The direct-to-consumer strategy gives companies an opportunity to build their brand relationship with customers. It allows producers to control their brand’s story and relay their messaging directly to consumers. Of course, building a brand through the direct-to-consumer strategy also presents some complications. In particular, a robust direct-to-consumer presence could endanger another important marketing channel: selling through retail partners. To avoid upsetting retail partners as they expand their DTC channel, companies need a more holistic understanding of their consumers and to use that insight to find the right balance. For instance, companies need to figure out which consumer segments prefer to buy directly from retailers—and why.
After a presentation given by Jean Philippe Perrouty, General Director France WINE INTELLIGENCE, about the Wine E-commerce worldwide, we will debate about direct-to-consumer strategy with a panel composed by wine producers and wine professionals. They will give us useful information and best practices to implement a successful strategy.
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