Report: Direct-to-consumer channels pay off for manufacturers, retailers

06/18/2013 | Material Handling & Logistics online

The direct-to-consumer approach in product promotion is an effective method for retail stores limited in flexibility, according to a report from PricewaterhouseCoopers and the Grocery Manufacturers Association. "To drive profitability, providing consumers with the core product may not be enough," said Lisa Feigen Dugal, a retail and consumer advisory leader for PwC. To address evolving needs, consumer packaged goods manufacturers and retailers "can use social media, innovation and direct-to-consumer channels, which will help them understand the wants, needs and values of their consumers," she added.

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