Scaling DTC Brands: Insights from Ankit Shard | GrowthFit

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In a recent podcast episode, Ankit Shard, AVP Ecommerce & Growth at The Man Company, shared his insights on growth marketing, the evolving role of AI in D2C brands, and the importance of trust in building brand loyalty. This article distils key takeaways from the conversation, providing valuable lessons for marketers and brand owners alike.

The Shift from Funnels to Growth Loops

Why Traditional Funnels Are Outdated

Traditionally, marketing followed a funnel approach, moving customers from awareness to conversion in a linear fashion. However, Ankit argues that this model is outdated. Instead, brands should focus on growth loops, where potential customers continuously engage with the brand, seek validation from different sources, and loop back before making a purchase decision.

Consumers no longer follow a straightforward path from discovery to conversion. They actively research products across multiple platforms—Amazon reviews, Reddit discussions, and personal networks—before deciding to buy. This non-linear process means marketers must rethink their approach, ensuring that their brands remain present at various touchpoints throughout the customer journey.

‍Understanding Growth Loops

A growth loop is a system where existing users generate new users through organic means like referrals, community interactions, and repeat engagement. Unlike a funnel, where the customer journey ends at the point of conversion, a loop ensures sustained engagement, leading to greater lifetime value and higher retention rates.

To implement growth loops, brands should:

• Focus on creating shareable experiences that prompt existing customers to bring in new ones.
• Encourage word-of-mouth marketing by ensuring exceptional product and service experiences.
• Leverage social proof mechanisms like real-time user activity notifications, testimonials, and social media engagement.

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AI’s Growing Role in D2C Brands

AI as the Smart Bartender

D2C brands in India are rapidly adopting AI to enhance personalization and customer engagement. Ankit compares AI’s role to that of a smart bartender—remembering preferences, making personalized recommendations, and keeping customers engaged.

How AI is Transforming the D2C Landscape

Some of the ways AI is changing the game include:

• Predictive Personalization: AI-driven engines analyze browsing habits and past purchases to offer tailored recommendations, improving conversion rates.
• Gamified Data Collection: Instead of traditional forms, brands use interactive quizzes to collect first-party data, increasing user participation.
• Conversational AI: Chatbots and automated assistants provide real-time support, enhancing the shopping experience and reducing drop-offs.

Despite these advancements, Ankit emphasises that AI is only as good as the data it receives. Brands must focus on high-quality data collection and analysis to maximise AI’s effectiveness.

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Building Brand Loyalty in a Crowded Market

Moving Beyond Loyalty Programs

With countless D2C brands competing for attention, fostering brand loyalty has become more challenging than ever. Ankit highlights a key shift: traditional loyalty programs are fading, and community-driven engagement is taking their place.

Consumers no longer collect points; they collect experiences. Successful brands build strong communities through:

• Exclusive Memberships: VIP customer groups and early access programs create a sense of belonging.
• Co-Creation: Involving customers in product development, such as letting them vote on new fragrances or designs, builds stronger connections.
• Direct Engagement: WhatsApp groups and brand challenges foster deeper relationships with customers, enhancing retention and repeat purchases.

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The Future of Influencer Marketing

The Rise of Nano-Influencers

Influencer marketing remains a powerful tool, but Ankit stresses the importance of leveraging nano-influencers—those with smaller but highly engaged followings. Unlike celebrity endorsements, nano-influencers create authentic content that resonates with their audience.

Making Influencer Marketing More Effective

• Allow influencers creative freedom rather than dictating content.
• Use personalized landing pages that adapt based on which influencer referred the visitor.
• Extend the influencer’s impact beyond the first click by keeping their recommendations visible for return visitors.

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Conversion Optimization and Personalization

Moving Beyond Ads

Performance marketing will always be crucial, but brands need to move beyond just running ads. Ankit emphasizes the importance of adaptive websites—ones that change based on visitor behavior and past interactions.

Strategies for Higher Conversions

• Personalized Offers for Returning Customers: Show offers based on previous purchases.
• COD to Prepaid Transition: Offer targeted incentives for COD shoppers to switch to prepaid models.
• Seamless Ad-to-Landing Page Experience: Ensure landing pages align with ad messaging to maintain consistency and relevance.

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The Key to Trust: Transparency and Proof

Why Trust Matters More Than Ever

Trust is the foundation of any successful D2C brand. Consumers today are skeptical of traditional marketing claims and rely more on real customer experiences.

How Brands Can Build Trust

1. Prioritize Customer-Generated Content – Encourage real buyers to share their experiences through videos and testimonials.
2. Eliminate Fake Reviews – Ensure that online reviews are authentic and verifiable.
3. Be Transparent About Policies – Clearly communicate return and refund policies to reduce buyer hesitation.
4. Leverage Community-Led Branding – Foster a sense of belonging through engaged customer communities.

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The Takeaway: Focus on Trust and Adaptability

As the D2C landscape evolves, brands must move beyond outdated marketing models. The focus should be on building trust through transparency, leveraging AI for deeper personalization, and creating meaningful customer experiences.

As Ankit puts it, the future belongs to brands that “let their own customers do the selling.”

For brands looking to stay ahead, the message is clear: adapt, engage, and build communities that customers want to be part of.