PHOTO:
Mika Baumeister
Direct-to-consumer isnât just for D2C-native brands anymore. The trend of established brands opening up D2C channels gained momentum throughout 2020, as D2C became an important way for consumer brands to connect with customers who were staying out of stores and shopping online. In April 2020, as the pandemic reshaped buying habits, US D2C sales were projected to reach $18 billion for the year.
Brands with products that consumers are comfortable buying online, such as clothing and shoes, arenât the only ones making the move. For example, some appliance manufacturers that have traditionally relied on authorized retailers and dealers to sell their products are also now selling directly to consumers. Instead of having to visit a store to buy a new refrigerator and be limited to whatâs in stock, or order through a retailerâs website, some brands now give shoppers the option to browse, compare, learn about and order appliances for delivery directly from their website. Companies launching a D2C channel can now have complete control of the customer experience, their brand and also learn more about their customer base in general.