Beyond DTC: how FMCG brands create desire

Direct-to-consumer was once the poster child for FMCG disruption: cutting out retailers, owning data, promising higher margins. But the cracks are showing. Rising costs, tougher competition and diminishing returns from performance marketing have left many brands wondering if the model still stacks up.

Sam Bettis, Digital Strategy Director at krow Group, argues that the real issue is desirability. Consumers need a compelling reason to buy direct, not just the option. Without that, DTC risks becoming a costly distraction rather than a growth engine.

The smarter play may be omnichannel. By blending direct sales with retail, community and digital ecosystems, FMCG brands can reduce risk and build resilience. The brands that thrive won’t be the ones chasing a single channel, but those ready to adapt fast to where customers want them most.

Read the full story in The Grocer