DTC Era

An ‘experience gap’: Brands need performance marketing experts, but struggle to find them

More businesses are forgoing CMOs and looking toward more digitally savvy talent to lead marketing. The problem is: It's unclear if there's enough talent to meet the growing need.

Latest Stories

  • JUL 12, 2019

    How DTC brands are leading the customer data land grab

    Accurate consumer data is a goldmine for companies. While businesses have sought out feedback to inform future product design, DTCs provide a strengthened relationship between brand and customer. With this, more digitally-native startups are able to capitalize on data to receive quick and informative feedback.

  • JUL 10, 2019

    Tim Armstrong’s DTX Company is building a tech platform to boost DTC brand marketing efforts

    The DTX Company, Tim Armstrong’s DTC investment firm and marketing service, today launched a new concept called Unbox that will build a platform for brands in the program to reach new customers through events, offline retail activations, catalogs, TV and mobile, targeting areas largely untapped by young direct-to-consumer companies that have so far focused their marketing energies on the coasts.

  • JUL 10, 2019

    As Facebook and Instagram ad costs rise, DTC brands find a role for Pinterest

    Compared to Facebook and Instagram, Pinterest offers direct-to-consumer brands access to a smaller user base. But, it's starting to become a greater part of their marketing mix, albeit a smaller one, as brands look for cheaper traffic elsewhere as advertising costs on Facebook and Instagram continue to rise.

  • JUL 09, 2019

    With new launches, DTC baby brand Lalo is solidifying its product roadmap

    Lalo is approaching its expansion with a steady drip of product launches that establishes category expertise, decluttering a confusing shopping experience for baby products, but without relying on the hero product approach that can box new brands into a specific one-product niche early on.

  • JUL 09, 2019

    Direct-to-consumer is coming to the alcohol industry

    New alcohol brands are using online content and marketing strategies to appeal to younger demographics and apply a DTC sensibility to booze, one category that – unlike mattresses, razors, athletic wear, beauty and household products – has only recently seen the rise of direct-to-consumer contenders. 

  • JUL 02, 2019

    How DTC brands are approaching attribution

    As direct-to-consumer brands have started to branch out from their bread-and-butter digital marketing channels like Facebook and Google and explore channels like TV, out-of-home and direct mail, pressure is building to figure out which of these channels are most effective at driving sales.

  • JUL 01, 2019

    ThirdLove says 41% of its customers have signed up for its loyalty program

    Most, if not all, DTC companies don't launch with a loyalty program. Given that these brands are often first built around a single "hero product," that doesn't leave them with much room to offer customers additional add-ons once they spend a certain amount. But, six-year-old lingerie brand ThirdLove decided to launch a loyalty program, called Hooked, in November in conjunction with a revamp of its promotional offerings.

  • JUN 28, 2019

    Harbinger Ventures founder Megan Bent’s VC playbook for the CPG category

    To Harbinger Ventures founder Megan Bent, there are three forces at play in CPG that makes it a ripe category for new investment: Customers are seeking out brands that fit a new set of expectations around ingredients and positioning; big corporations, meanwhile, aren’t innovating and bringing new brands to market as fast as startups; and retailers need differentiated selection to bring customers into stores.

  • JUN 27, 2019

    Nike’s direct-to-consumer business continues to grow — but at a cost

    Nike's direct-to-consumer sales continue to grow consistently, but investments in digital capabilities and real estate continue to eat into the athleticwear company's profit margins. The athletic apparel company reported during its fourth quarter earnings on Thursday that sales from Nike Direct totaled $11.8 billion during its fiscal year 2019, up 13% from last year. To grow DTC sales, Nike has focused on directing customers to sign up for its free NikePlus app.

  • JUN 27, 2019

    ‘There are a lot of uncertainties’: The impact of the first direct-to-consumer brand IPO

    Late last year, DTC footwear brand Allbirds surpassed a $1 billion valuation, making it one of the largest DTC success stories of the last decade. But while an eventual IPO from either Allbirds or one of the other comparable DTC juggernauts like Warby Parker seems inevitable, it won't necessarily open the floodgates for others in the space.

  • JUN 25, 2019

    How Haus is building a booze brand for the DTC era

    Haus, which launches online today, is a new aperitif brand selling directly to customers online. Co-founder Helena Price Hambrecht, which has a background at Silicon Valley startups like Skillshare and Uber, worked with her husband Woody Hambrecht, a winemaker, to plot out a modern spirits brand using the sourcing, processing and bottling systems they already owned. The resulting aperitif is wine-based, and contains 15% alcohol.

  • JUN 24, 2019

    Iris Nova will invest $100 million in new beverage brands over the next 5 years

    Iris Nova, the DTC beverage company that launched in 2015 with Dirty Lemon, plans to invest a total of $100 million into startup consumer brands by 2021. The goal is to build out a modern portfolio company for brands in the CPG space to compete with legacy companies like Coca-Cola and Pepsi.

  • JUL 17, 2019
    Sponsored

    Moving from transactional to conversational: The newest trend in customer support

    People are accustomed to instant replies through messaging apps, email and social media. In today’s omnichannel world, any effective customer service strategy must account for the sprawling variety of support channels that are now available to their consumers.

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