Wrapping it up
We live in exciting times. Commerce is going through a historically transformative period of change and the brands that take control of their destiny are going to shape commerce for years–if not decades–to come. And as partners in change, we love that brands are inviting us in to help. We’ve been able to build on our human-centered background to create experiences and organize businesses to deliver on something special. And along the way, we’re happy to share what we learned…
The business drivers behind new direct-to-consumer channels extend beyond additional sales. The ability to capture data and use that to form a loyal customer base and inform product innovation is becoming a key competitive advantage.
Navigating and rethinking relationships with resellers and distributors is proving to be a really big challenge, but businesses that can do it will enjoy the advantages for years to come.
It’s not enough to just set up an eCommerce website. Businesses will need to unlearn and relearn marketing practices that cater to a savvy generation of consumers.
Brands aren’t going to beat the big players like Amazon on price and convenience alone. They will need to dig deeper into their brand promise and create an experience that’s uniquely them.
Setting up a new DTC channel will touch many parts of the business so they should think about the implications in a broader context. This will help avoid unintended consequences and bolster buy-in from cross-functional leaders.