The example of Mellerware to better understand its classification
Its direct route to the consumer is impeccable. It has a quality e-commerce site , hosted on powerful technology (Shopify). It uses Google Ads by capitalizing on its product catalog, making its ads dynamic with offers, stock levels, displaying its prices. It is these dynamic integrations that interest the consumer. But above all, it uses the inevitable Google Shopping ! It is the environment that presents the most products and offers a wide variety of possibilities for brands to promote their product catalogs, especially visual ones. Mellerware also uses Facebook and Instagram ads that allow it to be closer to the consumer through different audiences. It is true that in this type of advertising we find more brands from the fashion, beauty or home sector. There are various advertising formats, very “branding”, but also dynamic formats that allow pushing specific information from brands’ product catalogs to highly qualified audiences.
To the question “Is direct-to-consumer a game-changer?” the answer is a resounding yes.
The major players in fashion, sports and home goods are extremely mature in this area, with their own distribution for several years, strong investments in e-commerce combined with a significant mastery of omnichannel.
Retail Index Spain 2021
Home brands have become more powerful. They are dominican republic business email database becoming stronger than traditional audio and electronics brands.
We can ask ourselves why this surge in popularity, especially in the “DIY” and “Home” categories. Is it an effect of the various lockdowns? But what is clear is that some brands have really become more competent in each of these areas. Marketplaces have positioned themselves very quickly in the home and DIY sector, such as ManoMano in Europe or Leroy Merlin, which has just launched in France. These are therefore increasingly mature environments.
If you missed the detailed presentation by Willy Chamand (eRetail Consultant Retail4Brands) and Rebeca Lamata (New Business team Leader Lengow) you can watch it on video at the following link: watch the replay.