Niche trumps superpowers in the new world of DTC
Today our shopping experience is a little different to a quick visit to the high street or a dedicated trip to a shopping mall. We type what we need into Google, see it displayed at a price that’s suitable for us and click to buy. If we are reacting to impulse, the chances of us seeing something at random in a shop or magazine and buying it, compared to being guided by the collective intellect of a million algorithms looking deep into us through the screen on our device and choosing...