Use omnichannel to scale DTC brands

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 02, 2021, 1:09 AM UTC

With the pandemic impacting overall commerce, Direct-to-consumer (DTC) brands could opt for omnichannel distribution to scale up.

DTC brands can get back to advertising online to acquire consumers, earn profits and build their brand. But, while looking to expand offline, in addition to omnichannel distribution, they need to leverage their learnings from operating online.

Pandemic-driven slowdown in retail infrastructure has led to shorter leases, experimental layouts and flexible financial facilities, making testing an offline presence feasible. However, brands need to have a focused mission along with lean operations and an organised approach to first-order profitability to succeed.

As the pandemic, environmental awareness and social movements have made consumers more concerned about the community, DTC brands must focus on business morals to win customers. They should pay close attention to how they treat their stakeholders and make sure the company “charges fair – not low – prices.”

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