Appliance brands have considerable room for progress in the direct-to-consumer (DTC) space, as less than 2% of customers are making purchases from manufacturer websites at present.
This insight was drawn from a study by management consultancy McKinsey, entitled “Direct-to-consumer e-commerce in appliances: A Strategic Growth Opportunity” , that was co-authored by Dave Fedewa, Nicolas Jabs, Ramji Sundararajan and Kevin Wei Wang.
DTC is a big opportunity
- Many appliances are a comparatively big-ticket purchase, and have a wide range of features and settings that can potentially be explained and explored thoroughly online.
- According to McKinsey, fully 80% of brands...