D2C DNA features over twenty in-depth case studies spread throughout 23 chapters, which examine brands big and small who are approaching D2C through innovative and forward thinking points of view.
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"Brands that want to compete in the value-centric, data-enriched economy need to develop a unique DNA and have it serve their businesses and their customers. This book shows them how."
-- Jon Bird, Chief Retail Officer, VMLY&R Contributing Author, Forbes
"‘D2C DNA’ looks deeply into the foundational and often overlooked territory of what really makes a brand’s DNA tick. Leaders of brands of any size looking to gain insight from the D2C revolution should start here and make this DNA their own."
-- Katie Hunt, Chief Revenue Officer, Showfields
"Great changes in the market place require great changes by legacy brands and retailers if they’re to keep up with and satisfy the expectations of their future customers. An understanding and application of the 23 key elements of the DNA of D2C brands laid out in this book will be vital to help them succeed."
-- Malcolm Pinkerton, VP, Retail Insights, Europe Kantar Consulting
...and customers are buying missions, not just products
...companies are rethinking market structures and products through a 21st century lens
...and D2C brands are maniacally focused on the end-to-end customer experience
…and are mobile first in every dimension of communication and transaction
…not a business unit
...they exist to develop, test and redevelop new compelling experiences
…by creating data that informs them on customer preferences and reactions
...not just about product attributes but also every aspect of the experience
...they connect with their customers through a shared, developing story
…they sell experiences and community
…they first seek to engender deep engagement to gain transformational insights
…who create lifetime value for their customers and themselves
…so they can be organizationally integrated and committed to the experience
…with customers, employees and commercial partners
...they remain curious and optimistic in the face of challenges
...they simplify choices and markets for customers
…with their products and business models, and especially with their communications
...they make and keep bold, simple and explicit promises that their customers value
...responsiveness is built into their operating fabric
...and D2C brands know their numbers, especially the two that define their reach
...and brands are digitally natives, not captives. They aim to connect in the physical realm
...and it’s mutual. D2C brands and retailers are finding common cause and partnering
...and their experiences are not benign. Approach with cautious intent, ambition and investment
An exploration and explanation of the 23 traits, characteristics, and principles that comprise the full DNA of the world's most successful D2C brands.
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