CPG brands are focusing on direct-to-consumer (DTC) channels as they build out more robust digital services. When CGT and Wipro polled CPG executives in North America in July 2013, they found that 39% believed direct-to-consumer channels were driving the most digital revenues for their companies.
But whether consumers buy directly from brands or from online retailers is often a question of loyalty vs. logistics. Nearly three-quarters of digital buyers that responded to a July 2013 etailing solutions survey said they would shop on a brand site over an online retailer like Amazon because it offers exclusive products. About two-thirds also said they’d shop brand sites for both refill programs and a better assortment of brand-specific products.