How can brands better capitalise on the growth of DTC routes in the long-term?
Clare Lawson, Chief customer officer at Ogilvy discusses the various benefits to brands in DTC and gives her take on the long-term growth opportunities.
"DTC means the brand and the business can get a deeper and more real time view of their customer base."
There are so many benefits to brands in DTC, but for me there are two that stand head and shoulders above the rest. Firstly, going DTC gives a brand the ability to provide the consumer with a unique end-to-end brand experience. Not just at initial purchase, but how the brand behaves, the consumer needs it meets, how it can add value over and above the transaction, how the consumer receives and interacts with the brand. All of these points are levers that drive closeness to your brand, and with it bring incremental lifetime value. Retailers, re-sellers, channels can disrupt it. DTC enables greater purity.
And secondly, DTC means the brand and the business can get a deeper and more real time view of their customer base. A brand can get to know the demographics of the customers. They can gain feedback, get more qualitative and quantitative data points, and use this for prospecting, and fulfilling their unmet needs. And importantly, as they own the data, they can act at speed on any changes in who their customers are, and what they need. As markets continue to transform, this becomes a superpower.
Read the full article on Creativebrief here.