But more activity online has meant more competition and disruption, especially when it comes to direct-to-consumer (DTC). We conducted original research at the end of 2020 to help you know how to adapt.
We surveyed 2,000 adults in the United States who had recently purchased something online to take stock of current attitudes toward online shopping. With the pandemic, we wanted to compare shopping with major retailers (think stores offering a wide variety of brands and products like Amazon, Best Buy, Walmart, Barnes & Noble), versus directly from a brand’s website or app (such as when you purchase a Casper mattress from Casper.com).
And a common theme emerged: while ecommerce has thrived in a hectic year, many Americans admittedly feel major online retailers provide a better shopping experience than brands’ current direct websites or apps.
Here we highlight our learnings on consumer preferences, how brands can build exceptional experiences, and why the time to do this is now.
The pandemic effect
What DTC brands need to do to win in 2021 and beyond