Kashif Zaman of Pivyt advocates that small and mid-sized retailers must have a direct to consumer channel along with selling through other intermediaries and retailers. He recommends selling through a number of different channels but one of these must be direct to consumer. To be effective at selling to consumers, you must understand the buyer's journey. Kashif points out that you can only do this if you sell directly to consumers. You can have an omnichannel strategy if your direct to consumer channel is as small as 5% of total sales. Your direct to consumer channel's primary purpose is to give you data and insights on your customers not to generate sales on its own.

Show highlights

03:53 Why small and mid-sized retailers should have a Direct To Consumer channel.

06:05 Taking a multi-channel approach must include Direct To Consumer.

06:58 You'll never understand your buyer's journey with having a Direct To Consumer channel.

09:42 Three critical things you must do to have a successful omnichannel strategy.

12:43 How to think about pricing across channels including Direct To Consumer.

14:27 The benefits from having an omnichannel approach.

18:05 Three steps to implement an effective omnichannel strategy.

22:09 Learn about Kashif. Email Kashif at kashif@pivyt.co

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Email Jay at jay.kingley@centricityb2b.com

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