Their “culture of speed and experimentation” is enabled by their access to consumer data.
For direct-to-consumer (DTC) brands to diversify choice and reshape how people buy, they use digital channels to build genuine and inclusive customer relations and listen to people’s feedback. Marketing can evolve by employing a “test and learn” approach to optimise the process of acquiring customers.
Citing Gousto’s example, the author explains how the meal kit retailer initially focussed on performance, but has now placed brand-building at the top of the funnel. The advantage of operating in the DTC landscape is the ability to “start small and scale fast”.
DTC brands can access large amounts of first-party data to improve referrals and recommendations. They can establish direct relationships with consumers, thus facilitating personalisation, making end users feel that they’re being given a “meaningful choice”.
[2 minute read]