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~ Youwe ~

CROSS-BORDER

SUCCESS WITH A

DIRECT-TO-CONSUMER

STRATEGY

Text: Janine Nothlichs, Director of Corporate Marketing // Photos: Youwe

Selling directly to the consumer: What was unthinkable in the (recent) past has become
mainstream in this day and age of e-commerce, online pure-players and marketplaces.
Without a doubt, for many brands and manufacturers, flagship stores and their own branded
e-commerce websites have become a reality. The main drivers are ownership of the brand,
direct access to valuable data, and cost savings by cutting out the middleman. Youwe, an
international digital agency, has accompanied a variety of brands during their direct-to-

consumer journey, including Schneider Electric, AGU, Auping, and Quooker. This article
will offer a little dive into how a sound direct-to-consumer strategy can support a successful
cross-border venture by offering brand control, access to valuable customer insights, and
faster market entry, which can help businesses to succeed in new markets.

ower risk of market entry & direct access to your buyers are searching for and the products they can’t
customer data locate.
LIn a scenario where a brand or manufacturer has a
successful standing in their home market, maybe through a Perhaps begin by researching your competitors’ (local) D2C
network of multichannel resellers, retailers or owned flagship sites. Identify the techniques they use to appeal to their
stores, a venture across borders is always an investment prospects and customers, sign up for their promotions and
of resources and time and thus brings a considerable risk. newsletters, and explore their social media approach. Go on,
Instead of investigating options to find a set of third-party get inside their skin, but do it anonymously.
offline and online sellers abroad that want to feature your
product, a strategy where the goods are sold directly to the This is all a great background, but also think beyond your own
customer online might be a lighter version and lead to a industry. Gather inspiration from those global D2C brands
quicker and less risk-ridden market entry. you admire. Ask yourself:

One very strong driver of brands to start their cross-border • What do I love about that brand’s website?
venture with a direct-to-consumer online shop is direct • How does the layout and user journey influence me?
access to consumer data. This is a goldmine of insights when • What are the key brand-building elements? And
it comes to buyer behaviour, successful products and other how do they tell that company’s story?
customer preferences. By creating a localised storefront and • What are the standout moments in the shopping
monitoring activity, you’ll have a much better picture of experience, and why?
what your customers really want than when selling through
external parties. You’ll gain key insights into the products

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