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The app economy has inspired an ‘on-demand’ self-service culture among all kinds of consumers. The <keyword id="5948524" type="General" weightage="20" keywordseo="B2B-sector" source="Orion">B2B sector</keyword> is no exception and brands are responding to the changing customer demands through Direct-to-consumer models. The way brands connect and engage with their customers has changed significantly in the last two years. The digital-first era is transforming conventional buying patterns and behaviours. Customers across segments – whether it’s B2B or B2C – are expecting digital-first, personal and connected experiences as they consume products and services. As a part of this shift, digital commerce or e-commerce has been sweeping the B2B segment lately. According to a McKinsey report, nearly two-thirds of B2B companies across industry sectors now offer e-commerce capabilities. That is an extraordinary number for an industry which has preferred in-person sales so far. This was an inevitable change. But, something more interesting is happening to the B2B space – the emergence of the <keyword id="4055555" type="General" weightage="20" keywordseo="D2C" source="Orion">D2C</keyword> or direct-to-consumer model. What was once considered an exclusive domain for B2C brands is now helping B2B companies explore new possibilities. Key drivers The global pandemic was vital for the growth of the direct-to-customer approach in the B2B segment. It propelled a rapid shift to the digital way of working and compelled companies to launch apps &amp; services at lightning speed. This marked a stark change in what was perceived by buyers as “good enough”. B2B buyers are therefore taking on the habits of B2C buyers, which has shaken some legacy business models and thought processes. A study conducted by TrustRadius in 2021 found that millennials comprise 60% of today’s B2B technology buyers. This generational shift has already moved the needle for B2B e-commerce with a 200% growth in D2C purchases between 2019 and 2020 (source: Salesforce). Adobe CEO Shantanu Narayen emphasized, saying “making the digital economy personal” is a matter of greatest importance to businesses. Adoption of D2C models is helping businesses get this ‘experience’ part right, experts argue. Adoption of digital sales channels have helped brands enhance customer relationships, reach out to more customers and improve the overall competitive advantage. For the successful implementation of D2C models, brands must focus on three key areas Become data-driven: B2B brands understand the power of data in creating compelling D2C models. Throughout the digital buying cycle, data must be leveraged to create a compelling experience for corporate buyers. But brands are grappling with the challenge of fragmented data sets, legacy technologies and siloed approaches in this journey. Moreover, gaining customer insights become a challenge as B2B companies have historically preferred indirect sales channels which distanced them for end-users. The D2C space is highly competitive and brands must focus on data and customer insights for decision-making. B2C brands can learn a thing or two from their B2C counterparts on how to be data-driven. Predictive analytics, AI/ML and customer insights solutions can help brands understand customer behaviour, brand perception and create a 360 degree view of the buyers. Take it personal: Personalized experience has become a universal ask. Successful brands have excelled in gathering customer insights and transforming them into personalized interactions and service offerings. Buyers want real-time responses and digital experiences while brands must also focus on providing this at scale. Metaverse has already shown that the lines between physical and virtual words are blurring. The app economy has inspired an ‘on-demand’ self-service culture and B2B brands must prepare to cater to the growing customer demand through D2C models. Website personalization, short buying cycles, proactivity and the ability to provide a connected experience are a few things that brands must prioritize. Leverage Tech: From AI-powered live search to product recommendation engine to digital signatures, technology is the backbone of building a D2C strategy. Digital experience platforms are growing in popularity among brands that strive to provide a cohesive CX (customer experience). Experts recommend taking a ‘composable’ and software-driven approach while building an ecommerce platform and the underlying tech stack to be able to evolve as you move along. Increasingly, brands are embracing a tech-first, digital-native model of being. D2C strategies will help them pivot to the future more quickly. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/stock-market/news/lic-stocks-if-you-want-to-predict-this-stock-prices-look-how-the-stock-market-moves/articleshow/92040939.cms">If you want to predict LIC stock prices, look how the stock market moves</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="http://www.businessinsider.in/business/auto/news/tata-motors-bags-indias-biggest-ev-fleet-order-from-cab-company-blusmart/articleshow/92035478.cms">Tata Motors bags India’s biggest EV fleet order from cab company BluSmart</a>

The tech-driven shift to D2C in the B2B sector

<keyword id="868697" type="General" weightage="100" keywordseo="plum" source="Orion">Plum</keyword> – India’s first 100% vegan &amp; cruelty-free beauty and personal care brand, today announced that it has signed actress <keyword id="3063728" type="General" weightage="20" keywordseo="mithila-palkar" source="Orion">Mithila Palkar</keyword> as their brand ambassador. Being one of the most vivacious and spirited actresses, Mithila exemplifies the-girl-next-door image and will appear in key Plum campaigns across digital media. This will be the first time that Plum is getting a brand ambassador on-board. One of the fastest growing BPC brands in the online space, Plum has carved a mark for itself in the retail market as well. Not only is it among the top brands on key ecommerce marketplaces such as Amazon, Flipkart, Nykaa and Purplle , but the brand also is today available in over 250 towns and cities in India, through 900+ assisted retail outlets, and over 10,000 unassisted outlets – growing month-on-month. Recently, the brand also won the Best Vegan Cosmetics award at the PETA India’s Vegan Fashion Awards. Starting her acting career in 2014, Mithila is known for a wide variety of roles that she has portrayed in movies and web series such as, Chopsticks (A Netflix Original film), and <keyword id="2719583" type="General" weightage="20" keywordseo="karwaan" source="Orion">Karwaan</keyword>. She rose to fame after her roles in popular web series Little Things and Girl in the City. She is also a popular singer. In 2016, a YouTube video featuring her performing the popular Marathi song Hi Chal Turu Turu (sung originally by Jaywant Kulkarni) in the cup song style went viral with more than 6 million views. Commenting on the announcement, Shankar Prasad, CEO and founder at Plum, said – “Plum is a youthful brand that resonates with the confident woman of today. So, onboarding a millennial youth icon like Mithila Palkar seemed to be a natural fit. She reflects Plum’s values of being honest and real. Our association with her is a step towards strengthening the connection with our customers and reaching out to millions of more women who will emotionally associate with our brand and love using our products. We are confident that her voice will inspire them to be comfortable in their skincare and beauty choices and we couldn’t be more thrilled to have her as the face of Plum.” On being the brand’s first ambassador, actress Mithila Palkar shares, “I’m really excited to be the face of a brand like Plum that believes in spreading so much goodness around the world. I deeply resonate with the philosophy of the brand and their unique approach towards creating products which are truly good for your skin. In Plum, I have found my partner, which provides an authentic, dependable, efficacious, and delightful experience in skincare. I am truly glad to be associated with them.”

D2C brand Plum ropes in Mithila Palkar as brand ambassador

<ul class="summary-list"><li><keyword id="9982341" type="UNKNOWN" weightage="60" keywordseo="modern-fertility">Modern Fertility</keyword>, a direct-to-consumer hormone, pregnancy, and ovulation test company will now sell its pregnancy and ovulation tests at 1,600 <keyword id="80487" type="COMPANY" weightage="60" keywordseo="walmart">walmart</keyword>s across the US and on Walmart.com.</li><li>Modern <keyword id="6414006" type="UNKNOWN" weightage="60" keywordseo="fertility">Fertility</keyword> founder Afton Vechery said that partnering with Walmart will enable the startup to move forward its mission of true accessibility for all women.</li><li>Modern Fertility aims to enable women to learn about their fertility as a part of their overall health and wellness, not just as a part of trying to conceive.</li><li>The startup was attracted to Walmart's commitment to healthcare. In the last year, Walmart has opened healthcare clinics called Walmart Health and announced it would offer its own health insurance.</li></ul>Take a walk down the "family planning" aisle at your local pharmacy and you'll see a lot of products that either prevent pregnancy (condoms, Plan B), or tell a woman if she's pregnant (pregnancy tests). But what about women wondering if they can get pregnant, or when during their cycle they should try to conceive?Traditionally, those types of inquiries require a trip to a physician's office, and can come with hefty out-of-pocket charges. But direct-to-consumer startup Modern Fertility aims to make the process of learning about ovulation as easy as it is to pick up your weekly toiletries, and as affordable, too. Today, Modern Fertility announced that its at-home pregnancy test and ovulation test are now available at nearly 1,600 Walmart locations across the US. "Walmart has an unparalleled commitment to accessibility and so do we," co-founder of Modern Fertility, Afton Vechery, told Business Insider of the company's decision to partner with the major retailer. "We want to meet women where we are."Modern Fertility launched in 2018 with a $159 at-home hormone test. The test is designed to bring affordable fertility information to women without being prescribed a test through a physician. It can be self-administered through a finger prick and mailed back to the company, or through a Quest Diagnostics. The belief behind the company is that women should have the option to be proactive about their fertility, not reactive — meaning, learning about one's fertility shouldn't be a result of failing to conceive, it should be a part of mainstream wellness.Vechery came up with the concept for Modern Fertility after her own experience paying $1,500 out of pocket to learn about her fertility.When Vechery realized she was going to wait until later in life to start a family, she wanted to learn more about her fertility and what would be possible for her. But her OB-GYN told her "no, you're not actively trying and failing to conceive, I'm not going to prescribe them for you." Vechery still wanted the tests, so she opted to pay out of pocket, and had to go to an infertility clinic to get them done. $1,500 later she was happy to have learned more about her body, but frustrated by the price tag and the process. She told others about her experience and realized she wasn't alone."Women wanted more information about their bodies, and to use that to make decisions that were right for them," she said.Modern Fertility expanded its product lineup in July, with the ovulation and pregnancy tests that are available in Walmart, as well as launching a free app that enables period and ovulation tracking. The ovulation tracking app is designed to work with the ovulation tests — women can take a photo of the results of their ovulation test, and the app deciphers the results and predicts a customer's 2 most fertile days. Both products are up to 50% cheaper than leading pregnancy and ovulation test brands.Vechery said the company also found Walmart an attractive <keyword id="6354851" type="UNKNOWN" weightage="100" keywordseo="retail">retail</keyword> partner because of "the amount of resources they were dedicating to healthcare."In recent years, Walmart has been working hard to become a healthcare company. In 2019, Walmart opened its first <a href="https://corporate.walmart.com/walmarthealth/welcome">Walmart Health</a>, a stand-alone healthcare clinic that offers low-cost health services, regardless of insurance, including "primary and urgent care, labs, x-ray and diagnostics, counseling, dental, optical and hearing services." There are now six Walmart Health facilities open, five of which are in Georgia, and Walmart <a href="https://corporate.walmart.com/newsroom/2020/09/17/one-year-in-walmart-health-is-delivering-affordable-healthcare-and-expanding">announced</a> on September 17 that the company would be opening nine more facilities before the end of 2020, and is exploring new markets. Walmart is also <a href="https://www.businessinsider.com/walmart-breaks-into-health-insurance-2020-7">launching a health insurance arm</a>.Both Walmart and Modern Fertility are retail companies that aim to simplify and supplement the US healthcare system for customers. Kirsten Green, the founder of venture capital firm Forerunner Ventures, thusfar the biggest investor in Modern Fertility at $15 million, thinks startups will continue to step in and fill the healthcare system's gaps."In an age where consumers increasingly demand: value, convenience, transparency, the healthcare category broadly speaking falls short," Green, who also has a seat on Modern Fertility's board, told Business Insider. "By and large business follows the consumer, meeting opportunities where demand exists. In this vein, the healthcare system is ripe for invention and intervention."Because Walmart stores are prevalent in more rural areas, Modern Fertility can now reach customers who might not have nearby access to a doctor's office or hospital, and who might not have discovered the company's products otherwise. Modern Fertility's products will also be available on Walmart.com, and Vechery noted that Walmart's dedication to offering next-day shipping made her feel the retailer would be a good partner, because of the time-sensitivity associated with pregnancy and ovulation testing.Modern Fertility has successfully shifted the conversations and products surrounding fertility "upstream," so that talking about fertility isn't just for women who might be infertile or have a difficult time conceiving: About 75% of Modern Fertility hormone test customers are not actually trying to conceive, according to Vechery. She also noted that the tests are meant to be a conversation starter between a woman and her physician, not a replacement for a doctor.Green said that the two are complementary and that Modern Fertility "helps create more informed, savvy patients who have more productive conversations with their OB-GYNs, which enables better care within the doctor's office."Perhaps in the future, women will be able to get their Modern Fertility tests and discuss the results with their doctor — all at the same Walmart.

This Fertility DTC is partnering with Walmart  to revamp the 'family planning' aisle and make affordable fertility tests part of mainstream wellness

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The tech-driven shift to D2C in the B2B sector

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D2C brand Plum ropes in Mithila Palkar as brand ambassador

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This Fertility DTC is partnering with Walmart to revamp the 'family planning' aisle and make affordable fertility tests part of mainstream wellness

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