As commercial offense and defense in today’s marketplace, many CPG brands are asking, “Should we launch our own direct-to-consumer (D2C) eCommerce model?” And like all great marketing questions, the answer is “It depends.” Follow these initial 4 steps to determine whether D2C is right for your brand at this time.

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eRETAIL VALUE EQUATION =
THE D2C DILEMMA
6S IDEA FILTER
SOLVE: Does it solve an actual
consumer problem?
1
STATUS QUO: Will it be different
and beEer than status quo?
2
STRATEGIC: Is it strategic to
our business/brand(s)?
3
SUCCESS: How will we measure
success? What does that look like?
4
SCALABLE: Is what we’re doing
scalable across our business?
5
SUSTAINABLE: Will this be
sustainable aMer the ini(al launch?
6
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Prin(ng, Streaming)
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Convenience
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Bulk, Contract,
Membership)
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X-Factor
As commercial offense and defense in today’s marketplace, many CPG brands are asking, “Should we launch our own
direct-to-consumer (D2C) eCommerce model?” And like all great marketing questions, the answer is “It depends.”
Follow these initial 4 steps to determine whether D2C is right for your brand at this time:
1. Choose a target customer(s). NOTE: This may not be your brand’s traditional consumer (ex. B2B).
2. Use the eRetail Value Equation (below) to ideate and differentiate your proposition concept(s) for your target customer(s) vs. other retailers in your
category. NOTE: A “me too” proposition will not succeed without significant, disproportionate investment and resources, and even then, without
winning with at least one of the five factors of differentiation below and competitive performance in the others, success is not likely.
3. Use the 6S Idea Filter (right) to vet your proposition concepts for short and long-term fit and success.
4. Confirm whether your organization is prepared and committed financially, legally, logistically and commercially to assume the role of the retailer
and all the potential benefits and liabilities such responsibility will pose.