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D2C Jadi Jurus Jitu Bisnis Jualan Langsung ke Konsumen?

Laporan McKinsey mencatat hingga saat ini di Indonesia ada 30 juta transaksi belanja online senilai US$8 miliar dengan 60 persen di antaranya dilakukan secara online. Selain memasarkan produk melalui reseller, dropshipper, dan retail, pebisnis juga bisa mendistribusikan dan menjual produk dengan model bisnis direct-to-consumer (D2C).

Model bisnis D2C tentu memiliki kelebihan dan tantangan tersendiri bagi user dan shipper dibandingkan model bisnis lain. Di satu sisi, D2C memungkinkan pemilik usai mengontrol stok sehingga alur penjualan tidak terpengaruh oleh distributor atau perantara.

Namun disisi lain, D2C juga memilihi serangkaian keterbatasan seperti persiapan panjang yang harus dilakukan oleh pemilik usaha. Lantas, apakah D2C merupakan model bisnis yang ideal untuk kondisi saat ini? Cek selengkapnya dalam pembahasan detail berikut.

Apa itu Direct to Customer (D2C) Model? 

Apa itu direct to customer d2c model

D2C merupakan model bisnis yang melakukan penjualan tanpa perantara seperti reseller, dropshipper, dan retail. Ringkasnya, Anda melakukan semua tahap mulai dari produksi, pengemasan, penjualan, hingga pengiriman produk tanpa melibatkan pihak ketiga.

Model bisnis ini dapat dilakukan melalui berbagai channel, mulai dari web, akun media sosial, hingga toko fisik yang memungkinkan Anda terhubung langsung dengan konsumen. D2C hanya salah satu model bisnis selain B2B, B2C, atau C2C yang masing-masing memiliki keunggulan dan kelemahan seperti pemaparan berikut.

Keunggulan dan Kelemahan Model Bisnis D2C 

Seperti model bisnis lain, D2C tentu memiliki keunggulan dan kelemahan. Mengutip dari berbagai sumber, berikut empat keunggulan dan tiga kelemahan model bisnis D2C.

Keunggulan Model Bisnis D2C

– Keuntungan Lebih Banyak 

Sebagai pemilik usaha, Anda dapat menentukan harga produk yang dipasarkan. Berbeda dengan bantuan pihak ketiga sehingga Anda harus menentukan harga yang berbeda karena perantara akan meningkatkan harga untuk mendapat margin keuntungan. Dengan begitu, Anda bisa menjualn produk dengan harga lebih murah dan margi keuntungan lebih besar karena sepenuhnya untuk Anda.

– Identifikasi Data Konsumen 

Anda dapat terhubung langsung dengan konsumen sehingga bisa mendapat data berupa karakteristik (demografis dan psikografis) serta perilaku konsumen (terkait kebiasaan yang mengarah ke pembelian). Data yang terkumpul memungkinkan Anda membuat penyesuaian di web atau platform penjualan.

– Kreatif Menentukan Penawaran Produk 

Anda bisa bebas melakukan penawaran tanpa harus mengikuti aturan yang ada di platform atau web milik pihak ketiga. Anda bisa menjual produk di platform sendiri sehingga memiliki kebebasan untuk lebih kreatif dalam menawarkan produk untuk menarik konsumen.

– Kedekatan dengan Konsumen 

Interaksi langsung dengan konsumen bisa membangun kedekatan sehingga lebih leluasan menampilkan style brand Anda. Selain itu, komunikasi secara langsung juga memungkinkan Anda menjalin hubungan jangka panjang sehingga memudahkan pola promosi produk.

Kelemahan Model Bisnis D2C

– Alur Supply Chain 

Alur pasokan (supply chain) mulai dari tahap produksi, pengemasan, hingga pengiriman tentu membuat kewalahan. Selain fokus pada produk dan penjualan, Anda juga harus memerhatikan alur distribusi.

– Persiapan Panjang 

Dibutuhkan persiapan panjang mulai dari belajar, melakukan percobaan, hingga implementasi untuk mengatur seluruh alur supply chain. D2C bisa menjadi pilihan cukup rumit bagi Anda yang baru memulai berbisnis.

– Berhadapan dengan Konsumen 

Seperti dua sisi mata uang, interaksi langsung dengan konsumen memiliki keuntungan dan kekurangan. Hal itu lantaran Anda harus siap menghadapi pertanyaan hingga pengajuan komplain. Dalam hal ini, Anda berperan sebagai customer service yang mampu berempati dan memberi solusi terkait produk, pengemasan, hingga masalah pengiriman.

Tantangan yang Dihadapi User dalam Bisnis D2C 

Berdasarkan studi yang dilakukan oleh Emizentech yang mengumpulkan berbagai pengalaman konsumen, berikut sejumlah tantangan yang dihadapi user saat model bisnis D2C.

Omnichannel D2C Delivery

Distribusi pengiriman OmniChannel D2C menjadi aspek yang menantang karena Anda harus mengetahui produk berada di mana, bisa membuat promosi di mana-mana, dan mampu mengakses konsumen di lokasi mana pun. Aberdeen Group Inc. mengungkap, perusahaan dengan interaksi konsumen OmniChannel yang kuat mampu mempertahanan 89 persen client-nya. Sementara perusahaan dengan keterlibatan pengguna omnichannel yang rendah hanya mampu mempertahankan 33 persen konsumen. Bisnis yang menerapkan model D2C harus mampu memenuhi persyaratan client sekaligus memastikan upaya promosi sesuai target market.

D2C Portal

Client memiliki akses ke detail dan fakta lain mengenai interaksi dengan model bisnis D2C. Keterlibatan konsumen dari awal hingga akhir memungkinkan perusahaan mengumpulkan semua fakta pasar dan operasional. Platform yang emberi wawasan mengenai interaksi bisnis D2C dengan konsumen membantu menciptakan dan menjaga loyalitas, membangun komunitas suatu brand, hingga memiliki ikatan emosi dan sosial dengan client. Sangat penting untuk memiliki semua informasi yang relevan di semua rute D2C dari semua saluran konsumen yang ada.

Personalized D2C Experience

Personalisasi dapat menjadi salah satu poin utama diferensiasi bisnis selain aspek harga, kostumisasi produk, dan penjualan secara head-to-head. Berdasarkan Epsilon, 80 persen konsumen cenderung membeli dari perusahaan yang menawarkan pengalaman yang dipersonalisasi. Untuk dapat memberi layanan yang dipersonalisasi dibutuhkan konsep perncangan barang, layanan, insentif, dan interaksi yang sesuai dengan setiap konsumen.

Baca juga: Waspada Kebocoran Data Intai Industri Retail di Era Digital 

Solusi yang Mendukung Kemudahan Bagi User

Untuk mengatasi tantangan yang dihadapi user di tengah penerapan model bisnis D2C, Helios sebagai distributor HPE di Indonesia menghadirkan produk eksklusif Helios yaitu HPE SimpliVity 325 untuk kebutuhan ekskalasi storage yang lebih fleksibel. HPE akan membantu perusahaan Anda menghadirkan server dengan skalabilitas serta SAP Hana yang dibutuhkan oleh kantor cabang untuk real-time business analytics.

HPE SimpliVity 325 menawarkan solusi server yang terintegrasi dengan lengkap untuk proses pengelolaan data lebih sederhana, mudah diskalakan, dan proteksi terhadap data pelanggan. Dengan server berukuran 1U, HPE SimpliVity 325 mampu memberikan kombinasi prosesor, memori, I/O, InfoSight, dan proteksi data luar biasa untuk pengalaman pada penggunaan lingkungan edge dan VDI.

HPE SimpliVity 325 menjadi solusi ideal untuk kebutuhan distribusi sehingga dapat mendorong perkembangan bisnis menjadi lebih efisien dan cepat menangkap peluang. Fitur AI dan container baru, proteksi data cloud, keamanan di seluruh Stack, dan proteksi data memungkinkan perusahaan siap bersaing dengan cara yang lebih efektid dan efisien.

Tantangan yang Dihadapi Shipper dalam Bisnis D2C 

Tantangan bagi shipper dalam bisnis D2C

Overcoming last-mile delivery menjadi salah satu  tantangan yang kerap dihadapi shipper dalam bisnis D2C. Aspek ini juga menjadi bagian yang paling tidak efisien dan mahal dari seluruh proses pengiriman.

Mengingat seluruh pengiriman transaksi online memiliki alamat pengiriman yang unik dan berbeda, ini membuat biaya transportasi tetap tinggi sementara tingkat efisiensi rendah.

Untuk merchant yang menggunakan strategi centralized fulfillment, pengiriman last-mile cenderung memberikan pengalaman pelanggan yang buruk. Hal itu lantaran pesanan yang didistribusikan dari satu faslitas akan dekat dengan beberapa konsumen, tetapi jauh dari yang lain.

Apabila satu pesanan harus melintasi beberapa zona pengiriman, maka ada peluang terjadi gangguan berupa perencanaan rute yang tidak optimal, kemacetan lalu lintas, ongkos pengiriman menjadi lebih mahal, atau penundaan antara pusat pengiriman sebelum sampai ke konsumen.

Solusi yang Mendukung Kemudahan Bagi Shipper 

Untuk mengatasi tantangan yang kerap ditemukan saat proses pengiriman barang, perusahaan Anda dapat melengkapi kurir dengan teknologi remote device, canvasing route tracking, real-time information, dan protection data leakage. Helios Informatika Nusantara (HIN) sebagai digital IT provider akan membantu Anda mengatasi permasalahan yang dihadapi selama proses distribusi industri melalui produk Helios Mobility Suite (HMS).

HMS memungkinkan perangkat dan aplikasi milik perusahaan bisa mudah dikelola dan digunakan secara aman dan produktif oleh tim di lapangan. HMS dilengkapi dengan berbagai fitur, seperti GPS-Location Tracking, real-time device information, push notification, hingga Security and Control. GPS tracking akan melacak lokasi canvaser dan kurir di lapangan saat proses distribusi barang melalui location tracking secara akurat.

Dengan begitu, pergerakan dan perpidahan kurir dapat terpantau secara real-time. Selain itu, fitur history tracking juga dapat disimpan selama 30 hari untuk melihat perjalanan kurir selama satu bulan terakhir dengan tujuan untuk memastikan produktivitas dan meminimalkan kecurangan selama proses distribusi produk.

Sementara fitur security and control memungkinkan perusahaan memantau kondisi perangkat yang digunakan atau tidak melaui realtime device information. HMS memastikan akan melindungi data dari potensi kebocoran oleh penjual, pengemudi, kolektor, dan kurir di lapangan dengan membuat pembatasan akses ke beberapa fitur, seperti bluetooth, kamera, dan lainnya. HMS juga dapat mengirimkan push notification saat ada update yang ingin digulirkan ke perangkat kurir.

Supervisor dapat lebih mudah memantau proses distribusi produk secara akurat dengan mengoptimalkan kinerja GPS dengan tampilan work dan personal.

Baca Juga: Solusi Digital Helios Atasi Berbagai Permasalahan Logistik di Indonesia

Helios sebagai IT Solutions Provider untuk Industri Distribusi di Indonesia

Permudah proses distribusi barang ke konsumen di tengah penerapan model bisnis B2C dengan rangkaian solusi HPE SimpliVity 325 dan HMS dari Helios Informatika Nusantara (HIN). Helios sebagai digital IT and cloud solution provider akan membantu bisnis Anda memantau proses distribusi hingga ke tempat konsumen.

Didukung tim IT andal, profesional, dan bersertifikasi, Helios akan membantu perusahaan Anda mulai dari tahap konsultasi, implementasi, maintenance, hingga dukungan after sales. Tertarik menggunakan solusi dari Helios? Segera hubungi WhatsApp Helios untuk berkonsultasi langsung dengan tim kami.

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We will address your requests promptly. Please note that these rights may be subject to limitations under applicable law. For further information on these rights or to exercise them, please contact [Helios Informatika Nusantara] at: [email protected]

Social Media and Third-Party Services

Our Website may include a blog with a ‘comments’ section and several social media features, such as a ‘share’ button or links to third-party websites and services like Facebook, X, YouTube, LinkedIn, and Instagram. When utilizing these features, certain information may be gathered by these third parties, such as your IP address or the specific page you are visiting on our website. Additionally, these third parties may set cookies to ensure the proper functioning of the features. Any data collected by these third parties is subject to their respective privacy policies. We encourage you to thoroughly review the privacy policies of these third parties.

Contacting Us

If you have any questions or concerns regarding this Website Privacy Policy, the information we collect, PT Helios Informatika Nusantara’s practices, or your interactions with the Website, please feel free to contact us. You can reach us via email at [email protected] or by physical mail addressed to: PT Helios Informatika Nusantara  Centennial Tower, 12th Floor Jl. Jend. Gatot Subroto Kav. 24-25 Jakarta 12930, Indonesia phone: +62 21 8062 22