Legacy brands must rethink their focus on serving customers and their needs

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 11, 2019, 5:58 AM UTC

The author contends that direct-to-consumer (DTC) brands have been successful in developing repeatable purchase experiences.

For legacy brands aiming for long-term success, a value shift is essential. The author notes that these brands can learn from DTC companies. The article emphasises that a value-shift is necessary as buying out competition is only a short-term solution.

More specifically, legacy brands must learn how to develop purchase experiences that customers would want to repeat. Legacy brands must then look at DTC companies and revaluate how their purchase experience stacks up. Having direct access to consumer’s purchasing habits, something legacy brands have to rely on market research and sales figures for, works to DTC brand’s advantage.

DTC brands are particularly focused on consumer care wherein they reward loyal consumers and develop seamless purchasing processes. Contrarily, legacy brands tend to labour over retail partnerships and distribution.

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