As our lives at home and at work have been radically transformed over the past twelve months, it has changed the way digital agencies interact with every brand.
One of the industries that has seen the greatest transformation has been the health and wellness sector. From online fitness classes for us to take part in our salons to brands pivoting to D2C e-commerce, most of the changes in the industry seem to be here to stay.
One of the biggest areas of development has been in health and wellness products which redirected their focus to developing their D2C strategies. We had already observed a general trend of growth of D2C proposals in this market segment, but the impact of Covid-19 has accelerated this movement. Not only are we seeing new brands entering the market focusing from the start on their D2C proposition, but established brands that previously relied heavily on brick and mortar were pivoting their strategy to mitigate the impact of store closings.
One of the key areas for brands in these two segments is to drive digital engagement with consumers. This can range from how they can replicate the interaction that customers can typically have in store, to educating about product use, or establishing repeat purchase cycles. Our experience with customers, both before the pandemic and as businesses overcame additional challenges over the past twelve months, has seen brands integrate digital storytelling and leverage third-party applications to grow. integrate with their Shopify stores to extend customer experience, education and engagement.
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At the height of the pandemic, we worked with MWELL, in partnership with Kellogg’s to launch an engaging and educational site for their new microbiome powder – an ultra simple herbal blend to nourish your gut. With a personalized quiz built into the user journey, powered by Typeform, and digital storytelling filled with scientific know-how and amazing recipes, consumers are able to find the perfect product, be inspired to easily integrate the product into their life, and best of all ordering direct to their doorstep.
The digital infrastructure needed to replicate the experience a customer would have when shopping in-store to inform them of the benefits of the product, help them select the right product suited to their needs and establish a lasting relationship with the customer. product and brand, to ensure an effective D2C strategy has been executed for the launch of the new product.
Subscription-based models had a period of growth before the pandemic, but as customers were limited to purchasing online, the convenience of this model was further enhanced. The appeal of brand subscription is evident in establishing CLVs and more stable revenue streams, but the consumer benefit of D2C subscription models for frequently used products has been enhanced by the chain. supply and retail restrictions providing the peace of mind of easy product access for the past year which is likely to continue in the post-pandemic environment now that consumers are accustomed to these models .
One of the brands we’ve worked with on their subscription-driven model is Pure For Men. We launched a new store for Pure for men on Shopify Plus to help them bring good health and good times to their LGBTQ + audiences. Given their leadership role in the sexual wellness conversation, we loved the opportunity to expand their storytelling skills, and the key has always been to communicate the brand’s core message about self-care that excludes no one. Period.
Maintaining a hierarchy of content has also been found to be essential for brands to replicate a product education experience for their D2C propositions. Digital storytelling was a key focus of the project we undertook with Fullgreen to launch their website on Shopify to bring their D2C line of nutritious and 100% plant-based products. The recipe and blog sections of the site were designed to help educate potential customers about their shelf life line and how the brand makes it easy to consume plant-based – from their rice to cauliflower that has it all. triggered, to the world’s first plant-based rice. breakfast. The brand’s goal of making plant-based eating easier and ensuring that consumers can get their daily dose of nutrients to nourish their bodies and minds was an imperative message that needed to be highlighted through the digital proposal.
The scale of changes in consumer behavior that have been accelerated by the pandemic and the desire of customers to buy directly from brands will have lasting effects on what a successful D2C strategy for health and good looks like. -be. Brands need to consider the entire customer lifecycle when implementing their strategies, but also the breadth of that consumer base beyond the smaller, typically urban, younger, and digitally savvy consumers. .