Looking ahead

Looking Ahead:

Anim Haroon

^{Embrace rising expectations}

For traditional brands doing DTC or omnichannel, it's going to be pretty important to meet customers in their expectations for next-day or same-day deliver -- getting it now. Constellation has some amazing plans to deliver on that consumer need; that's where I think success stories are going to be made in the next five, 10 years.

^{Watch your CCA closely}

For new brands that are going digital and considering DTC, I would really pay attention to the way you acquire customers. Cost of customer acquisition continues to go up; and I always advise new brands to at least make sure 10% of their customers are coming through organic referrals. As you go through the lifetime of the brand, those costs can make it or break it for new brands.

Looking Ahead:

Tara Nolan

Find adjacent businesses and join forces

If you are behind by not having digitized your business but offer other resources such as distribution and infrastructure, team up with a company who has built an audience off the back of valuable IP and data, and see what you can create together.

Cultivate relationships via informed storytelling

DTC brands have the advantage of being born at the pace of culture and can be data informed, leading to smarter storytelling to foster deeper and better connections with consumers. Make sure your eyes and ears are open and leverage insights to support what you say and where you say it.

Update your KPIs

DTC brands typically do one thing and do it well. They focus, learn, then build from an informed perspective. Next time you ideate a campaign or build a strategy, make sure you measure in new ways and are not reliant on KPIs that no longer serve your future-focused goals.