Direct-to-Community is the new DTC

Superloyal
2 min readMar 16, 2023

Yes, “Direct-to-Community” can be considered as the new and evolved version of the “Direct-to-Consumer” (DTC) model. The DTC (direct-to-consumer) approach focuses primarily on cutting out middlemen and selling products or services directly to consumers, through a brand’s website or social media pages.

However, DTC can be limited by the reach and engagement of a brand’s direct customer base. Direct-to-community goes beyond that, it emphasises on building a strong relationship between brands and the community of customers and fans who share the same lifestyle. Direct-to-community brands can leverage the power of the community to increase brand awareness and loyalty, generate valuable insights and feedback, and even co-create new products and experiences. By fostering a strong community, brands can create a competitive advantage that is difficult for traditional retail channels to replicate.

How? Well, social media and discount codes just won’t cut it anymore. According to a Salesforce survey, 88% of global consumers say that the experience a company provides is as important as its products or services. So, while the DTC model has been around for a while, it often relies on advertising, marketing campaigns, influencer marketing, paid ads, social media channels, you name it, all to drive sales, rather than cultivating a community of loyal customers.

That’s why direct-to-community brands prioritise creating a sense of belonging and shared values through true engagement and personalised experiences with their community. Placing a strong emphasis on transparency and authenticity in their communication. The secret weapon is seeing each customer as a whole person, considering their lifestyle, interests, and preferences. Direct-to-community brands strive to build a relationship with each customer that goes beyond a simple transaction, creating an A-to-Z connection with their community.

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Superloyal

Retention platform for multi-brand groups | Where your brands cross-sell and communities engage | www.superloyal.com