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data. Typically, CPG brands reliant on supermarkets, marketplaces and retailers to sell their products are at the mercy of these partners in feeding back the data. Retailers who take a D2C approach, however, own the entire customer journey and are well-placed to develop a 360 understanding of their customers.


The wealth of data available is substantial, providing brands with valuable insights and one singular source of truth which cannot be underestimated. Brands can then go on to optimise products, processes and communications and increase relevance to consumers in a way that isn’t possible when selling via third parties. Not only this, but control of the data also facilitates new ways of exploiting it – whether it’s running more targeted marketing campaigns or identifying shifting consumer behaviour patterns. The lesson here is that data is the future,


EXPERT ROSTER


and retailers will want to own as much of it as they can.


The switch won’t happen overnight A D2C sales channel should factor in every stage of the customer journey and there are myriad factors to take into account. For a start, they should consider the most effective means of competing with marketplaces, retailers and other brands for web traffic, whether it’s through social, search or PPC. From there, engaging content, immersive experiences and a seamless user experience will help brands build genuine connections with consumers and retain their custom.


Beyond this, a well-oiled D2C operation requires significant upfront investments in real estate, technology and staff. For example, any business aiming to achieve scalable online sales needs a platform that provides all the modern tooling needed to run an online business. It’s through


these tools that brands gain the information required to treat customers as individuals. From a fulfilment perspective, D2C brands are in the business of sending regular packages to consumers rather than shipping bulk containers, meaning considerable changes to operating models will be necessary.


PepsiCo, Heinz and Nike have all proven the value of D2C in times of hardship. If other brands are to embark on similarly successful projects, they will need to ensure data, technology and processes can integrate and inform one-another across the entire customer journey. Those which do it right will set themselves up with a new source of income on top of the traditional wholesale channels when they return. But a cookie-cutter approach is no longer enough, and CPG brands considering the leap will have to decide whether such a commitment is right for them.


FOR INCLUSION CALL THE CLASSIFIEDS TEAM ON 0208 092 5227


Providing cost-effective PR & marketing support. Flexible, practical and innovative.


A friendly professional helping you to stand out from the crowd.


Call me, Claire Hart, on 01460 259776 or 07825 077792 claire@grassrootspr.co.uk www.grassrootspr.co.uk


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For inclusion call the classifieds team on


0208 092 5227 Direct Commerce | homeofdirectcommerce.com


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