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For CMO Professionals

The Marketing Case For A Branded Sales Channel

Marketers Must Look Beyond Incremental Sales And Margins To Assess The Full Impact Of A Direct Sales Channel

February 1, 2013

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Authors

  • By Fortune Alexander
  • with Luca S. Paderni,
  • Samantha Merlivat

Why Read This Report

Every product category has a set of competitors that have a branded route to the customer — such as The Body Shop in cosmetics, Gap in apparel, and Apple in consumer electronics — while still partnering with retailers to extend their reach. Marketers across all categories are recognizing the benefits of a branded channel, both for sales and for customer insights. To correctly assess the benefits of a direct-to-consumer (DTC) channel, senior marketers should consider its impact not only on incremental sales and margins but also on the brand experience, channel management, and customer insights generation. Read this report to learn how to correctly evaluate benefits and drawbacks when making the case for a branded DTC strategy.

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