Raconteur Personalisation Report: Why digital native brands don’t own D2C
So-called direct-to-consumer (D2C) brands, such as Warby Parker, Casper and Made.com, have changed the retail landscape, increasing pressure on traditional retailers to be agile and customer centric, and offer a personalised experience.
Yet it is not just digitally native brands that own D2C. Established high street brands, such as Nike, Sephora, Timberland and Under Armour, are also D2C champions, harnessing the latest technology to offer a one-to-one customer experience.
Key findings include:
- Direct-to-consumer (D2C) is a strategy, not a type of brand
- High-growth expectations of digital native brands have made personalisation an imperative for all brands
- D2C champions are harnessing the latest tech with the ability to Observe, Decide, Act upon data to offer a one-to-one experience
- The latest tech harnesses retail-specific AI to drive business outcomes quickly with less effort