There appears to be a bit of a trend going on with direct communication. Whether it be politicians or brand owners. This is a tricky balancing act for brands given the importance of retailers, on-line or at retail parks or the high street. One suspects the convenience benefits of retailers will appeal to many for most shopping decisions. However for strong brands one suspects the balance may shift a little. One to watch.
Nestlé focuses on going direct-to-consumers as ecommerce sales hit 5% Nestlé says it wants to establish “direct channels of communications” with consumers so it can offer improved service, communication and the ability to buy direct.