When digital commerce channels were introduced, the rules of retail for consumer brands instantly changed. With myriad sales channels and touchpoints, CPG companies had to toss their in-store playbooks out the window. In these early days of online retail, they mulled over questions like: “Does our omnichannel customer want us to sell on Amazon?” and “What should we post on our Facebook page?” Today the road to DTC success requires a much deeper strategy, across a myriad of channels.
