Trends Report

Refit Your Applications For Direct-To-Consumer Sales

Direct Selling Is Here To Stay — But Requires A Fundamental Review Of Your Application Portfolio

December 13th, 2017
George Lawrie, Vice President, Principal Analyst
George Lawrie Vice President, Principal Analyst
With contributors:
Christopher Andrews , Michelle Beeson , Bruce Eppinger , Luis Deya , Andrew Reese

Summary

The rise of direct-to-consumer (D2C) selling models challenges traditional sources of competitive advantage for consumer-packaged goods (CPG) brands. Key elements of D2C sales — collapsing barriers to entry, increased influence of digital media on consumer purchases, and the fragmentation of taste and preference — jeopardize scale and brand loyalty advantages. This research shows application development and delivery (AD&D) pros in CPGs how to capitalize on the new opportunities of direct to consumer commerce.

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