Direct Brand-to-Consumer Niche Selling. How to Do it Right

Posted on March 28, 2011 by Asi Erenberg Filed Under B2C, website planing | Leave a Comment

The other day I received a call from a specialized brand manufacturer. His voice sounded urgent. He needed help, he explained. And fast. So far he had been offering his merchandise in brick and mortar stores around the country. “It’s high time we start marketing directly to consumers,” he said pointing to the rapidly growing number of manufacturers, big and small, who have taken the step.

It was a good point. An avalanche of brands have indeed started selling directly to consumer both online and off. Examples include Bose, LuluLemon and Apple of course. Sure larger margins are a draw. But it does not seem to be the main one – after all, most vendors continue offering their goods via third parties, as well. But they are eager to leverage the changing nature of the shopping experience. Customers are no longer restricted to local B&M stores and their limited selection.They compare prices and features online, and quickly locate the best deals for their needs. In other words they have assumed control, and forward-looking brands realize they need to engage users directly if they want to understand evolving needs and remain successful. Read more

 

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