In today’s competitive landscape, relying solely on marketplaces can limit your brand’s potential. Owning your own technology puts you in the driver’s seat, offering the flexibility and control needed to scale at speed. Owning technology is the key to unlocking growth and scalability for brands. When businesses are dependent on marketplaces, they often face limitations in control, customer data, and branding.
Covid- 19 changed the face of retailing forever, it has changed rapid digitization and digital adoption & shifted consumers from physical to digital channels. As per report, physical stores will likely return to growth over the coming years but those looking to drive growth through physical stores alone will surely struggle with the latest shift in the consumer buying patterns brands are looking to bring themselves closer to customers and as a result moving to local commerce.
- By selling directly to customers, brands are able to achieve faster delivery, own their customers, streamline their operations and increase customer experience.
- Ability to create seamless online ordering & same-day delivery experience.
- Brands can save high commission charges (20-25%) by marketplaces (Zomato, Swiggy, Blinkit, 1mg, Meesho, Flipkart, Amazon etc.)
- Brands can directly build dialogue with customers, collect feedback & resolve issues immediately to enhance customer experience.
- Brands can implement Loyalty & Rewards programs, can offer discounts, encourage repeat purchases, reduce churns or exclusive perks for returning customers & incentivize them to choose their brand over competitors with a well-structured & tailored loyalty program.
- Brands can have access to customer data, reports & detailed analytics to tailor customer experiences depending on customer preferences, behavior & buying patterns using past data.
- Brands can increase control over user experience: Owning the technology allows brands to fully control the customer journey, from browsing to checkout. This ensures a seamless and personalized experience that aligns with the brand’s identity and values, which is harder to achieve in a marketplace setting.
- As the brand grows, its technology can be scaled to handle increased demand, improve logistics, and integrate with various tools, services & third-party integrations, without the constraints or competition found in marketplaces so they are able to grow & scale faster to those dependent on marketplaces only.
- Brands struggle to deliver omnichannel experience (via phone call, Web, App & In-person takeaway)
Brands that own their technology can scale and grow much faster compared to those dependent on marketplaces. Here’s why:
- Control Over User Experience: Owning the technology allows brands to fully control the customer journey, from browsing to checkout. This ensures a seamless and personalized experience that aligns with the brand’s identity and values, which is harder to achieve in a marketplace setting.
- Data Ownership: Brands have full access to customer data, which they can leverage for better decision-making, targeted marketing, and customer retention strategies. On marketplaces, data access is limited, making it harder to develop deep customer insights.
- Higher Margins: Without marketplace fees, brands can retain a larger share of their profits. Owning the technology allows businesses to avoid commission cuts and optimize their pricing strategies to maximize profitability.
- Flexibility and Agility: With their own tech stack, brands can quickly adapt to market trends, add new features, and implement changes based on customer behaviour & feedback. Marketplaces tend to impose limitations, slowing down the ability to innovate.
- Brand Loyalty and Recognition: Selling directly through their own platforms fosters a stronger connection with customers, building brand loyalty and reducing dependency on third parties. Customers are more likely to remember and return to a brand they’ve had a direct interaction with.
- Build Dialogue & Feedbacks: Brands can directly build dialogues with customers, can collect feedback & resolve issues immediately to enhance customer experience.
- Omnichannel Experience: Brands struggle to deliver omnichannel experiences (Phonecall, Web , App & In-person takeaway)
- Scalability: As the brand grows, its technology can be scaled to handle increased demand, improve logistics, and integrate with various tools and services, without the constraints or competition found in marketplaces.
This is especially true for industries such as Restaurants, Groceries, E-commerce, Pharmacy and Cloud kitchens where OrderEye can help businesses gain this technological advantage. By providing integrated order processing, inventory, payments and delivery solutions, businesses can focus on growth and customer satisfaction without being bogged down by third-party dependencies.
