13 Min Read |
To say the world of retail is changing is somewhat of an understatement. The global disruption of online selling is a well known phenomenon. The cosy and stable environment of high street retailers buying and selling on behalf of brands and manufacturers is coming to an end.
For many businesses this is a nervous time particularly as it requires a lot of work to understand these huge shifts in consumer behaviour and develop new strategies to capitalise on new trends.
The most important change that every consumer brand needs to understand is that the digital world has opened up unprecedented opportunities to connect and sell Direct to Consumer (DTC).
As L’Oreal have publicly stated; “Everything we do now is about DTC.” Brands must wake up and realise the vast growth opportunities of selling directly. 16% of L’Oreal’s sales are now online and that’s up by over 50% in a year.
Suffice to say, L’Oreal’s perspective is; there is no going back.
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Updated July 2021