Why ‘experience’ is emerging as the new media for D2C brands

With advertising spends steadily climbing and consumer attention spans continuing to shrink, direct-to-consumer (D2C) brands are shifting gears. Marketers in the space are increasingly betting that rich, personalized consumer experiences, beyond conventional campaigns, may become the next real driver of growth.

Industry experts point out that while performance marketing has powered much of the D2C wave in India over the past few years, rising costs and growing competition are pushing brands to rethink their playbook. Customer loyalty and brand stickiness, they note, will now depend on how immersive and tailored a brand can make its interactions.

“Initially, 70 percent of our budgets went to acquisition, but now retention and customer experience account for over 40 percent,” said Chetan Siyal, CMO, Snitch. “Every rupee spent on engagement, smooth delivery, and thoughtful support pays compounding returns through repeat purchases and organic word-of-mouth — something no media plan can match.”

He added that they are investing more in loyalty programs, omnichannel personalization, and experience-enhancing technologies like real-time order tracking, proactive notifications, and community-driven content. These shifts have led to a 10 percent increase in retention and boosted lifetime value, proving the value of customer experience investments. 

This was further reiterated by Shaily Mehrotra, Founder and CEO of Fixderma who noted that while acquisition once dominated priorities, it now stands nearly equal with retention and customer experience. She added that Fixderma views product efficacy as its strongest marketing tool, focusing investments on consumer education, after-sales engagement, dermatologist programs, and support rather than visibility alone.

“For a dermaceutical brand like ours, the first purchase often comes from experience how seamlessly the consumer discovers, understands, and accesses our products. But it is the efficacy of the product that ensures repeat purchases. From packaging to post-purchase support, every interaction reinforces trust,” she said. 

Adding a broader perspective on consumer expectations, Rachit Malik, VP–Programmatic, CyberMedia, said, “People everywhere, including India, crave meaning and connection—not just price and product. The brands that endure are those who deliver ‘insanely great’ experiences, no matter the category. Price gets them in the door, but experience keeps them coming back—and talking about you to everyone they know. That’s the real moat.”

He observed that whether it’s luxury lipstick or packaged dal, delight is the real differentiator. While features can be copied, he said, brands that surprise consumers with quality and care create lasting evangelists through experience. 

Post-purchase & omnichannel experience

Experts also stressed that for D2C brands, nailing the post-purchase journey is just as important as driving the initial sale. From timely delivery and smooth returns to responsive customer support and consistent follow-ups, every touchpoint after purchase plays a pivotal role in building trust, encouraging repeat business, and turning customers into loyal advocates.

“While innovation and education spark discovery, it is seamless delivery, and responsive customer support that convert curiosity into loyalty. Our multi-channel presence across D2C, e-commerce, and quick commerce, ensures consumers can access Evocus easily and conveniently,” said Sonam Pama, Head of Marketing, Evocus. 

She added that the company’s strategy has been mapped to the consumer’s awareness curve, first capturing attention with innovation, then building credibility through clinical validation, and now strengthening trust through transparency and seamless experiences. From metros to Tier II and III cities, repeat usage and word-of-mouth underline that retention comes from making consumers feel valued beyond checkout, which the brand sees as the true starting point of advocacy.

Meanwhile, Snitch has built presence across marketplaces, its D2C site, exclusive brand stores, and is now piloting quick commerce in Bengaluru. Backed by unified ERP and CRM systems, the brand ensures a consistent, personalized experience, from hyperlocal deliveries to in-store engagement. Using tools like ClickPost, the brand has reduced WISMO queries, eased return friction, and enabled proactive support - steps that boost satisfaction and drive advocacy.

Siyal highlighted, “Whether a shopper engages on Amazon, snitch.co.in, or steps into our retail stores, they encounter seamless service, real-time stock visibility, and tailored recommendations, all backed by strong backend technology.”

For Fixderma, the post-purchase journey is as critical as acquisition, especially in dermaceuticals where consumers need guidance after starting a regimen. The brand takes an experience-first, channel-agnostic approach, prioritising education on D2C, speed and authenticity on marketplaces and quick commerce, and personal consultations. Across touchpoints, the focus remains on making consumers feel informed, supported, and confident in their choices.

“People don’t remember marketing—they remember how you made them feel every time they use your product. Indian D2C brands must start with the customer experience and work backwards. That’s how you build lasting growth in the new era,” Malik said.

Experience as a new media channel?

Industry experts suggest that experience itself is emerging as a powerful media channel, shaping how consumers discover, engage with, and remember brands. By treating every interaction as communication, marketers are increasingly viewing experience as both a differentiator and a driver of long-term loyalty.

Pama said, “For Evocus, experience has truly become the new media channel. As a D2C-first brand, we’ve realized that consumers no longer just buy a product, they buy into an experience, a lifestyle, and a purpose.” 

The brand extends beyond advertising by using touchpoints like quick commerce, fitness events, and luxury platforms to blend aspiration with education. With multiple authentic celebrity and athlete associations, backed by science-led credibility, the brand positions experience itself as its strongest media.

“A delighted customer sharing their unboxing or a smooth returns process can outperform thousands in paid impressions,” shared Siyal. “Today’s D2C leaders are moving from just buying reach to architecting experiences that travel, connect, and convert, making customer experience the most powerful media channel available to us.”

Mehrotra agreed on this thought and added, “In a world of shrinking attention spans, the experience is the message whether it’s a dermatologist’s recommendation, a smooth return process, or quick commerce delivery at midnight. Experience is no longer just a hygiene factor, it is marketing, retention, and brand building rolled into one.”

Adding a broader industry lens, Malik pointed out that brands globally are reallocating spends from sheer visibility to wow moments. “Stop investing in noise—invest in wow. Whether it’s personalized support, beautiful packaging, or seamless post-purchase journeys, experience-led reallocations are happening in companies who want to be remembered, not just bought,” he concluded.