The DTC strategy keeps growing and is transforming the way brands build relationships with end consumers
In a landscape where a “new consumer” is on the rise, with a more demanding profile, DTC (Direct To Consumer) delivers unique, personalized experiences that bring brands closer to this audience and build loyalty. One of the goals is to make the purchase process part of the user experience, driving engagement.
What has motivated manufacturers to adopt direct retail? Below, we list the five most relevant goals:
1. Strengthening the company’s image and building the brand
Brands that use DTC prioritize marketing, the brand name, and the direct experience with the consumer. In addition, social media has also helped bring audiences closer through direct interaction, promotions, engagement, and the generation of data.
2. Delivering a differentiated customer experience
When a brand has its own POS, it has greater freedom to create activations in physical spaces. Interactions and digital experiences attract the public in a distinctive way, spark interest in the brand and its products, and generate more human-centered sales. Take our activation for Colgate, carried out in partnership with Get2Market, responsible for creating the project, and Creative Display, responsible for fabrication. We brought our technology to more than 32 locations across São Paulo, Rio de Janeiro, Brasília, Recife, Salvador, Curitiba, and Manaus. With Lift & Learn, people could pick up products from the glorifier, triggering content on the display and enjoying the custom LED animation, as well as learning tips from the dentist through the holographic cube.
3. A broader, more complete portfolio
A brand that has its own space, whether e-commerce, a physical store, or even pop-up stores, can showcase its entire available product line and also offer exclusive products, which is a great strategy. That way, resellers don’t compete directly with the brand’s own POS. We were recently invited by Nestlé to develop digital experiences for the new Kit Kat Chocolatory flagship. In the interactive store, consumers can find all the new flavors and different sizes of Kit Kat.
4. Collecting consumer data
Today, brands have several ways to reach consumers directly and collect data: through e-commerce, social media, and offline media. Collecting data at physical locations, however, still feels new. By implementing BI (Business Intelligence) in brick-and-mortar stores, brands can build a great sales strategy. At an event, Consumer Breakfast, Intel presented an Alice Wonders project as a new sales model for laptop retail. As a result, we were able to collect data showing average ticket, number of interactions, foot traffic, and which laptop model best matches each consumer’s needs, in a personalized way.
5. Greater independence from other sales channels
Brands are increasingly seeking to depend less on resellers. That doesn’t mean, however, that they will abandon their relationships with existing channels. Brands such as Granado, Havaianas, Swift, Garoto, Nestlé, P&G, Adidas, and Nike are some examples of successful DTC strategies.
Direct to consumer is one of the strongest and most efficient sales strategies on the market for major brands. And delivering amazing, personalized digital experiences to the public is the best way to retain them. Enjoyed this? Then read more about Shopping experience: how stores are evolving to delight consumers.
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