COMMERCIAL STRATEGY FRAMEWORK

Direct-to-Consumer is often misinterpreted as Ecommerce to the exclusion of all else. So, taking that step towards Direct-to-Consumer can be daunting, especially if you are primarily a retail distributed brand. Fear of disrupting retail relationships can be a significant barrier to committing to the process. In the second instalment of this 4 part-workshop, Jack outlines why successful DTC Strategy is so much more than Ecommerce and how to navigate the transition (mostly!) conflict free.

The benefits of Direct-to-Consumer are well established at this point. However, it is also regularly misinterpreted and undervalued. In the first instalment of a 4-part series, Jack frames up why DTC, done right, is a critical part of overall business strategy; And then he will explore the 5 most common mistakes that are made, and how to avoid them.

This year has started like no other in my 12 years working in this sector. And from what I have heard in my day-to-day conversations, it ranks amongst the worst for decades before my career started too. Mountains of stock. Dwindling online sales. Exceedingly high advertising costs. Maybe you are experiencing one, some or all – either way believe me you are not alone. So, allow me to try to provide some clarity, in a world of utter chaos.

Barely two months in to 2022, and the headwinds are gathering. Rather than focusing on the negative, take a proactive approach. Take time to understand your data and how it can be used to reveal the true extent of your challenges. Once you do that, you are much better equipped to do something about it.

The benefits of DTC are well established. However, it is also regularly misinterpreted and undervalued. This is mostly tied back to a fundamental misunderstanding of the importance of strategic planning. So if you're DTC plans are not delivering, you may be making one of the ‘5 most common DTC mistakes’.

It is crucial that Direct-to-Consumer strategy is approached carefully to reap the most rewards.  For this article we will be focusing on selling through your own website.  So, to help here are 5 fundamental questions you MUST answer to do it and do it right.