In almost all product categories, consumers are making fewer trips to brick-and-mortar stores. When consumers see brands and products on shelves, they can touch, feel and learn about them, and awareness and buying increase. As that real-life exposure decreases, brands feel the pain of lost sales. In fact, when a store closes, only a small…
Jon Weber
Brands have increasingly recognized the need to add direct-to-consumer (D-to-C) distribution to their traditional retail channels. Our research suggests broad adoption of some kind of D-to-C activity across categories (from 100 percent of major footwear and apparel brands to under 20 percent for food and beverage brands selling online), but we've seen surprisingly few firms…
