DTC gets physical

DTC brands got a boost during the pandemic but as normal retail activity resumes, many are finding they need to have some kind of physical presence alongside their online one. 

What’s happening  

Direct-to-consumer brands are going omnichannel, Inc. reports, as more shoppers look to engage with brands beyond a virtual environment. Back in May 2020, just 17% of consumers felt comfortable going to a shopping mall, according to a Morning Consult tracker. In mid-December 2022 that figure stood at 74%, and DTC brands have had to respond accordingly. Inc. notes several emerging trends.

New trends in DTC 

• DTC brands looking for a physical presence aren’t heading straight to Main Street, but are exploring alternatives such as regional malls and newly pedestrianized areas with local residential foot traffic. 
• With in-person shopping offering additional touch points, DTC brands see omnichannel as a way to expand customer acquisition opportunities and to generate new retail partnerships.
• DTC brands are using data and analytics to find new ways to present and group products in-store. 
• Data from DTC brands’ own stores or pop-ups is also being used to inform product development and customer outreach strategies.

Key quote

“There’s not going to be a slowdown in demand for retailers to continue investing in their brick-and-mortar channels, or even launching their brick-and-mortar channel for the first time” – Amish Tolia, co-CEO and co-founder of Leap.

Sourced from Inc., Morning Brew