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Carolyn Haney

Cater Directly to Your Customers with D2C Packaging Programs

Why has the direct to consumer business model gained so much popularity? 

The answer is simple — customers expect much more out of brands than they used to. As our world evolves digitally, consumers are spending more time online to satisfy their purchasing needs. Companies are focused on converting their marketing strategies from retail contracts to social media advertising via the internet. 

The ever-changing nature of consumer demands is the reason that usage of the direct to consumer business model has skyrocketed. Direct to consumer essentially means that a product is sold to end consumers directly, without the involvement of third-party retailers, wholesalers or middlemen. Brands that adopt a D2C strategy take control of their most important assets: their customers.

Implementing strong customer relationship management practices builds trust between your brand and customers, often increasing the lifetime of customer relationships. In addition, educating retail stores on the proper way to display and market certain products can be time consuming and not achieve desired results. Direct to consumer allows brands to control how they market their products, including the way they connect and communicate with customers. For example, brands can make use of push notifications like email blasts and text messages to send discount codes or personalized product choices directly to individuals. 

Not only does D2C provide a channel in which brands can personally connect with customers, it also earns a high margin for companies and gathers valuable data that can be used to cater directly to customers’ needs and wants. 

How does direct to consumer help brands launch new products?

On average, it takes between 18-36 months to launch a new product. Many brands are risk adverse and shy away from launching new products without historical sales data to analyze. With every new product launch, there is a chance that it won’t pay off, making executives wary of the costs and risks involved. With a D2C test and learn strategy, products can be launched on a small scale to allow customer feedback and adjustments to be made before committing to costly production and marketing. 
At Haney, we specialize in creating true-to-form mockups and prototypes that kickstart a successful new product launch. From there, The Packaging Microfactory can provide sales samples and support small-scale direct to consumer business models, allowing brands to test their new products and learn from customer insights gained. D2C has become a valuable approach to gaining back control of your products, in addition to boosting customer loyalty and collecting insightful data.


Let Haney help you launch your new product with confidence through a direct to consumer test & learn strategy. Download more information here!

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