{"id":50006,"date":"2020-08-06T17:56:00","date_gmt":"2022-10-18T17:56:34","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=50006"},"modified":"2022-10-31T03:49:13","modified_gmt":"2022-10-31T10:49:13","slug":"the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/","title":{"rendered":"The Shift to D2C: How Consumer Goods Can Connect With Consumers"},"content":{"rendered":"\n<p>Today, new digital platforms are enabling <a href=\"https:\/\/www.salesforce.com\/au\/solutions\/industries\/consumer-goods\/overview\/\" target=\"_blank\" rel=\"noopener\">consumer goods businesses<\/a> to get a better view of the consumer \u2013 and to take back some of the power traditionally held by retailers. But in order to optimise these digital solutions and thrive in an increasingly competitive climate, business leaders have to navigate a world where traditional companies have diversified.&nbsp;<\/p>\n\n\n\n<p>Instagram is the new shopping mall, the direct-to-consumer (D2C) channel has become paramount, and delivering on sky-high consumer expectations is more important than ever.<\/p>\n\n\n\n<p>It\u2019s a digital frontier, and businesses need to innovate \u2013 and keep innovating \u2013 to keep the consumer on side and stay ahead of their competitors.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"how-the-consumer-goods-industry-is-evolving\">How the consumer goods industry is evolving<\/h3>\n\n\n\n<p>The <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2020\/07\/the-future-of-retail--behavioural-change-in-the-novel-economy.html\" target=\"_blank\" rel=\"noopener\">COVID-19 pandemic has changed consumers<\/a> and the face of commerce as we know it, and just about every consumer has grown familiar with new ways of shopping in a socially distanced world. For many, there\u2019s no going back to the old ways of doing business, and online channels and D2C have become vital as a result.&nbsp;<\/p>\n\n\n\n<p>This presents new opportunities for consumer goods companies, which have traditionally been wary of disrupting their relationships with retailers and distributors, but which now, in the face of an unprecedented technological acceleration, need to invest heavily in creating D2C digital journeys. Indeed, <a href=\"https:\/\/www.salesforce.com\/au\/blog\/2020\/06\/the-future-of-retail-is-digital--consumer-behavioural-change-set.html\" target=\"_blank\" rel=\"noopener\">these new consumer behaviours and methods of interaction are here to stay<\/a>, and that digital adoption is only expected to increase further.<br>\u00a0<\/p>\n\n\n<div class=\"wp-block-quote-article\" style=\"\"><div class=\"wp-block-quote-social-wrapper\"><figure class=\"wp-block-quote-article-quote\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Businesses will need to concentrate on distribution models, selecting the best technologies, owning first-party data and forming a customer-centric team, as well as balancing their retail and D2C strategies.<\/p><cite>Imran Khan<\/cite><\/blockquote>\n\n<div class=\"post__social post__social--v2 post__social--blockquote\">\n\n\t\n\t<ul class=\"social-nav social-nav-v2\">\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on LinkedIn (Opens in a new tab)\"\n\t\t\t\t\thref=\"http:\/\/www.linkedin.com\/shareArticle?mini=true&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fthe-shift-to-d2c-how-consumer-goods-can-connect-with-consumers%2F%3Futm_source%3DLinkedIn%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;title=Businesses%20will%20need%20to%20concentrate%20on%20distribution%20models%2C%20selecting%20the%20best%20technologies%2C%20owning%20first-party%20data%20and%20forming%20a%20customer-centric%20team%2C%20as%20well%20as%20balancing%20their%20retail%20and%20D2C%20strategies.\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"21\" height=\"21\" fill=\"none\"><path fill=\"#032D60\" d=\"M16.625 0H4.375A4.375 4.375 0 0 0 0 4.375v12.25A4.375 4.375 0 0 0 4.375 21h12.25A4.375 4.375 0 0 0 21 16.625V4.375A4.375 4.375 0 0 0 16.625 0M7 16.625H4.375V7H7zM5.687 5.89a1.54 1.54 0 0 1-1.53-1.543c0-.852.685-1.544 1.53-1.544.846 0 1.532.692 1.532 1.544S6.534 5.89 5.687 5.89M17.5 16.625h-2.625v-4.903c0-2.947-3.5-2.724-3.5 0v4.903H8.75V7h2.625v1.544c1.222-2.262 6.125-2.43 6.125 2.167z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Twitter (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/x.com\/intent\/tweet?text=Businesses%20will%20need%20to%20concentrate%20on%20distribution%20models%2C%20selecting%20the%20best%20technologies%2C%20owning%20first-party%20data%20and%20forming%20a%20customer-centric%20team%2C%20as%20well%20as%20balancing%20their%20retail%20and%20D2C%20strategies.&#038;url=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fthe-shift-to-d2c-how-consumer-goods-can-connect-with-consumers%2F%3Futm_source%3DTwitter%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt&#038;via=salesforce\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"32\" height=\"32\" fill=\"#032D60\" viewBox=\"0 0 32 32\"><path d=\"M17.4 14.8 23 8.3h-1.3L16.8 14 13 8.3H8.5l5.9 8.5-5.9 6.8h1.3l5.1-6 4.1 6h4.5zm-1.8 2.1-.6-.8-4.7-6.8h2l3.8 5.5.6.8 5 7.1h-2z\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"social-nav__item\">\n\t\t\t\t<a\n\t\t\t\t\taria-label=\"Share on Facebook (Opens in a new tab)\"\n\t\t\t\t\thref=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.salesforce.com%2Fau%2Fblog%2Fthe-shift-to-d2c-how-consumer-goods-can-connect-with-consumers%2F%3Futm_source%3DFacebook%26utm_medium%3Dorganic_social%26utm_campaign%3Dus_cbaw%26utm_content%3Dblog-ctt\"\n\t\t\t\t\ttarget=\"_blank\"\n\t\t\t\t>\n\t\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"19\" height=\"19\" fill=\"none\"><path fill=\"#032D60\" d=\"M19 9.5a9.5 9.5 0 0 0-19 0c0 4.742 3.474 8.672 8.016 9.385v-6.639H5.604V9.5h2.412V7.407c0-2.38 1.418-3.696 3.588-3.696 1.04 0 2.127.185 2.127.185v2.338h-1.198c-1.18 0-1.549.733-1.549 1.484V9.5h2.635l-.421 2.746h-2.214v6.639C15.526 18.172 19 14.242 19 9.5\" \/><\/svg>\n\t\t\t\t<\/a>\n\t\t\t<\/li>\n\t\t\n\t\t<li class=\"social-nav__item\">\n\t\t\t<button\n\t\t\t\tclass=\"copy-share js-copy-link\"\n\t\t\t\taria-label=\"Copy link to clipboard\"\n\t\t\t\thref=\"#\"\n\t\t\t\tdata-clipboard-text='\"Businesses will need to concentrate on distribution models, selecting the best technologies, owning first-party data and forming a customer-centric team, as well as balancing their retail and D2C strategies.\" https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/'\n\t\t\t>\n\t\t\t\t\n<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"20\" height=\"10\" fill=\"none\"><path fill=\"#032D60\" d=\"M14.586.406h-3.667V2.24h3.667a2.76 2.76 0 0 1 2.75 2.75 2.76 2.76 0 0 1-2.75 2.75h-3.667v1.833h3.667a4.585 4.585 0 0 0 4.583-4.583A4.585 4.585 0 0 0 14.586.406m-5.5 7.334H5.419a2.76 2.76 0 0 1-2.75-2.75 2.76 2.76 0 0 1 2.75-2.75h3.667V.406H5.419A4.585 4.585 0 0 0 .836 4.99a4.585 4.585 0 0 0 4.583 4.583h3.667zm-2.75-3.667h7.333v1.833H6.336z\" \/><\/svg>\n\t\t\t<\/button>\n\t\t<\/li>\n\t<\/ul>\n<\/div>\n<\/figure><\/div><\/div>\n\n\n<p>Australia is something of a late adopter when it comes to online commerce, as both the US and the UK have significantly higher penetration (10.8%, 15.2% and 18.3% respectively). But stay-at-home measures have led to changes in behaviour that have narrowed that gap, and CG companies looking to thrive now and in the future must engage with their consumers and add value to long-lasting relationships.\u00a0<\/p>\n\n\n\n<p>A look back at consumer behaviour following the SARS outbreak in 2003 \u2013 and the resultant emergence of digital services \u2013 shows that once the impetus for change occurs, the landscape shifts rapidly and slow-moving organisations are left behind.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"engaging-consumers-is-the-top-priority\">Engaging consumers is the top priority<\/h3>\n\n\n\n<p>Traditional channels may have been disrupted, but the consumer\u2019s needs haven\u2019t gone away \u2013 the race to meet those needs is underway. The chance to establish and nurture a direct-to-consumer presence built on convenience and trust is an exceptional opportunity that can lead to sustainable, scalable growth. It\u2019s no surprise, then, that according to <a href=\"https:\/\/www.salesforce.com\/form\/conf\/industries\/consumer-goods\/consumer-goods-leaders-opt-future\/\" target=\"_blank\" rel=\"noopener\">a recent Salesforce report<\/a>, 99% of CG leaders say that they\u2019re dedicated to investing in D2C strategies. It\u2019s no longer just a competitive advantage, it\u2019s an imperative.<\/p>\n\n\n\n<p>Focusing on D2C means tackling new organisational challenges. Businesses will need to concentrate on distribution models, selecting the best technologies, owning first-party data and forming a customer-centric team, as well as balancing their retail and D2C strategies.&nbsp;<\/p>\n\n\n\n<p>In the age of Amazon, consumers have come to expect exceptional service and dynamic interactions \u2013 wallet share is won by agility, responsiveness, hyper-personalised experiences and relevant products.&nbsp;<\/p>\n\n\n\n<p>&nbsp;Just \u2018being there\u2019 for the customer isn\u2019t enough, as businesses need to reach out and engage with consumers whenever and wherever they desire, and then deliver the exceptional omni-channel and real-time experiences they\u2019ve come to expect.&nbsp;<\/p>\n\n\n\n<p>Find out more about how consumer goods businesses are engaging the new consumer at <a href=\"https:\/\/www.salesforce.com\/au\/events\/sflive20\/anz\/overview\/?d=7013y000002NdnOAAS\" target=\"_blank\" rel=\"noopener\">Salesforce Live Australia and New Zealand<\/a> on 19 August.&nbsp;<\/p>\n\n\n\n<p><a href=\"https:\/\/www.salesforce.com\/au\/events\/sflive21\/anz\/overview\/?d=7013y000002NdnOAAS\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/SFLANZ_Pre_Blog_CTA.gif?strip=all&#038;quality=95\" alt=\"Salesforce live - register now\"><\/a><\/p>\n\n\n\n<p><i>Imran Khan is CPG Industry Strategy Director APAC at Salesforce.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.<\/p>\n","protected":false},"author":1,"featured_media":50008,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"c758757a9e594d21a1fdf846f9f79980","post_meta_title":"","ai_synopsis":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[2497,2484,2596,2595,2507,2587],"sf_content_type":[],"coauthors":[2454],"class_list":["post-50006","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-consumer-goods","sf_topic-digital-transformation","sf_topic-direct-to-consumer","sf_topic-social","sf_topic-personalization","sf_topic-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Shift to D2C: How Consumer Goods Can Connect With Consumers | Salesforce<\/title>\n<meta name=\"description\" content=\"Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Shift to D2C: How Consumer Goods Can Connect With Consumers\" \/>\n<meta property=\"og:description\" content=\"Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\" \/>\n<meta property=\"article:published_time\" content=\"2022-10-18T17:56:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-31T10:49:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"400\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Salesforce\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforce\" \/>\n<meta name=\"twitter:site\" content=\"@salesforce\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Salesforce\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/3116597fb93569a20b61fd4fe1a932b8\"}],\"headline\":\"The Shift to D2C: How Consumer Goods Can Connect With Consumers\",\"datePublished\":\"2022-10-18T17:56:34+00:00\",\"dateModified\":\"2022-10-31T10:49:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\"},\"wordCount\":614,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\",\"name\":\"The Shift to D2C: How Consumer Goods Can Connect With Consumers | Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg\",\"datePublished\":\"2022-10-18T17:56:34+00:00\",\"dateModified\":\"2022-10-31T10:49:13+00:00\",\"description\":\"Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.\",\"inLanguage\":\"en-AU\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg\",\"contentUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg\",\"width\":600,\"height\":400},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#website\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/\",\"name\":\"Salesforce\",\"description\":\"Learn how to get ahead of trends and supercharge professional relationships\",\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.salesforce.com\/au\/blog\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-AU\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#organization\",\"name\":\"Salesforce\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/\",\"url\":\"\",\"contentUrl\":\"\",\"caption\":\"Salesforce\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/salesforce\",\"https:\/\/x.com\/salesforce\",\"https:\/\/instagram.com\/salesforce\",\"http:\/\/www.linkedin.com\/company\/salesforce\",\"http:\/\/www.youtube.com\/Salesforce\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/3116597fb93569a20b61fd4fe1a932b8\",\"name\":\"Salesforce\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-AU\",\"@id\":\"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/5c0ee1996ec3a82ffd225f681265d95d\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/salesforce-avatar-e1666571807979.png?w=128&h=96&crop=1\",\"contentUrl\":\"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/salesforce-avatar-e1666571807979.png?w=128&h=96&crop=1\",\"width\":128,\"height\":96,\"caption\":\"Salesforce\"},\"description\":\"The 360 Blog from Salesforce teaches readers how to improve work outcomes and professional relationships. Our content explores the mindset shifts, organisational hurdles, and people behind business evolution. We also cover the tactics, ethics, products, and thought leadership that make growth a meaningful and positive experience.\",\"url\":\"https:\/\/www.salesforce.com\/au\/blog\/author\/salesforce\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"The Shift to D2C: How Consumer Goods Can Connect With Consumers | Salesforce","description":"Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/","og_type":"article","og_title":"The Shift to D2C: How Consumer Goods Can Connect With Consumers","og_description":"Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.","og_url":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/","og_site_name":"Salesforce","article_publisher":"https:\/\/www.facebook.com\/salesforce","article_published_time":"2022-10-18T17:56:34+00:00","article_modified_time":"2022-10-31T10:49:13+00:00","og_image":[{"width":600,"height":400,"url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg","type":"image\/jpeg"}],"author":"Salesforce","twitter_card":"summary_large_image","twitter_creator":"@salesforce","twitter_site":"@salesforce","twitter_misc":{"Written by":"Salesforce","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#article","isPartOf":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/"},"author":[{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/3116597fb93569a20b61fd4fe1a932b8"}],"headline":"The Shift to D2C: How Consumer Goods Can Connect With Consumers","datePublished":"2022-10-18T17:56:34+00:00","dateModified":"2022-10-31T10:49:13+00:00","mainEntityOfPage":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/"},"wordCount":614,"commentCount":0,"publisher":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#organization"},"image":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg","inLanguage":"en-AU","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/","url":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/","name":"The Shift to D2C: How Consumer Goods Can Connect With Consumers | Salesforce","isPartOf":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage"},"image":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg","datePublished":"2022-10-18T17:56:34+00:00","dateModified":"2022-10-31T10:49:13+00:00","description":"Consumer goods brands have traditionally been at arm\u2019s length from consumers, despite being built around consumer needs, making keeping up with the shifting priorities and expectations of those consumers an ongoing challenge.","inLanguage":"en-AU","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/"]}]},{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.salesforce.com\/au\/blog\/the-shift-to-d2c-how-consumer-goods-can-connect-with-consumers\/#primaryimage","url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg","contentUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg","width":600,"height":400},{"@type":"WebSite","@id":"https:\/\/www.salesforce.com\/au\/blog\/#website","url":"https:\/\/www.salesforce.com\/au\/blog\/","name":"Salesforce","description":"Learn how to get ahead of trends and supercharge professional relationships","publisher":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.salesforce.com\/au\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-AU"},{"@type":"Organization","@id":"https:\/\/www.salesforce.com\/au\/blog\/#organization","name":"Salesforce","url":"https:\/\/www.salesforce.com\/au\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/","url":"","contentUrl":"","caption":"Salesforce"},"image":{"@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/salesforce","https:\/\/x.com\/salesforce","https:\/\/instagram.com\/salesforce","http:\/\/www.linkedin.com\/company\/salesforce","http:\/\/www.youtube.com\/Salesforce"]},{"@type":"Person","@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/3116597fb93569a20b61fd4fe1a932b8","name":"Salesforce","image":{"@type":"ImageObject","inLanguage":"en-AU","@id":"https:\/\/www.salesforce.com\/au\/blog\/#\/schema\/person\/image\/5c0ee1996ec3a82ffd225f681265d95d","url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/salesforce-avatar-e1666571807979.png?w=128&h=96&crop=1","contentUrl":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/salesforce-avatar-e1666571807979.png?w=128&h=96&crop=1","width":128,"height":96,"caption":"Salesforce"},"description":"The 360 Blog from Salesforce teaches readers how to improve work outcomes and professional relationships. Our content explores the mindset shifts, organisational hurdles, and people behind business evolution. We also cover the tactics, ethics, products, and thought leadership that make growth a meaningful and positive experience.","url":"https:\/\/www.salesforce.com\/au\/blog\/author\/salesforce\/"}]}},"jetpack_featured_media_url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg","jetpack_sharing_enabled":true,"distributor_meta":false,"distributor_terms":false,"distributor_media":false,"distributor_original_site_name":"Salesforce","distributor_original_site_url":"https:\/\/www.salesforce.com\/au\/blog","push-errors":false,"primary_topic":{"errors":{"invalid_term":["Empty Term."]},"error_data":[]},"featured_image_url":"https:\/\/www.salesforce.com\/au\/blog\/wp-content\/uploads\/sites\/4\/2022\/10\/ImranKhan_Retail_Blog.jpg?w=600","_links":{"self":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts\/50006","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/comments?post=50006"}],"version-history":[{"count":9,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts\/50006\/revisions"}],"predecessor-version":[{"id":56133,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/posts\/50006\/revisions\/56133"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/media\/50008"}],"wp:attachment":[{"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/media?parent=50006"}],"wp:term":[{"taxonomy":"sf_topic","embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/sf_topic?post=50006"},{"taxonomy":"sf_content_type","embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/sf_content_type?post=50006"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.salesforce.com\/au\/blog\/wp-json\/wp\/v2\/coauthors?post=50006"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}