Hilarious online ads
passed along social networks allowed Dollar Shave to create instant
customer recognition — in other words, a brand — far more quickly, and
for far less money, than a shaving company could have managed a decade
ago. Online distribution allowed it to get products into consumers’
hands without a costly retail presence. In fact, by cutting out on
retail, and shipping products to people’s homes on a subscription basis,
the company made buying shaving products more convenient than going to a
store.
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The same forces that drove Dollar Shave’s rise are altering a wide variety of consumer product categories.
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These firms have become so common that they have acquired a jargony label: the digitally native vertical brand.
http://www.nytimes.com/2016/07/28/technology/these-stores-didnt-develop-websites-they-started-there.html?ref=technology
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