SUNGMAHN SEO, EMEA Head of WP Solutions
YOUSIF MOHAMMED, EMEA Head of WP Market Management
The steady, multi-year rise of direct to consumer (“D2C”) entered a new phase in 2020. As niche ‘pure play’ D2C challengers steadily built sizable market shares across consumer staples (see exhibit)1, incumbents across a variety of consumer-led industries have increasingly taken stock of their own D2C strategies to protect market share and lay the groundwork for growth. With the advent of the COVID-19 crisis, the D2C conversation across corporate c-suites has perceptibly shifted from diversification and optionality towards resilience in a world that is irretrievably shifting from ‘offline’ to ‘online’.
While the ongoing crisis has focused minds on this topic, it is clear that the rise of D2C as a credible business model has been driven by a number of structural trends.
On the supply side, the entry of “pure play” D2C challengers has been enabled by lowering barriers to entry across the value chain:
On the demand side, consumer expectations are also shifting. With the oldest millennials turning 40 in 2020, the consumer landscape is shifting such that the bulk of spending power will reside with the first “native digital” generation – with an estimated collective spending power of $1.4 trillion in 2020 in the US alone1.
While nuances exist across different countries and markets, consumer surveys of millennial and Generation Z consumers have found consistent themes around the importance they place on customization, credible value propositions and cohesive “brand stories”2 – which are increasingly being met by these D2C challengers.
In the face of this, established consumer and retail players have not stood still. Across multiple categories – including consumer packaged goods and apparel – a number of incumbents have taken an active interest in establishing their own D2C channels. Some have pursued the M&A route of D2C brands (i.e., Unilever’s acquisition of Dollar Shave Club3), whereas others looked to acquire “bolt-on” capabilities to underpin own brand D2C channels (i.e., Nike’s acquisition of Zodiac, a data analytics firm4).
Looking at today’s changed landscape, such strategic decisions appear to have paid-off. Financial results for Q1 2020 retailers with established online D2C channels have been more resilient in their ability to meet consumer demand and protect revenue streams.5
As the dust settles in a post-COVID-19 world, we expect to see a more proactive stance towards pursuing D2C growth as a matter of strategic resilience. A sense of urgency will likely also underpin a wave of M&A actions as incumbents seek to access bolt-on capabilities or recast a digital native D2C acquisition into a platform for rolling out more expansive D2C strategies.
Our ongoing conversations with clients have surfaced the following topics and challenges:
While we think addressing these challenges should be a baseline for any treasurer operating in a D2C space, it is also clear that idiosyncratic challenges will be influenced by the company’s starting point, legacy operating model and its chosen D2C strategy.
How different D2C models shape treasury challenges
The table below lays out in more detail the scale of challenge faced by treasurers navigating a transition from “legacy” B2B models to D2C models (whether organically developed or via M&A)
More so than ever, what happens in treasury has implications for the business. This is increasingly the case as companies respond to a broader eCommerce disruption, of which D2C is a particular example.
As a treasurer, what should you be thinking about as your company embarks on this journey?
J.P. Morgan understands that each company faces a unique set of challenges and priorities as it considers participation into the D2C space. That’s why we offer a variety of products and services, including innovative treasury and payment tools, to help clients respond to the challenges they face.
In an increasingly complex cross-border environment, we also offer a combination of local capabilities and global reach that can help you tap into the world’s largest growth markets while maintaining your focus on your core business priorities.
To learn more, please contact your J.P. Morgan representative.
M&C Saatchi. Inside Trends 2019: Digital Disruption is being driven by DTC brands. <https://www.mcsaatchiperformance.com/news/inside-trends-2019-digital-disruption-is-being-driven-by-dtc-brands/>
Accenture. Who are the Millennial Shoppers? And what do they really want? <https://www.accenture.com>
Accenture. Who are the Millennial Shoppers? And what do they really want? <https://www.accenture.com/>
Inside the Success of Dollar Shave Club and Why DTC Changed the Retail Landscape < https://www.inc.com/magazine/202004/lawrence-ingrassia/billion-dollar-brand-club-direct-consumer-dtc-book.html>
NIKE, Inc. Acquires Data Analytics Leader Zodiac < https://news.nike.com/news/nike-data-analytics-zodiac>
"eCommerce Helped Nike Mitigate Lost Sales In China”. PYMNTS.com <https://www.pymnts.com/news/retail/2020/ecommerce-helped-nike-mitigate-lost-sales-in-china/>
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