99% of brands look to DTC
99% of CPG (Consumer Packaged Goods) firms are investing in Direct To Consumer (DTC) sales models according to Salesforce research cited in Retail Week & Edge by Ascential‘s recent report. It describes a massively accelerated shift to DTC due to C19, evidenced by Nike forecasting $16bn of DTC sales this year and Adidas saying that 60% of its sales are now made through direct retail. And less high price ticket firms are also doing the same, including Kraft Heinz, Unilever & BrewDog.
FMCG firms trying to build direct relationships with consumers means facing new or radically altered challenges in data, pricing, customer service & logistics, to name just a few.
Brands will need outside expertise & experience to ensure they exploit these new opportunities, not make unnecessary mistakes & end up as dependent on Amazon as they used to be on 20th century retailers.
