From DTC to DTU… “Direct to user” business models are now required to fulfil the experience everyone is wanting to deliver.
A DTU approach allows brands to design not for what users think of a brand at each touch point, but what they experience at each touch point.
“In recent years, we’ve seen a myriad of direct-to-consumer offers disrupting traditional brand and business models. Dollar Shave Club is perhaps the most salient example. According to Fortune, within just five years of Dollar Shave Club’s launch, P&G’s North American market share in razors fell from 71 percent to 59 percent — setting the ball in motion for Unilever’s acquisition of the direct-to-consumer brand for a cool $1 billion.”
If done well, a DTU model is also an opportunity to have a closed-loop user relationship — an uninterrupted exchange to retain and protect user engagement for long-term growth. (Source: retailexperience) #dtu #dtc #reinventretail