing and accessories, followed by electronics.
Consumer habits
- Direct relationships and brand control: Brands are increasingly seeking direct relationships with end customers. This approach allows them to gain deeper insights into consumer needs, control the brand experience, and differentiate their offerings. (For instance, Harry’s pre-launch campaign generated significant customer insight through social sharing and waitlists.) It also underlines the significance of strategic leadership in the consumer goods executive search domain.
- Digital channel preference: The shift to digital channels has been significant and is expected to endure post-pandemic. This shift is evident in the strategies of major brands like Nike. As per data provided by Statista, the company’s direct-to-consumer brand NIKE Direct recorded approximately $21.3 billion in revenue in the year ended May 31, 2023. This represents more than double growth in revenues since the financial year 2017.
While D2C offers substantial opportunities, brands face challenges in transitioning to this model. Concerns include fulfillment, pricing, order tracking, and cannibalization of other sales channels. There are economic considerations, too. For D2C to be profitable, companies need to manage their revenue and costs effectively. This includes defining the D2C channel’s role for the brand, adapting product assortments, setting appropriate pricing, and optimizing pre- and post-purchase processes.
Clarion call for C-suite
Understanding these trends is more than keeping pace with market shifts. It will help the C-suite in unlocking the potential for creating a deeply customer-centric organization. For executives, this means leveraging D2C insights to foster stronger connections with their consumer base, personalizing experiences, and ultimately driving business growth. Grasping the shift towards a more intimate understanding of customer preferences and behaviors through D2C channels is akin to taking a transformational approach that can redefine the way businesses engage with their markets. By prioritizing this knowledge, C-suite leaders can spearhead initiatives that align closely with evolving consumer needs, ensuring their companies not only remain relevant but also emerge as front-runners in customer engagement and satisfaction.
Understanding the new reality: Consumer at the driver’s seat
In the business environment today, the power has moved decisively into the hands of the consumer. An insightful research project by US-based human capital advisory firm The Josh Bersin Company, focused on the CPG industry, highlights the change in dynamics.
The new reality demands that companies have the right “Consumer Delight Skills”, which encompass R&D, marketing, and data analytics skills that are crucial for success in the industry. It is the deficiency of these skills that impacts the ability of these companies to design and deliver products that meet consumer desires. As these organizations increasingly shift towards direct-to-consumer sales, they face challenges in reshaping their organizations and talent strategies.
Analysis of hiring trends in the sector shows a high demand for customer experience specialists, R&D scientists, innovation managers, and data science roles, contrasting with a decline in the need for roles like merchandisers, warehouse clerks, and storekeepers. This shift reflects a broader transformation within CPG companies, which now require a range of new skills, especially in digital innovation and manufacturing technologies like smart shelves and robotic manufacturing.
This underscores the need for present-day CPG companies to embrace a variety of digital capabilities, from data-driven decision-making and advanced analytics to predictive factory maintenance.
These organizations are evolving towards a modern, circular, and responsive system that centralizes the consumer in the experience. This approach marks a significant departure from the traditional linear value chain, and hints at the growing need to employ advanced supply chain management techniques for volatile conditions.
Therefore, any organization in the consumer market that is not customer-responsive and does not offer the experience their customers demand or deserve is bound to face the consequences. The pertinent question is what can C-suite do to address the quagmire and build an organization that pivots on customer-centricity?
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Executive strategies for the way forward: How to deliver the right impact?
Insights based on research indicate that the C-suite should draft strategies pivoting on innovation, technology integration, customer-centric approaches, and digital transformation to stay competitive and successful in the consumer markets industry.
- Prudent investments – technology and transformation: Invest significantly in technological advancements and innovations. This is not just in terms of adopting new technologies but also in transforming existing processes and business models to be more technology-driven.
Build transformation roles and positions specifically tasked with driving change and innovation. This could include roles like Chief Innovation Officer, R&D managers, technology strategists, and other similar positions. These roles are focused on identifying and implementing new technologies, processes, or business models that can improve the company’s efficiency, product offerings, and competitiveness.
Increase focus on R&D. Actively engage in researching new ideas, developing new products, or improving existing ones. This could involve experimenting with new materials, testing new production methods, or exploring new product concepts.
When you are at the forefront of industry advancements, you have the foremost edge in striking the right chord with the consumers.
- Systemic solutions for talent strategies: This should be looked at from two perspectives:
1) To effectively navigate the D2C wave in consumer markets, you need to strategically build a workforce that is agile, tech-savvy, and consumer-centric. This will entail a thorough analysis of existing skills and identifying gaps, particularly in areas like digital marketing, data analytics, and customer experience management. It is important to emphasize continuous learning and development, incorporating training programs that are tailored to the nuances of D2C business models. Collaborations with educational institutions and industry experts can provide valuable insights and training resources. Furthermore, fostering a culture of innovation and consumer empathy within the workforce will encourage employees to think creatively and align their efforts with consumer expectations.
2) As the consumer market evolves, the C-suite must actively refine their executive search strategies to identify leaders who can drive D2C initiatives. This involves looking beyond traditional leadership qualities to find executives who possess a blend of digital acumen, innovative thinking, and a deep understanding of consumer behaviors. The search should pivot on prioritizing candidates with a proven track record in digital transformation and customer engagement strategies. Incorporating data-driven recruitment methods could enhance the search process, facilitating a more targeted and effective candidate selection.
Additionally, considering diverse and unconventional talent pools would help in adding fresh perspectives essential for the D2C market. Alongside, you could consider engaging specialized executive search firms with expertise in the consumer industry, as they bring in-depth market knowledge and a network of qualified candidates. Taking these steps will help you in ensuring that your leadership is well-equipped to steer the company successfully through the complexities of the D2C era.
- Innovation in end-to-end consumer experience: How are you advancing the operational skills in managing the entire lifecycle of customer delight?
See how you can streamline operations to satisfy demand and stay ahead in product innovation. Is feedback looped in for effectiveness? What measures will you take to ensure a seamless and delightful experience for the consumer from the first point of contact through to post-purchase?
Utilize as many resources as you can to enrich your understanding. Ponder, discuss with your leadership team, expand your knowledge by leveraging the different platforms, including social media.
- Adapting marketing strategies for digitalization: The digital era, accentuated by the pandemic, has shifted customer dynamics, with consumers having more control and options. Adjust/revisit your marketing strategies and brand messaging to maintain customer loyalty in this competitive, digitally-driven market. Leverage digital channels for outreach and to thoroughly understand the digital behavior of consumers.
Ensure marketing strategies are more data-driven, personalized, and agile to respond to rapidly changing consumer preferences. Brands should focus on creating seamless, omnichannel experiences that resonate with the digital-savvy customer, employing targeted messaging that speaks directly to individual needs and values. Maintaining customer loyalty in this competitive, digitally-driven market requires a blend of innovative technology, creative content strategies, and a consistent brand voice that authentically engages and connects with the modern consumer.
- Shifting business model from manufacturing to consumer-focused: Assess if your business model is focused more on delighting consumers or is it primed just for production efficiency. Understanding and meeting consumer needs and preferences involves a significant transformation in both mindset and operational approach.
To effectively make this transition, map out the necessary steps. This may include prioritizing the hiring of specialists in key areas such as data science, product marketing, and software engineering. These professionals are crucial in gleaning insights from consumer data, developing marketing strategies that resonate with target audiences, and building digital tools that enhance the customer experience. Additionally, you may need to invest in customer relationship management (CRM) systems, e-commerce platforms, and other technologies that facilitate direct engagement with consumers.
It could involve reevaluating product lines, marketing approaches, and even the overall corporate structure to ensure alignment with a consumer-centric vision. Build a culture of innovation and agility, where consumer feedback directly influences product development and business strategies. Pursuing a consumer-focused approach you can create a holistic business model that is robust and aligned with the demands of the modern marketplace.
- Building consumer-oriented, tech-enabled work culture: To effectively monitor, understand, and predict consumer behavior, a consumer-oriented tech-enabled work culture is vital. This highlights the strategic role of consumer recruitment in shaping organizational success.
Encourage a culture of open ideation and innovation where employees are motivated to think from the consumer’s perspective and use technology as a tool for better insights. You may sharpen your training programs to enhance data literacy, invest in cutting-edge consumer analytics tools, or create cross-functional teams that bring together diverse perspectives for holistic strategies.
To integrate these principles into the very fabric of the organization, you could incorporate consumer feedback mechanisms into everyday processes, and set KPIs that focus on consumer engagement and satisfaction. This will help in creating an ecosystem within the organization where every decision, big or small, is informed by consumer data and insights, and where technology serves as a strategic enabler for better consumer understanding and engagement.
- Developing competency in consumer relationship management: Historically, the relationship between the product and the consumer in consumer products and goods was managed by retailers. Today, there’s a need for companies to develop this competency internally, requiring a significant enhancement in skills related to consumer relationship management and predictive analytics.
Invest in CRM software, data analysis, and consumer psychology tools, technology, and skill enhancement initiatives. Understanding consumer behavior, preferences, and purchasing patterns is crucial for crafting personalized and engaging marketing strategies.
Conclusion
Consumers have taken the centerstage in consumer markets, dislodging organizations to the periphery. The growing adoption of the D2C model in consumer markets is indicative of the shift in market dynamics. It is also a wake-up call for C-suite leaders to embrace a transformative approach towards consumer engagement, including innovative strategies in consumer executive search and consumer industry services. Developing competencies in consumer relationship management is an essential strategy for thriving in the digital age.
For executives, this means fostering a culture that is agile, tech-enabled, and consumer-focused, ensuring every decision is made with the consumer in mind. The challenge lies not just in adopting new technologies or practices, but in fundamentally rethinking how to connect with and delight the modern consumer. Navigating the D2C wave is not enough; companies need to set new benchmarks in customer engagement and satisfaction for sustainable growth and leadership in consumer markets.