Impact of digital on route-to-market strategies

Jean-Paul Evrard

Innovating in RTM refers to finding new and creative ways to bring products or services to customers. It involves identifying alternative distribution channels, exploring new marketing strategies, and leveraging technology to reach customers more effectively and efficiently. Here are some ideas for RTM innovation.

E-commerce and online marketplaces: Embrace the power of the internet by establishing an online presence for your business. Create a user-friendly website or join popular online marketplaces to expand your reach and tap into a larger customer base.

Direct-to-consumer (D2C) model: Cut out intermediaries and sell directly to consumers. Adopting a D2C model allows you to have more control over the customer experience, collect valuable data, and build a closer relationship with your customers.

Subscription-based services: Explore the subscription business model, where customers pay a recurring fee for access to your products or services. This model offers predictable revenue streams and encourages customer loyalty.

Mobile apps: Develop a mobile application that allows customers to conveniently browse and purchase your products or services. Incorporate features such as personalized recommendations, loyalty programs, and easy payment options to enhance the user experience.

Social media marketing: Leverage social media platforms to engage with your target audience, build brand awareness, and drive sales. Use social media ads, influencer collaborations, and engaging content to reach and attract potential customers.

Partnerships and collaborations: Seek partnerships with complementary businesses to expand your reach. Collaborate on joint marketing campaigns, cross-promotions, or co-branded products to tap into each other's customer bases.

Omnichannel approach: Provide a seamless experience across multiple channels, such as physical stores, online platforms, and mobile apps. Customers should be able to start their journey on one channel and effortlessly transition to another without any disruption.

Personalization and customization: Tailor your offerings to meet individual customer needs and preferences. Leverage data analytics and customer insights to deliver personalized recommendations, targeted marketing messages, and customized products or services.

Augmented reality (AR) and virtual reality (VR): Utilize AR or VR technologies to boost the customer experience. Allow customers to virtually try your products, visualize them in their own space, or provide immersive experiences that showcase the unique features and benefits of your offerings.

Same-day or instant delivery: Invest in logistics and delivery capabilities to provide faster and more convenient delivery options. Offer same-day or instant delivery services to meet the increasing customer expectations for speed and convenience.

Remember, successful RTM innovation requires a deep understanding of your target audience, market trends, and the willingness to adapt and experiment with new approaches. Regularly evaluate the effectiveness of your strategies and be open to refining or pivoting when necessary.