Remember when everyone thought that direct-to-consumer brands needed to be small, like The Dollar Shave Club? Well, Dollar Shave grew up (Unilever bought the company for 1 billion dollars) and so has DTC.
According to Profitwell, a fourth of the population shop from DTC brands, so it’s no surprise that the big guns such as Coca-Cola, M&M’s, and Nike are all in. And DTC is expanding significantly amid the rise of the stay-at-home economy. Here are four ways DTC is evolving in 2021:
Across every category, from consumer-packaged goods to apparel, DTC is growing.
Adidas recently announced an aggressive expansion of its DTC business, which should account for half of the company’s revenue by 2025. And they have plenty of competition in the activewear market, with Nike generating $12.4 billion from DTC in 2020 and Under Armour making $1.8 billion from DTC.
Large, global firms are well positioned to succeed with DTC. They already possess the infrastructure and fulfilment capabilities to expand their DTC operations. They have something else, too: first-party data about their customers. As Apple and Google wage a war against third-party cookies (and by extension, third-party customer data), more businesses need to figure how to use their own first-party data to create personalised experiences. Once the big brands figure out how to manage their own first-party data, they can wield an enormous advantage over niche players. And they will.
DTC is becoming a more customer-focused and delightful experience. Members can receive an experience that includes tailored recommendations, personalised samples and discounts on items that they actually want.
Isobar helped kitchenware manufacturer Zwilling build a DTC “complete kitchen inspiration” experience that fuses e-commerce with storytelling to rival the best retail sites online.To bridge inspiration with transactions, the site caters each customer’s experience with precise yet scalable content. Zwilling’s website is now delivered in 22 languages around the world. In three months, more than 50,000 new users joined the site and sales skyrocketed in the U.S. by more than 50 percent.
In some cases, DTC firms are morphing into multichannel merchants. Warby Parker eyewear, which got its start as a DTC company, now operates with hundreds of stores.
Olive & June, which sells nail polish products via DTC, also operates a physical location to provide nail services – making the brick-and-mortar location something like a showroom to advertise its products while offering value-added services. But many brands lack the capital to open stores – so they’re partnering with larger retailers to provide product samples to customers.
Nike is building a new DTC experience known as Nothing But Gold, which Nike says is a “new kind of shopping app dedicated to sport, style, and self-care.” It’s designed (in Nike’s words) “for girls who ‘Just Do It’ their own way.” It’s built on the premise that its customers deserve a say in the products that they buy. What really intrigues us is how Nothing But Gold will be a branded social media app, meaning Nike will create a community of like-minded fans without needing to use someone else’s social media app.
According to Women’s Wear Daily, Nothing But Gold will combine sport, style, activism, and mindfulness to inspire community members – and sell Nike products, too. Here again, we see how Nike operates at an advantage: after signing up new Nothing But Gold members on Instagram and presumably porting that customer data over to the Nike branded app, Nike will possess a treasure trove of first-party data on which to build a community. How many more DTC/social commerce experiences such as Nothing But Gold will emerge?
One certainty is clear: DTC is mainstream, and it has the power to separate the leaders from the followers.
Personalisation and DTC is a real passion for us at Isobar. If you’d like to learn more about how we can help you succeed by creating a more personalised experience through DTC, contact Alex Hamilton to schedule a free consultation.
Credit: Asher Wren, VP, Growth & Alliances