The ongoing pandemic has driven an unprecedented level of spending directly with brands and migration online has continued to accelerate, bringing renewed investment focus to this business model.
Digitally-mature, multi-channel retailers have been best placed to minimise exposure to (or sometimes benefit from) the dystopian shift in everyday life. For other brands and manufacturers, the shutdown of physical retail and the de-prioritisation of fulfilment of non-essential products by retail partners has meant an acceleration of plans to launch a direct to consumer (DTC) offer.
For investors, understanding the relative importance of an effective DTC strategy across sectors and the potential growth that can be unlocked through targeted investment in digital capabilities is more critical than ever before.
