Consumers open the door to DTC success in a post-pandemic world
Brands have seen a boom in direct-to-consumer sales as Covid-19 has impacted on the shopping journey, with increasing numbers of consumers experiencing the benefits of going direct, according to new research from BBH London.
It’s an ill wind that blows nobody good and even the Covid-19 pandemic has seen some winners. For certain brands, the consumer shift towards online sales and a willingness to try direct-to-consumer (DTC) models may be the one good thing to have come out of a grim situation.
New research from BBH London, exclusive to Marketing Week, reinforces that for many categories buying online is now mainstream behaviour. Since the onset of the pandemic, 65.6% of the 1,000 consumers surveyed say they are either ‘a lot’ or ‘a little’ more likely to buy online, with convenience a more important factor than price in their changing behaviour.
Over half of consumers (58.4%) claim that buying direct from brands is quicker, while others cite the ease of search (57.4%) and the fact products are cheaper (32%).
Many of those consumers are already buying directly from brands, circumventing traditional retailers to get their products, although uptake varies widely by category.
