How brands can create opportunity through direct-to-consumer channels - Business Insider

The coronavirus pandemic has irrevocably altered the retail landscape. While traditional channels may rebound to some extent, what's true before COVID-19 is only more critical now: Moving forward, brands must offer customers diverse buying options. In order to build brand loyalty, own the customer experience, and control their destiny, both B2B and B2C brands need to build a strong direct-to-consumer e-commerce channel. Here are five tips for optimizing your company's DTC strategy.

During the current pandemic and beyond, over-indexing on a third-party retailer means that your shopping experience, delivery process, and even the packaging are all controlled by another company. This means that customers form emotional connections with their brand, not yours. Being able to own that customer experience, control the buying journey, and gather crucial customer data to form new business insights are all reasons why aFor some brands, channel conflict continues to be a concern.

Remember too that traditional channels will rebound eventually. The landscape may be altered significantly, but they will come back. If you leverage your DTC e-commerce channel effectively, you'll gain valuable customer insights that will empower better shopping experiences through retail partner channels when they return. With omnichannel shopping experiences being the way of the future, the need to move past the fear of channel conflict is essential for long-term success.

For brands, a lack of control over the buyer journey can lead to business disruptions. In today's competitive market — one that's been rocked by COVID-19 — such disruptions can be fatal if not approached strategically. Use the current business environment as an opportunity to reassess your e-commerce strategy and build a robust DTC channel. This is the best way to position your company for success now and into the future.

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