Reimagining D2C for FMCG: it’s time to break the mould

Yes, D2C offers better margins and a clearer path to loyalty. But ultimately, people don’t buy because a channel is available, they buy because it’s desirable.

Below are seven characteristics that can help brands build that sense of desirability. They’re not a checklist. Not every brand needs to do them all, but each one offers an opportunity to strengthen the direct customer relationship.

As repeat purchase rates slow across FMCG, more brands are looking at service and aftercare as ways to deepen relationships.

Take Wild: a refillable deodorant brand that’s built a base of over a million customers by leaning into aftercare through refills – a trend we’ve also seen spike in skincare search data.

Or Scooch, a pet supplement brand that adds value post-purchase with a health monitoring app (and even an ‘anal gland academy’ – yes, really).

Where to start:

• Audit your offer: where does service already exist, and where can it be optimised?
• Understand your audience: use customer data, reviews and feedback. What are your customers searching for? What are they talking about? Map their real needs.
• Benchmark the category: what are competitors doing well in service? Where’s the gap? Use this to establish core expectations of your customers.
• Pilot and iterate: measure, learn and adapt over time.

Subscription models are everywhere. But the winners don’t just offer convenience, they offer value and thoughtfulness. Search demand for coffee subscriptions continues to climb. Why? Because it helps people try new things, simplifies their lives and offers a touch of joy.

Nespresso does this well. Their model doesn’t just deliver coffee; it spreads the cost of machines, personalises flavour recommendations and builds loyalty. It’s not simply about utility; it’s about making customers feel cared for and heard.

But while subscriptions can simplify life for customers, we need to focus on the value they can bring. To stand out, brands need to think creatively about how to create great experiences and address a real customer pain point.

The key is to connect utility and personalisation while being mindful of the unique value your brand can deliver in a subscription.

To do it right:

• Test viability: is repeat purchase behaviour already there? Would they benefit from repeat automation? If so, at what frequency?
• Marry utility with personalisation: build features that feel tailored and simplify life for your customers. Understand usage patterns, pain points and what can be done to help.
• Create something meaningful: explore ways to make your subscription unique. Consider VIP extras, exclusive content and loyalty programmes.

Strong D2C brands aren’t just selling – they’re building community. When customers feel seen, heard and part of something bigger, they stick around. Beyond just selling, a great brand builds spaces where like-minded individuals can connect and be part of something.

By owning the customer relationship and first-party data, D2C has an advantage in creating a catalyst to build a community. For example, Sephora has built an active and passionate online forum where beauty enthusiasts exchange stories, recommendations and advice. Communities elsewhere such as Reddit can also be a community space – for example, r/Glossier (60k members) and r/CocaCola (24k members) highlight the opportunities to create a peer-to-peer community.

r/Huel on Reddit is a great example of a community built around shared values and passions. Brandwatch digital listening highlights the sentiment of joy – with conversational themes around all aspects of fitness and products, elevating the brand’s experience.

For niche audiences, such as those navigating gluten-free lifestyles, a community can provide a trusted space for customers to share recipes and challenges, and to discover new products – all while reinforcing the brand as a part of their journey.

Communities are also goldmines of insight. They’re great for spotting emerging trends, collecting feedback and strengthening loyalty by fostering deeper emotional connections.

How to build community:

• Leverage existing platforms: tap into communities. Use Reddit, Facebook Groups or Discord channels to test ideas.
• Facilitate (don’t dominate) conversation: give prompts, questions or themes that encourage audiences to share experiences and expertise. Moderation is key to preventing your community from going silent.
• Celebrate shared challenges and values: whether that’s fitness, food allergies or fandom.

Sometimes, the boldest move is knowing when not to go D2C.

Brands should weigh up the investment (money and time) and infrastructure against their audience’s needs and behaviour. Some customers might not want to buy direct, and that’s okay.

There are other creative ways to connect:

• Quick commerce: platforms such as Deliveroo offer urgency and utility.
• Retail and marketplaces: tap into built-in audiences.
• Social commerce: meet people where they already are.

Key questions to ask:

• What’s the real value of buying from us directly?
• Do we have the resources to do it properly?
• Is the customer actually asking for it?
• What role does D2C play in our long-term strategy?
• Are there operational or regulatory barriers we haven’t scoped?

Sometimes a hybrid model is the answer. D2C plus retail, quick commerce or social can meet customer need at the right moment.