,
12 tweets,
5 min read
Read on Twitter
0/
Meta-thoughts on a post-acquisition #DTC future
Or
“Moats unite” (pun intended)
Spoiler: whoever owns the *new* narrative … wins. If you’re part of the ecosystem, a shared story beats an open API every day of the week and twice on Sunday.
Meta-thoughts on a post-acquisition #DTC future
Or
“Moats unite” (pun intended)
Spoiler: whoever owns the *new* narrative … wins. If you’re part of the ecosystem, a shared story beats an open API every day of the week and twice on Sunday.
1/
What we know:
The “golden era” of DTC—read: low-cost CAC and ROAS divorced from AOV and CLTV—is over.
Whatever flesh remains will be picked clean by war-chest-heavy DNVB incumbents and legacy brands waking up.
(See Footnotes 1, 2, and 3)
What we know:
The “golden era” of DTC—read: low-cost CAC and ROAS divorced from AOV and CLTV—is over.
Whatever flesh remains will be picked clean by war-chest-heavy DNVB incumbents and legacy brands waking up.
(See Footnotes 1, 2, and 3)
Fn3/
@web @2PMinc
“What sets the one apart from the many? A focus on relationships, value, and retention – not acquisition, alone. The conversation begins when the purchase is made.”
2pml.com/2019/05/03/gra… and 2pml.com/2018/10/08/dtc…
@web @2PMinc
“What sets the one apart from the many? A focus on relationships, value, and retention – not acquisition, alone. The conversation begins when the purchase is made.”
2pml.com/2019/05/03/gra… and 2pml.com/2018/10/08/dtc…
2/
Hypothesis:
The future belongs to brands that unite three pillars …
(P1)
Differentiated (core) products < organically related product lines < adjacent categories < new verticals
Not just upsells, downsells, and repeat purchases, but from one “constellation” to another.
Hypothesis:
The future belongs to brands that unite three pillars …
(P1)
Differentiated (core) products < organically related product lines < adjacent categories < new verticals
Not just upsells, downsells, and repeat purchases, but from one “constellation” to another.
3/
(P2)
Performance marketing across the offsite-to-onsite funnel — ROAS < AOV < CLTV — that does not undercut brand value (e.g., selling on price) but *does* lower the barrier to entry … seductively and easily
(P2)
Performance marketing across the offsite-to-onsite funnel — ROAS < AOV < CLTV — that does not undercut brand value (e.g., selling on price) but *does* lower the barrier to entry … seductively and easily
4/
(P3)
Brand journeys — equity in action — centered on deepening 1:1 relationship … profitable
Content (e.g., creative and branding) + an ecosystem of CLTV tactics and technology.
@rezakhadjavi
Enter …
(P3)
Brand journeys — equity in action — centered on deepening 1:1 relationship … profitable
Content (e.g., creative and branding) + an ecosystem of CLTV tactics and technology.
@rezakhadjavi
Enter …
5/
Ad. = journey-driven paid
P.P. = post-purchase (immediate/delayed)
Sub. = subscription offerings
Af. = affiliates or partnerships (influencers)
E. = email marketing as a CRM
Ref. = referrals (micro-influencers)
R. = reviews, rating, and UGC
L. = loyalty and reward programs
Ad. = journey-driven paid
P.P. = post-purchase (immediate/delayed)
Sub. = subscription offerings
Af. = affiliates or partnerships (influencers)
E. = email marketing as a CRM
Ref. = referrals (micro-influencers)
R. = reviews, rating, and UGC
L. = loyalty and reward programs
5/cont.
Also (in case that isn’t already complex enough) …
Ful. = fulfillment
Pk. = packaging (unboxing)
Rt. = Returns (app + logistics)
S.C. = supply chain (COGS + contribution margin)
IMS/OMS/PIM/etc. = singlulairty from diversity w/o complexity
Also (in case that isn’t already complex enough) …
Ful. = fulfillment
Pk. = packaging (unboxing)
Rt. = Returns (app + logistics)
S.C. = supply chain (COGS + contribution margin)
IMS/OMS/PIM/etc. = singlulairty from diversity w/o complexity
6/
All beneath — dare we say “owned by” — whoever can pull off a functional CDP (consumer data platform) and a check out that doesn’t break.
All beneath — dare we say “owned by” — whoever can pull off a functional CDP (consumer data platform) and a check out that doesn’t break.
7/
Second hypothesis (the one I’m really betting on):
Whatever platform + tools that unite to enable that stack — and, more importantly, *tell* that story — win.
Tech matters.
Narrative matters more.
Second hypothesis (the one I’m really betting on):
Whatever platform + tools that unite to enable that stack — and, more importantly, *tell* that story — win.
Tech matters.
Narrative matters more.
