Short Communication
Year: 2020 | Month: November | Volume: 7 | Issue: 11 | Pages: 499-508
D2C (Direct To Consumer) Business Model: Efficacious Strategy for the Businesses to Grow During COVID-19 Scenario
Shikha Bhagat1, Shilpa Sarvani Ravi2
1Assistant Professor, School of Business Studies and Social Sciences, Bannarghatta Road Campus, Christ (Deemed to be University), Bannerghatta Main Rd, Pai Layput, Hulimavu, Bengaluru, Karnataka-560076.
2Research Scholar, GITAM Institute of Management, GITAM (Deemed to be University), Endada Rushikonda Rd, Rushikonda, Visakhapatnam, Andhra Pradesh 530045.
Corresponding Author: Shikha Bhagat
ABSTRACT
Introduction: This paper aims to analyse D2C (direct to consumer) e-commerce strategy used by businesses or companies to sell to end-consumers directly during Covid-19 in organized retail.
Background: The pandemic has fuelled an explosion in online shopping, yet too many brands are only along for the ride, relying on their retail partners to share glimpses of first-party data that show past demand rather than a clear and predictive road map to future growth. The roots of direct marketing date back to trade catalogues, among the first tools of direct marketing.
Methods: Existing literature on COVID-19 was analysed through secondary information to identify an explosion of D2C (direct to consumer) brands globally and India and its effect on business and commerce.
Conclusion: D2C is becoming the strongest weapon of the businesses against counterfeiters and growing their brand equity at the same time.
Keywords: COVID-19, D2C strategy, FMCG sector, Organized Retailing.
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