Mattel, a global toy giant, is making a significant shift to D2C. This episode explores the challenges and strategies behind this transition, including creating customer journeys for products where the buyer isn't the end user. It offers valuable insights for any established brand looking to navigate the complexities of moving from traditional retail to a direct-to-consumer model.
Key takeaways
Understand the unique challenges of D2C when the purchaser is not the end-user (e.g., parents buying toys for children) and tailor your customer journey accordingly.
Leverage existing brand equity and entertainment franchises to drive D2C engagement and create unique online experiences.
Explore innovative retail strategies that blend brick-and-mortar presence with digital outreach to create a cohesive brand experience.
Focus on building a robust digital ecosystem that supports D2C efforts, from online storefronts to digital marketing and customer service.
Did you know that one of the largest toy companies in the world only recently launched their D2C experience? How does a brand so rooted in the brick and mortar experience tackle such a shift? We spoke to Elise Pogliano at Mattel during Shoptalk to discuss their journey into a digital ecosystem. Listen in to learn about their expanding entertainment franchise, recent retail innovations to look out for, and how to create a customer journey when the customer isn’t always the end user.
Frequently asked about this episode
What does this episode say about brand reinvention?
Understand the unique challenges of D2C when the purchaser is not the end-user (e.g., parents buying toys for children) and tailor your customer journey accordingly.
What does this episode say about customer experience?
Leverage existing brand equity and entertainment franchises to drive D2C engagement and create unique online experiences.
What does this episode say about d2c strategy?
Explore innovative retail strategies that blend brick-and-mortar presence with digital outreach to create a cohesive brand experience.
What does this episode say about digital transformation?
Focus on building a robust digital ecosystem that supports D2C efforts, from online storefronts to digital marketing and customer service.
