波士顿咨询BCG直接面对消费者的营销模式DTC展望报告英文版15页.pdf

EvenBigBrandsNeedaDirect-to-Consumer

Strategy

NOVEMBER16,2021

ByDanBodley,AndreasLiedtke,andPinarTekin

ADTCchannelthataddstototalgrowthallowsacompanytocollectvaluable

consumerdata,personalizetheexperience,quicklylaunchandtestnew

products,andgrowthebusiness.

Theattitudetowarddirect-to-consumer(DTC)initiativeshaschangedalmost

overnight.Largeconsumerbrandsusedtoworrythatsuchinitiativeswouldcreate

channelconflictandcannibalizethebusiness—nottomentiondispleaseretail

©2021BostonConsultingGroup1

partners.NowtheyrealizethattheDTCapproachallowsthemtocollectvaluable

consumerdata,personalizetheexperience,quicklylaunchandtestnewproducts,

andgrowthebusiness.What’smore,asthepandemichasrevealed,italignswith

thewaymanyconsumerswanttointeractwithbrands.

Today,companiesdon’thavetochoosebetweenDTCchannelsandretailpartners.

Instead,theyjusthavetoensurethattheDTCchanneltheyestablishaddstototal

growth.Consumerbrandsthatarenotalreadyinvestingtimetoevaluateand

improvetheirDTCcapabilitiesneedtostartdoingsoimmediately—orfacelosing

marketsharetomorenimblerivals.Tohelp,wehavecodifiedasetoflearningsfor

consumerbrandstorapidlyacceleratetheirDTCeffortsandreapthebenefits.

DTCIsHeretoStay

OurdefinitionofDTCbrandsisexpansive.Itincludes:

•Digitallynative,online-firstconsumerbrandswithaportfoliofocusedona

particularproductcategory

•Retailbrandswithstoresthatfullyembracedigitalchannelsthroughtheirown

websites(see“TheRetailResponse”)

•Well-establishedconsumerbrandsthataresoldmainlybyretailpartnersand

areexperimentingwithDTCasanewbusinessmodel

THERETAILRESPONSE