Jul 21, 2021
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Completed

Home Improvement Brand Unlocks New Revenue Stream with a DTC Model

$100,000+
7-12 months
United States
6-9
view project
Service categories
Service type
Web Development
Business Analysis
Design
Domain focus
Manufacturing
Solution type
Websites & Landings
Ecommerce

Challenge

This global building materials and home improvement manufacturer sold through all the traditional distribution channels. But the brand began to see direct-to-consumer companies eating their lunch. Consumers were buying everything from mattresses to cars online.
This global building materials and home improvement manufacturer sold through all the traditional distribution channels. But the brand began to see direct-to-consumer companies eating their lunch. Consumers were buying everything from mattresses to cars online.

Solution

Real insights into the viability of a brand new sales channel. Using quantitative value proposition testing, we were able test and validate the products, value propositions, audience and channels most relevant to this brand's specific products. With real customers. (Which meant no more relying on slow-moving market research or anecdotes from distributors.) With data in hand, it was easy for our manufacturer to see that DTC was a more-than-viable sales channel to add into the mix. They were able to create a GTM strategy that laser-focused on their best customers, with products, messaging, prices and digital channels—that would drive significant sales.

Results

This digital go-to-market unlocked significant new revenue potential, allowing the company to grab a bigger chunk of the $21B market. And by cutting out the middleman, the DTC model brought the brand’s margins to new heights. The new digital, direct-to-consumer model is helping this home improvement business transform from a traditional analog manufacturing company, to an innovative, data-driven brand. With the right data and technology in place, they now have the opportunity to better communicate their brand and value, provide a better customer experience, and create a closer relationship with each customer.