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SimplyCook and Made.com top D2C list

SimplyCook and Made.com have beaten US mega-brands, Glossier, Birchbox and Casper in a consumer awareness poll.

UK shoppers are fans of direct-to-consumer (D2C) brands, with subscription meal service SimplyCook and interiors business Made.com coming out as the most recognised D2C brands ahead of global businesses like Dollar Shave Club and Birchbox.

The study by Rakuten Marketing polled 2,000 UK consumers, as well as another 2,000 shoppers in France and Germany. Over half had heard of the British company SimplyCook, while 44% had heard of Made.com. Of those customers who had heard of the brands 27% and 24% respectively had made a purchase from them.

Third on the list was Unilever-owned Dollar Shave Club with 43% of consumers recognising the brand and 22% of those claiming they had made a purchase. Over a third of consumers (35%) had heard of Birchbox, with a 28% purchase rate, while other brands on the list included Abel & Cole, Harry’s, Tails.com, Casper, Glossier and Brushbox.

According to the research, 44% of UK consumers have discovered D2C brands via Facebook, while YouTube (31%) and Instagram (28%) were also popular channels for awareness.

Meanwhile, 17% use Facebook to make a purchase, while 12% convert on a brand’s website and 14% use cashback or voucher/discount websites.

Doug Ker, CEO of Meli Melo – a fashion label which is moving to a D2C business model, said the marketing offer through social media platforms is “like nothing many retailers had encountered before”.

“However, as these tools mature, they are also becoming more expensive, urging independent brands such as Lush, to consider whether there are more efficient solutions to reaching core segments of their audience,” he explained.

“It’s ultimately an extremely high reward approach to sales, but the close relationship between awareness and purchasing doesn’t solely exist in the realm of social media.”

Anthony Capano, MD, EMEA at Rakuten Marketing, added: “D2C brands have historically relied on performance-based digital advertising strategies. Huel was started when founder, Julian Hearn, sold his affiliate marketing business to fund his successful business venture. Now, many leverage high return publishers to target audiences with direct response ads to drive conversions.”

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