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Successful DTC Requires Brands To Offer Solutions

May 29, 2018: 12:00 AM EST
Selling direct to the consumer online remains a huge opportunity for brands, and one that is likely to transform the industry, but brands need to do more than just sell to consumers. Instead, they must offer solutions to their specific needs. Glossier, in the cosmetics category is a good example of how brands should rethink their consumer relationships. The brand is positioned strongly towards millennials, focusing on social media to build engagement by offering a sense of community and personalization, and by offering solutions. It has on offline store, in New York, geared to encourage visitors to share their experience online. The growth Glossier and other dynamic are generating demonstrates the potential impact of a better consumer focus.[Image Credit: © Glossier]
Mark Osborn, SAP, "‘To’ or ‘For’ Consumers? Shifting Perspectives for Driving Growth", Consumer Goods, May 29, 2018, © EnsembleIQ
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