Erika Lepczyk - Miele Inc.
Andrew Feldman - Hello Products
Ann Boyles - Galderma
Have you shopped on Snacks.com yet? The massive swing toward e-commerce experienced in 2020 has consumer packaged goods manufacturers reconsidering direct to consumer sales. Whether used to foster direct engagement with loyal brand buyers while collecting behavioral insights, to efficiently test new product ideas without the cost of in-market testing, to maintain the "long tail" portfolio in response to SKU rationalization — or as a legitimate sales channel, DTC is becoming part of the strategic equation for more CPGs. But how does a brand determine which strategy to take and how far to take it? Digital Marketing expert Chris Perry will lead a panel of DTC experts through a candid discussion about the pros and cons of DTC engagement and the key issues brands should consider, including:
- How DTC now fits into the evolving shopper engagement ecosystem.
- The benefits (as well as challenges) it can bring to the manufacturer-retailer relationship.
- The role DTC can play in effective shopper engagement.