Creating a cohesive brand experience across channels can help brands excel both online and offline.
This piece argues that online DTC brands, with access to real-time customer insights from multiple channels, are better equipped to adopt offline business models. However, traditional retail brands are often less equipped to move to the digital business due to the lack of real-time actionable insights.
Further, the sales of online stores are complemented when consumers visit the offline stores of DTC brands. Traditional businesses should look to integrate feedback from third-party retailers to create an effective digital business model.
While there is no competition between offline and online businesses, both DTC and traditional brands are moving towards a digitally fluid business model. The author contends that both businesses should focus on customer interaction and create a holistic brand experience across channels.
[4 minute read]