Mars Petcare has taken five of its brands into the direct-to-consumer (DTC) space over the past two years and it’s been a steep learning curve.

Why it matters

DTC is more than just another sales channel. Get it right and you understand customers better and serve them better, leading to more valuable long-term one-to-one relationships. But also accept that DTC may not be right for your brand.

Takeaways

• The brand experience should feel differentiated to drive maximum incrementality but at the same time it should also feel consistent.
• The DTC approach is about launching fast and iterating rather than bringing...