Integrate marketing, sales for DTC model

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 03, 2021, 5:34 AM GMT+0

With the pandemic altering consumer’s shopping habits, brands must consider adding a direct-to-consumer (DTC) channel and support that with the right supply chain structure.

Delving into a DTC model can allow brands to better gauge potential shifts in demand, and match operations accordingly. On the operational front, getting the DTC supply chain right requires postponement, fulfilment, manufacturing and distribution to be as close to each other as possible.

This must be further supported by accurate, granular and real-time data sourced through sales channels. The products meant to be sold through the DTC channel must be specifically designed for the channel.

Marketing and selling efforts of a DTC brand should follow an integrated approach, making it easier for brands to spot bottlenecks, reduce costs and speed up production. Further, allowing for transparency and equipping consumers with tracking capabilities are key to a DTC brand’s success.

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