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The Direct to Consumer Playbook

The Stories and Strategies of the Brands that Wrote the DTC Rules

Discover how any brand can drive a winning direct to consumer strategy, irrespective of market segments, with insight and lessons from the global companies who have made their D2C business a success.
EAN: 9781398605428
Edition: 1
Format: 234x156
288 pages

About the book

As consumer buying habits continue to shift, many businesses are turning their attention to e-commerce and selling direct to consumers. However, few manage to succeed at scale. Overcome the challenges of remaining competitive, adopting the right skills and maintaining resources, and discover how you can implement a successful D2C strategy, with lessons from the world's leading D2C brands.

Being able to sell directly is a relatively new phenomenon for consumer goods companies and best practice and experience are hard to find. Despite the abundance of tools and tips for general ecommerce, the problem is that building an offering which sells direct, processes orders, delivers products and keeps consumers satisfied is complicated and hard going. There are the risks that this model of selling and marketing drains resources and stamina. If you get it wrong, you alienate your client base and you lose repeat and new business. But if you get it right, there will be a positive impact to all areas of the company.

Written for anyone working for an organization who wants to understand what a successful D2C strategy looks like, The Direct to Consumer Playbook provides case studies and applicable lessons from some of the world's leading D2C brands from FMCG, clothing, sports and lifestyle, technology and food and drink, including Huel, Sugru, Allpants, Beer52, Snag tights, Who Gives a Crap, Hiut Denim, Caspar mattress company and Ugly drinks.

About the authors

Mike Stevens has played key roles in two of the most iconic start up-challenger brands in recent years: Innocent smoothies and Peppersmith plant-based chewing gum and mints. At Innocent, he built and ran their supply chain for six years before becoming a country manager and heading up the brand's launch in Scandinavia. In 2009 he co-founded Peppersmith. He now advises D2C food and drink businesses and is a mentor for Virgin Startup. He is based in Poole, Dorset, UK.