Going the direct-to-consumer (D2C) route not only helps brands to save costs but also creates customer loyalty and retention, while partnerships can further boost those benefits by combining passion points to deliver strong consumer delight.

Why it matters

Both D2C and partnerships are advantageous to brands because the former caters to all types of consumers – the value-driven, purpose-driven and loyalty-driven – while the latter addresses consumer pain points as they help brands to grow.

Takeaways

• Three D2C principles: the consumer is boss; D2C is a brand-building opportunity; a clear definition of success is needed.
• Partners are needed for brands...