Gartner Research

What Marketing Leaders Need to Know About Selling Direct to Consumer

Published: 18 June 2019

ID: G00374096

Analyst(s): Jennifer Polk , Colin Reid


Retailers expand distribution, but constrain positioning, reduce margin and disconnect brands from consumers. Marketing leaders responsible for digital commerce can use this research to learn why brands use DTC models to drive engagement, positioning, insight and revenue gains.

Table Of Contents


  • Why Brands Are Selling Direct to Consumer
    • Demand for Consumer Insight
    • Desire to Increase Brand Loyalty
    • Allure of Incremental Revenue and Margin
  • Key Considerations When Choosing to Sell Direct to Consumer
    • Building the Business Case
    • Budgeting and Forecasting
    • Establishing a Differentiated Value Proposition
    • Managing Channel Conflict

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