Designing DTC Brand Love

With the spread of COVID-19, e-commerce has become a lifeline for many who are avoiding stores. Even as we (hopefully) shift back to “normal” in a few months, shopping habits developed during this time of social isolation may stick, making DTC and online branded experiences more important than ever. While brands are focusing on a deluge of operational, workforce, and community support initiatives in the short term, it’s time to start thinking proactively about designing for our new reality.

The DTC platform has been adapted for brands of all shapes and sizes—from established retail brands like Nike to digitally native brands like Rothy’s. In today’s connected world, there’s no question that an omni-channel presence is necessary for retail success, but when does it make sense to invest in a branded platform and how do you stand out from the pack once you do?

CREATING CONSUMER VALUE THROUGH DTC

A great DTC offering creates value in a way that brick and mortar can’t, and emphasizes that value through design and communication.


Four key ways successful DTC brands add value:

1.     Discovery:

Discovery in DTC takes a variety of forms, whether it’s discovering new products, a fun branded moment, or access to something exclusive. DTC owns discovery in a way brick and mortar can’t—visits are largely function-driven. Online, consumers have a broader set of options and branded experience plays a bigger role in decision-making. From unexpected and relatable website copy to the “wow” moment when consumers open beautiful packaging, DTC has an opportunity to build fully branded experiences people love. By having access to a broad base of consumers (anyone with an internet connection), DTC gives curated subscription offerings that may not be as strong on a retail shelf a chance to shine—like VineBox, a premium wine discovery subscription.

“The first time was especially fun because it was like a little treasure box of different teas we would have never tried. They included a card insert that romanced the selections.” (A Sterlingite on Sips By)

2.     Convenience:

In today’s always-on, busy world, people are scrambling to keep up with work, social commitments, and an instagrammably perfect lifestyle. DTC’s universal availability, set-it-and-forget-it subscription services, and to-your-door service are a convenience trifecta, with the added (and essential) bonus of a delightful experience. From eliminating trips to the store, to price for quality consumers can’t find anywhere else, brands like Billie and Chewy are capitalizing on making life easier.

“…their simple ordering, product/package design, and price point made a mundane task exciting and better than anything I've tried before.”  (A Sterlingite on Billie)

3.     Personalization:

Online ordering, which can be paired with customer profiles, along with shipping product directly to individuals, provides an opportunity to curate products and messaging for that specific customer. From custom notes and product selections, like “notes from your stylist” included in each Stitchfix box, to uniquely formulated products like those from Prose, where your name is on the label, brands are more personal than ever. Beyond personalized product offerings, DTC brands make it easy to purchase products that connect with personal values in an authentic way—like Rothy’s stylish shoes made from recycled water bottles, or Third Love’s personalized fit promise, which pairs with their body-empowerment message.

“Their very lengthy hair assessment quiz that made me feel like the end product was going to be really unique and tailored to my needs.“ (A Sterlingite on Prose)

4.     Privacy:

There are some things that many people just don’t like shopping for at a mass retailer, surrounded by others with a limited number of options. DTC changes everything. Brands like Hims and Cora are making traditionally uncomfortable categories like reproductive health and hair loss approachable and kind of fun. DTC gives consumers the opportunity to research to their hearts’ content from the privacy of their personal devices, and to receive products directly at their doorstep.

“There's nothing greater than having tampons DELIVERED to your door, and I will admit - the packaging itself is aesthetically pleasing but the product(s) are amazing quality.” (A Sterlingite on Cora)

 BUT: Having a meaningful value proposition isn’t enough—brands need to communicate that value to consumers through design.

BRAND LOVE <> DESIGN LOVE

Retention is a key challenge for DTC brands. Once the novelty has worn off, what will keep customers engaged and excited? Successful DTC works as a cohesive brand ecosystem that builds brand love.

Design is a powerful tool that influences every interaction a brand has with consumer — current and future. And designing for DTC is different from designing for brick and mortar.

For DTC design to be successful, it must:

• Speak to your tribe: Use a personal/intimate voice that speaks directly to your audience (no big brand-speak here).

• Build 360° delight: Create a cohesive and delightful experience from web to social to unboxing.

• Be iconic and instagrammable: Develop a distinctive design that creates an instantly recognizable brand with share-worthy packaging.

• Perform online and offline: Create seamless brand integration between physical and digital touchpoints, with clear communication that is tailored for each application.

A burst of insta-worthy color, delightful copy, and branded moments are included in every SpoonfulOne shipment. View More

Design has the power to make or break the DTC customer experience. As we navigate our new, more connected world, the brands that build digital experiences that inspire love and loyalty will be the brands that win.