By The Drum

Direct-to-consumer

2016 was the year FMCG giants Unilever and P&G placed big bets on selling direct-to-consumer (D2C). It’s an area that admittedly will only ever return a minority of sales, but the promise of cutting out the retail middle man and forging a direct relationship with customers has proven too tempting to ignore.

Unilever was so enamoured with the idea that it dropped $1bn on the Dollar Shave Club in a bid to extract its secrets to use across its suite of brands. P&G, meanwhile, launched a trial subscription service for its Tide washing powder whereby people can sign up Read full story ›

Source: The Drum