BUS FPX3022 Assessment1 Attempt2.docx BUS-FP3022 Nike's DTC Distribution Strategy Ca

BUS FPX3022    Assessment1 Attempt2.docx  BUS-FP3022  Nike's DTC Distribution Strategy  Capella University   The definition of Direct-to-consumer (DTC) is to selling products directly to customers, bypassing any third-party retailers, wholesalers, or any other middlemen. Cutting out the  ˜middlemen™ is as much a measure to improve efficiency as it is a strategic move which enables companies to get closer to customers. This enables companies to build a direct communication channel, gather invaluable feedback and collect customer data which is otherwise left in the hands of partners who can leverage this knowledge to their advantage.  The e-commerce surge of the past year was astounding. Because of Covid-19, shoppers turned to the internet to buy everything from groceries to sporting goods at rates that would have taken years to reach under normal conditions. Experts believe a lot of the digital shopping habits consumers picked up during the pandemic are here to stay, even if e-commerce sales moderate some as life eventually returns to normal [ CITATION Mar21 \l 1033 ].  Explain why the company has adopted a DTC Supply Chain Strategy  According to an article on Retail Dive, in 2011, nearly ten years before Nike would announce its Consumer Direct Acceleration strategy to speed up the prioritization of DTC, the company was already focused on growth in that channel. At the time, DTC sales made up 16% of Nike brand revenues, or $2.9 billion of the total $18.1 billion the sportswear giant's namesake brand brought in that ye