How to Stand Out in a Sea of D-to-Cs

In today’s retail landscape, building connectivity with your consumers is more important than ever. Amplified by the past year’s events, e-commerce as a percentage of retail sales is rising at an accelerated pace. Online searching and one-click purchasing have conditioned us to a more transactional style and faster speed of consumerism, while viewers and shoppers are bombarded with new products guaranteed to fit their needs every day.

For founders looking to bring their great ideas to life, it’s never been easier to launch a direct-to-consumer (D-to-C) brand. Unfortunately for many, getting those brands and products noticed in a sea of social media ads makes scaling awareness much more difficult than a decade ago when Facebook ads cost pennies and Instagram was still mostly friends and family vs. #ad and #sponsored.

For consumers looking to create lasting relationships with brands that share their values, find products that actually satisfy their needs, and also have an enjoyable shopping experience over simply completing an online purchase — the challenge is equally as great. Gone are the days of relying on trusted brick-and-mortar establishments to curate assortments for you and your lifestyle. Walking into your favorite store, connecting with a helpful salesperson, browsing racks, asking questions, testing and trying products before adding them to your cart is now the exception, not the rule.

With these challenges in mind in an ever-changing retail landscape, what can brands do to break through the noise and truly connect with consumers?

1. Figure Out Who Your Shopper/Viewer is, Then Cater to Them

A brand cannot, nor should it try to be all things to all people. Establishing who you are as a brand, committing to your core values, finding your niche, and focusing on building lasting relationships with your target consumer lends you instant credibility.

2. Talk To the Shopper/Viewer, Not At Them 

Tell your story before attempting to simply sell your goods. Sales at its core is a transfer of emotion, and a brand must find a way to effectively communicate that emotion to the consumer to prevent another ad from stealing both their attention and share of wallet.

3. Build a Relationship Beyond the Purchase

To keep a shopper/viewer coming back, connectivity to your brand is crucial. Whether helping them feel part of a larger community, finding ways for them to identify with your leadership and mission, or simply creating an experience so enriching they want to not only come back for more but bring others along for the ride, connection is key.

Finding an effective medium and method to build these relationships is also paramount for success. Well-styled static images and clever product descriptions aren't enough of a differentiator for consumers. Shoppers are seeking more — e.g., compelling stories told by the founders and company leaders themselves, product demonstrations from brands innovating within their categories, authentic reviews from loyal followers vs. paid influencers. New livestreaming platforms are also entering the market to help brands along this journey. All said, effectively sharing the "why" behind the "what" you're selling will separate the brands that are poised to win in an increasingly crowded e-commerce landscape.

There’s no question the world of retail is evolving. Consumers demand more from the brands they shop with. But at its core, engaging and effective retail has always been about having a genuine connection with your customer base. It’s a relationship that needs to be based on trust and shared values. So really, the more that retail changes, the more it stays the same.

Co-founders Matt Matros and Lindsey Kilbride have known each other for nearly 20 years and are excited to collaborate with their amazing team to bring Shopflix, a brand storytelling network, to life.