Consumer Data
and the
DTC Transformation
By Liz Dominguez and Lisa Johnston
While consumer goods companies have historically leaned heavily on their retail partnerships for a better understanding of consumers, the digital acceleration of the last two years fast-tracked the DTC movement to somewhere between a serious consideration and a mandate. But that doesn’t mean CGs are eschewing retail partnerships — far from it — and the benefits of DTC and the accompanying consumer data extend beyond increased revenue.
To understand the role and value of consumer data in today’s DTC models, CGT polled its audience to learn how technology is being implemented, the areas of opportunity, and where CGs are investing resources to build a data powerhouse that informs increasing areas of their business.
Read on for insights garnered from the findings, as well as market outlooks and success stories from both traditional CGs and digital natives.
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44%
Consumer goods companies that said their DTC sales increased 26-50% within the last 12 months.
Source: CGT Snapshot Survey
