MULTICHANNEL


Word of mouth is something that is at the heart of any direct-to-consumer business strategy and social media has been a primary driver of ‘talkability’, by encouraging engagement and providing customers a place to share and exchange experiences. Glossier’s success is a strong example, as it treats each customer like an inf luencer, has developed ambassador programmes, and has established such a loyal following that its recent London pop-up was extended following record sales.


When customer experience data can be shared within retail channels, its value can be leveraged to maximise competitive advantage. Customer feedback and reviews are an unfiltered


communication channel, making it a great resource for retailers and brands to learn more about their customers and how they feel about specific products. They also provide invaluable insights into potential opportunities for product improvement.


Digital advantages like these never guarantee success, particularly where DTC brands see the digital and physical worlds as mutually exclusive. Embracing both realms is at the heart of any direct-to-consumer business strategy. In order to do so they must harness the power of tangible, real- world experiences, maximise use of their proprietary online data, boost review volume and tap into the power of word of mouth.


www.directcommercemagazine.com | Direct Commerce


“Word of mouth is


something that is at the heart of any direct- to-consumer business strategy...”


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