How a new breed of pet care brands are finding success with a direct-to-consumer model
The Covid-19 pandemic has accelerated growth in online pet care, as owners shift spend to ecommerce channels.
Eve Sleep’s CEO on what big brands can learn from a DTC scaleup (and vice versa)
At Econsultancy Live, Eve Sleep CEO Cheryl Calverley spoke to Econsultancy founder Ashley Friedlein about what retailers and big corporations can learn from the D2C model.
How can FMCG brands make the most of their hard-won first party data & deliver more effective digital advertising?
During the coronavirus pandemic, many FMCG brands have established new channels and relationships with consumers. How can they use these to gather first-party data and put it to effective use in their advertising and marketing campaigns?
How drinks brands have adapted to Covid-19, as told by a ‘grain to glass’ marketing agency
How have alcohol and drinks brands adapted to the highs and lows of Covid-19? We spoke to Tom Harvey, co-founder of “grain to glass” marketing agency YesMore, about direct-to-consumer sales, adapting marketing strategies, and how to be more human on social media.
Four challenges for FMCG brands going direct to consumer in the pandemic
Coronavirus has resulted in a shift in shopping behaviour, with many more consumers now heading online for groceries, as well as bulk-buying food and household items.
Subscription box retailers enjoy high search traffic and low online advertising costs – but will new users stick?
Rebecca Sentance speaks to three subscription box companies – Pasta Evangelists, a subscription box service for making “restaurant quality” pasta; Craftiosity, a craft subscription box; and Cratejoy, an ecommerce platform for subscription boxes – about the increase in demand that they’ve seen, why subscription boxes are playing such an important role in the current crisis, and what the lasting effects of the pandemic might be on the subscription box industry.
Brand Purpose Best Practice Guide
1. Introduction The concept of ‘brand purpose’ is not new, but as consumers want more than a transactional relationship with the brands they buy from, it remains high on the agenda for companies. Research continues to show that consumers are assessing what a brand says and does. They see brand purpose as an important factor […]
Ecommerce Best Practice Guide
1. Introduction This guide has been created to help marketers either review their company’s existing ecommerce strategy or to help create an ecommerce proposition from scratch. It includes a multitude of practical tips that can be applied to individual aspects of an ecommerce business to maximise results. Brands must make many choices when thinking through […]
Ecommerce: Third-Party Marketplaces for Retailers 2018
1. Introduction In the space of 20 years, Amazon has grown into a $200bn company[1], selling everything from books to health foods. It is now the fifth largest retailer in the UK according to Verdict, beaten only by four supermarkets.[2] It is estimated to have accounted for a third of all UK spend online in […]
Alphafly made me realise I now think of Nike as a direct-to-consumer brand
Nike’s DTC ambition is no secret, but a notification on my phone about the impending release of the much-talked-about Alphafly Next% running shoe made me realise I don’t want to buy from any old retailer.
Will Nike’s pandemic digital gains pay off?
Nike’s experience demonstrates just how challenging the current environment is for even the strongest of brands and offers a sobering reminder of how even top retail digital performers are still often highly dependent on physical retail.
Nike’s new NYC store raises the bar for customized shopping experiences
Nike’s latest flagship store has arrived on New York’s Fifth Avenue, and with it comes a glimpse into the future of retail. An oft-trotted expression maybe, but the ‘Nike House of Innovation 000’ (its official title) is deserving.
Nike dumps Amazon to focus on D2C efforts, more “distinctive” partnerships
In 2017, after years of resistance, Nike announced that it would sell shoes and athletic apparel directly on Amazon.
An introduction to direct-to-consumer brands and their marketing
In the past decade or so, we’ve seen a swathe of successful digital-first D2C brands make their mark. From Dollar Shave Club to Glossier – D2C has become synonymous with success.
But why is this the case, and what does it tell us about retail and marketing? This briefing will explore the benefits of the D2C sales model, take a look at some of the best examples of this trend, as well as examine the future of D2C.
Digital Shift: The D2C Playbook
The expansion of direct-to-consumer propositions is creating some interesting new opportunities for innovation in specific sectors. In 2019, Neil Perkin examined the rise of subscription services by Beam Dental and Tide, as well as the launch of Loop, a zero-waste platform, and Deliveroo’s move into the own-label space.
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Digital Marketing Strategy Fundamentals
Learn what digital strategy means and the practical tips for developing your own.
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2 Min
Learning from Digital Disruptors
Discover what disruption means and how you can learn from disruptors in your industry.
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20 Min
Strategy
Objective and KPI setting, to budgeting for digital marketing, using data for planning, segmentation and targeting and customer journey mapping
14 Min
Modern Marketing Strategy
How to make your marketing strategy quantified, agile and future-proofed.
16 Min
Brand and Value
Ways you can add value to people and organisations through your brand: how to build your brand and how to avoid breaking your brand.
10 Min
Positioning
Learn how the fusion of digital, classic tools and architecture offers unique capability to do positioning in real-time and at an individual level via dynamic personalisation.
15 Min
Market and Customer Orientation
Explore ways to achieve market orientation through a customer-focused approach and ensure engagement from your organisation.
14 Min
Customer Insight
How to make the most of the latest methods and digital data analytics to fully inform your customer insight planning.
24 Min
Distribution
Learn about how traditional models of distribution have changed and how digital has broken down the barriers to entry.
27 Min
Innovation and Trends
Where we are now and what is likely to happen in the world of digital. We discuss the big digital eras and their impact on marketing, as well as the key innovations, challenges and opportunities to prepare for.
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Ecommerce Fundamentals
What ecommerce is and key considerations for providing an effective online selling platform.
2 Min
Ecommerce Optimisation
Why digital teams need to understand and improve on-site conversion funnels.
2 Min
Performance and Affiliate Marketing
How performance marketing works, what affiliate relationships are and the associated cost models.
2 Min
What is Conversion Rate Optimisation (CRO)?
Discover the basics of CRO and the challenges of doing CRO effectively.
3 Min
CRO: Analysing and Optimising Customer Journeys
Discover what good optimisation is, the types of data that can be used and how it can be used.
2 Min
Segmenting Customers to Improve Optimisation
Why test design needs to be aligned with customer profiles and how to segment for testing.
2 Min
CRO: Dealing with Cart Abandonment
Why optimising the checkout funnel is critical and techniques to reduce abandonment.
3 Min
Utilising Customer Feedback in CRO
Learn the purpose and value of qualitative data for CRO and the different tactics.
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3 Min
Ecommerce Checkout Success
Seven steps to checkout success, from minimising distractions to building trust.
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2 Min
Omnichannel Path to Purchase
Critical steps we can take to navigate the complexity of omnichannel.
24 Min
Ecommerce
Learn the key components of ecommerce and the competencies needed for it to be successful. As well as online merchandising principles and the optimisation tactics you can put into practice.
15 Min
Segmentation and Targeting
Learn how to select target segments based on relevance using both classic and digital methods.
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How do you know if D2C is right for your beauty brand?
Is a D2C model right for your beauty brand? Karishma Joshi and Chloe Buckland of Capgemini Invent examine the challenges and opportunities in the market, taking in tech, brand, retailer strategy, content and data.
Diageo on D2C strategy, owning search and adapting to new consumer moments
For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, […]
Subscription models to retail media: How is ecommerce changing right now?
The events of 2020 have fundamentally changed the course of ecommerce. So, what can marketers and brands expect over the coming 12 months? Our own Richard Robinson, Managing Director of Xeim Engage, asked the following panel of experts at eCommerce Expo 2021 for their opinions: Cassandra Stevens – Global Commerce Lead at Publicis Commerce Simon […]
A day in the life of… Rob Bridgman, CEO and founder of D2C sofa company Snug
Today’s ‘Day in the Life’ features Rob Bridgman, the CEO and founder of ‘sofa-in-a-box’ company Snug. We caught up with Rob to find out how the pandemic has impacted his day-to-day role, as well as some of his predictions for the future.
How Allbirds has been successful in both the west and China
Breaking into the Chinese market is a notorious challenge for many overseas brands, despite the appeal. Here’s how D2C footwear brand Allbirds has adapted to China.
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Digital advertising: which trends will dominate 2021?
From the increased prominence of digital and programmatic to an emphasis on advertising flexibility, resilience and agility, here are some themes that our experts believe will define advertising in 2021.
Eve Sleep’s CEO on what big brands can learn from a DTC scaleup (and vice versa)
At Econsultancy Live, Eve Sleep CEO Cheryl Calverley spoke to Econsultancy founder Ashley Friedlein about what retailers and big corporations can learn from the D2C model.
Eve Sleep’s Cheryl Calverley: the ‘wise consumer’ brings different expectations to ecommerce
In an interview during Econsultancy Live this week, Cheryl Calverley, CEO of Eve Sleep, suggested that the Covid-19 pandemic will “give rise to the wise consumer” in ecommerce.
The DTC pandemic boom: What can we learn?
Elliott Clayton, SVP at Epsilon-Conversant, looks at the direct-to-consumer trend, how it was enhanced during the pandemic, and what we can learn long-term.
Subscription box retailers enjoy high search traffic and low online advertising costs – but will new users stick?
From meal ingredients to craft kits, beauty products to coffee beans, there’s a subscription box for almost everything.
UK food wholesalers are pivoting to direct-to-consumer in the coronavirus crisis – will it work?
As people across the UK have heeded advice to stay indoors and only venture outside if necessary, restaurants and pubs who would normally be catering to large crowds have closed their doors.
Fast Track Ecommerce and Online Merchandising training
Ecommerce expectations and shopping behaviours are changing rapidly. By combining best-practice methods with cutting-edge techniques, this Ecommerce and Online Merchandising training course will ensure your brand’s ecommerce delivery thrives in a competitive marketplace.