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> How Direct-to-Consumer Brands Can Continue to Grow

商品編號: R2106G
出版日期: 2021/11/01
作者姓名:
Rangan, V. Kasturi;Corsten, Daniel;Higgins, Matt;Schlesinger, Leonard A.
商品類別: Marketing
商品規格: 11p

再版日期:
地域:
產業: Retail and consumer goods;Direct to consumer e-commerce
個案年度: -  

 


商品敘述:

Direct-to-consumer (DTC) brands such as Allbirds, Casper, Peloton, and Warby Parker have creatively found a weakness in the marketing citadel of incumbent brands. By using data gleaned from daily interactions with customers, these brands have been able to adapt how they serve their unique customer communities across a start-to-finish purchase journey. The best of them have parlayed that ability into a profitable business model applied across multiple channels and customer segments. But as successful DTC brands mature, they must recognize the need to evolve. The authors offer four principles for continued success: (1) Focus on deepening customer relationships, not just making comparisons with competitors. (2) Accompany the customer beyond the initial transaction. (3) Omnichannel is about value addition, not cost reduction. (4) Strengthen the core first; consider extensions later.


涵蓋領域:

Strategy;Marketing;Customer-centricity;Customer experience;Customer strategy;Customer relationship management;Customer relations


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