Why it matters
Direct-to-consumer brands are disrupting multiple categories, even in industries where handling and testing a product was once considered to be a vital part of the purchase process. Even in the healthcare sector, new solutions are taking shape that will transform consumer expectations.
- Brands seeking to sell big-ticket items through a direct-to-consumer model should make building trust their first priority.
- Providing superior customer service can give direct-to-consumer players a major point of differentiation, especially in long-established, inert categories.
- Word of mouth is a powerful driver of growth for emerging brands with direct-to-consumer models, and must be at the heart of marketing strategies.
Eargo Inc. is a direct-to-consumer brand that hopes to do for hearing aids what Warby Parker has done for eyeglasses.