Direct To Consumer Marketing

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Mark Little

About the author: Mark Little was previously Global eCommerce and Direct To Consumer Director at Unilever.

Entropy has some of the best talent in Omnichannel and Direct to Consumer marketing that will work with you to accelerate growth for your brand.

The rise of direct to consumer (DTC) marketing


A Changing Landscape


The last 5 years have seen a dramatic shift in the retail landscape. The rise of Amazon is well documented, and their ‘walled garden’ of consumer data is the driving force behind their competitive advantage. Enterprises and brand owners are increasingly ‘data disadvantaged’, and the ability to build and foster direct relationships and 1stparty data proves increasingly important.


Larger companies wake up to the opportunity


When Unilever acquired Dollar Shave Club in 2016, they famously commented they did so not because they wanted to get into the shaving category (they could easily do this with their Axe and Dove for Men brands) – but because they wanted to ‘get into data’. Algorithmic driven ecosystems allow brand owners to deliver ‘personalisation at scale’ – and start-ups such as Graze and Hello Fresh are nice examples of what can be achieved with a little imagination.


D2C (sometimes abbreviated to DTC) has become all the rage within the FMCG industry. The starting point is always the consumer tension or pain point – and successful D2C brands have a clear understanding of the role they play in improving their customers’ lives. Despite the hype, D2C is not a magic solution for any brand – and needs careful assessment before taking forwards.


In addition, building D2C businesses requires new ways of thinking and new skillsets that traditional marketeers often don’t have the time to develop. Here at Entropy we are working with our clients to help brand and eComm teams do exactly that. We help build D2C pilots specifically designed to fit within today’s ZBB budget and resource limitations, and help train brand and eComm teams to become experts in D2C. We believe businesses should ‘fail fast, learn fast’ and adhere to Lean Startup approach. To quote author Eric Reiss – “the lesson of the Minimum Viable Product is that any additional work beyond what was required to start learning is waste, no matter how important it might have seemed at the time”. In doing so, we will help build a model and route to market that is right for your brand and business requirements.


We’re here to help, and more than happy to work with you and your stakeholders to help with:


  • Consumer problems, tensions and insights
  • Understand if D2C is right for your consumers and your brand
  • Test out hypothesis with Lean Startup techniques in a live consumer environment
  • Financial models and cohort analysis
  • Build and run D2C platforms (including product fulfilment)
  • D2C product innovation
  • Acquisition and retention marketing


We also provide wider consultancy on how your organisation can drive growth through Digital Commerce as well as training and capability programmes.


Our Founder Alex Tait recently chaired a panel at DTC London on the topic of what DTC brands can learn from larger organisations. You can read a summary of the discussion here.  

Contact us to find out more. However, before you do so hear from some of our clients. We can provide more references on request.

  • "The Entropy team are a pleasure to work with, their experience and insight is always valuable and they have a great passion for the work they do." Fiona Spooner, Global Marketing Director, Financial Times

  • "GDPR is a tough subject to understand but Entropy’s full day workshop was informative and made clear what was expected of us in order to be compliant. The scenarios really helped us to apply GDPR to our own situation and business. I would recommend Entropy to any company that’s looking to gain not only a broader understanding of GDPR, but its implications for their business.” Holly Hall, Managing Director, BIMA (British Interactive Media Association)

  • “Alex Tait has been very involved with ISBA on a variety of issues at the forefront of our agenda over the years, most recently as an advisor and previously as chair our Digital Action Group and valued member of our Executive Committee.” Phil Smith, Director General, ISBA – The Voice of British Advertisers

  • “Entropy have provided very effective and hands-on support. You have been a fantastic addition to the team in the past few months and brought invaluable media expertise. It has been a pleasure working with you. A big thanks from all of us.” Emmanuelle Grimbert, Marketing Director, Danone


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