Consumers want direct access to goods and services. In fact, consumers asking for a direct relationship is a top driver of why brands have gone direct thus far.
Brands must determine what value they will deliver to consumers, and how they, as a business, can differentiate from other channel fulfillment options. Whether brands are creating a direct channel for the first time or investing deeper in an existing program, it’s imperative that brands first understand what consumers want from a direct relationship and build around these concepts.