How Covid19 levelled the playing field.

This week, as I received my new yoga pants, made from recycled sea plastic, I have been thinking about how Covid has levelled the playing field for new brands entering the market. What???! I hear you ask, how can small brands compete directly with the big brands with huge multi-million-pound budgets.

The answer lies in the growth of the Direct to Consumer (DTC) market. Brands are now able to quickly and (relatively) cheaply find and sell directly to their target customers.

With retail outlets closed, many brands were forced to re-evaluate their sales strategy and lessen their reliance on wholesale distribution channels. At the same time, born out of sheer necessity and with fewer real-life activities to occupy time and attention the rise of online spending has accelerated. This is not only with the volume of customers, money spent but is also in the duration of the time that customers are actively seeking out products. 

As the world opens up, consumers will buy more from the physical world, but, I am of the firm belief that the way we shop has fundamentally changed and having a D2C strategy should be a core channel in your sales mix.

I would love to know what you are doing, has D2C become a key part of your sales strategy? Get in touch to let me know.

Sprowt is a brand and marketing consultancy that helps purpose-driven brands stand out in a sea of sameness, win the hearts & minds of target customers to become the household names of tomorrow.