While once a nearly unfathomable strategy, many of today’s consumer goods companies are taking the leap and skipping the middleman to sell directly to consumers. Reasons for going DTC can vary depending upon the company, its products, and its core consumer, but the benefits of forging direct relationships with consumers can be plentiful.
And although motivations may differ, the truth remains that with this new path to purchase comes new data that must be appropriately integrated with traditional sales channels for maximum insight. Even when the DTC goal is not strictly a transaction, optimizing use of this first-party data requires defining a new data foundation.
Explore how consumer goods companies like General Mills, Kellogg, and Mondelēz International are defining and developing these DTC data foundations, and learn what CGs must be mindful of on their own journeys.