This blog post, researched and written for Epsilon-Conversant, discusses how direct-to-consumer brands have adjusted their marketing for success during the COVID-19 pandemic and stay-at-home advisories.
At the same time that many retail stores have closed their brick-and-mortar locations, many people are spending more time at home and online. The result is a deluge in online shopping and digital consumption. Retail Dive reports that from March 23 to March 30, e-commerce marketplaces saw a 14% increase in volume, and we saw a 350% increase in click-throughs from February to March with retail brands on our email platform.
Direct-to-consumer (DTC) brands are uniquely poised to take advantage of this increase, and traditional consumer brands are quickly following suit—blurring the lines between these two categories in this time of stay-at-home advisories.
Check out some of the brands succeeding in spite of a global pandemic and the tactics they’re using for success.
Tushy sales soar amidst TP shortage
Smart brands are currently prioritizing the categories consumers need at home. And with that in mind, Tushy, the DTC maker of bidets, is perhaps the brand most perfectly poised to grow their business right now. While Americans haven’t always been fans of the bidet, that seems to be changing in the midst of the coronavirus-induced toilet paper shortages. Tushy has not been shy on calling out the consumer’s concerns with messaging like “OH SH*T! The world is running out of toilet paper!”
