There’s no question that the growth of direct-to-consumer brands has been exponential in the last few years. But even in the wake of such massive growth, many brands struggle to learn how to scale. And finding ways to stand out in what has become one of the most competitive markets we’ve seen this decade has become a challenge.
This article will show you how to stand out from the pack and scale seamlessly in your direct-to-consumer marketing using live chat.
User Experience Counts in Direct to Consumer
Many direct to consumer brands have products that are at the very heart of what they offer. Their products are their brand, and vice versa. With such a strong focus on beloved products, you need to have a user experience that matches the warmth and connection of your brand.
Also, we all know that first impressions count– but so do second ones as well. Your site can look great, and be laid perfectly, but what happens when the customer hits a friction point, can’t navigate your site, or has a specific question?
People know within seconds whether they’re going to connect with a brand or not. Use conversation to make that connection seamless and guaranteed (instead of hoping it happens from your static website).
Live chat is your best way to make the perfect impression, turn curious visitors into brand advocates and drive revenues.
This isn’t like brick and mortar retail. You only get one shot, and once the customer’s gone, they’ve moved on and you’ve most likely lost their business for good. And that’s not even mentioning scalability, which can be challenging for companies of all sizes.
With live chat, you can move fast, and you can focus on experience and quality, allowing you to identify opportunities quickly, and innovate to meet them.
Customers Are Proactive, So You Need to Be
Customers are actively searching for what you offer. You spend a good deal of time making your website attractive, being precise on the language you use, and carefully crafting a user journey.
So why leave the customer to make the first move? Proactive messaging is taking the first step to engage the customer in a way that a static website never could– no matter how well it’s designed.
The key to proactive messages is to be helpful and friendly, and avoid anything too sales-oriented. We’re not trying to go straight for the sale right away, we’re actually trying to build a connection, and help the customer find what they’re looking for.
Proactive messaging is one of the best ways to build a connection with your customers and be that helping hand– and that helping hand needs to be available on the customer’s schedule– which means 24/7. So how is that possible?
Your Brand Can’t Take Time Off
More than ever, your buyers are making their purchasing decisions during the times that are most convenient for them. This means off hours, weekends, even holidays. More purchases are made on the couch or around the dinner table than ever before. So if you’re not around to help them when they’re making the purchase, will they complete the sale?
Not only that, but direct to consumer sales is a global market for those who can capitlize on it. This means people all over the world are potentially shopping your site from different time zones at different hours. Are you meeting these demands, or losing sales?
Even if you have live chat, are you finding that your chat agents aren’t able to handle the volume? If you’re doing a marketing push, and are getting that traffic that you’re wanting, are you able to spend meaningful time with each prospect? Or are you wasting marketing dollars on missed opportunities due to a challenge scaling?
Ultimately, if you don’t have the resources in place, you’re going to see poor results, and it will leave a negative impact for the people visiting your site. This will result in a less than stellar reputation for your brand, and missed sales opportunities.
So what’s the solution? Data shows that using a mix of a streamlined, well-programmed chatbot as a first line of customer contact is a great way to be available 24/7. Couple that with a team of native-English speaking chat agents who are available around the clock, and you can scale with ease, give customers the experience they deserve, and increase sales. (FYI: The Chat Shop are experts in creating this exact chat flow.)