Non-retailers get in on direct-to-consumer omnichannel commerce

The Rolling Stones, Mars, and Unilever all demonstrate that selling items directly to consumers isn’t only an activity for traditional retailers. Increasingly, companies that do not ordinarily fit the definition of a “retailer” are taking advantage of omnichannel technologies and strategies to directly sell products to consumers.
Here is a look at how a couple of CPG giants, and one of the biggest rock bands of all time, are engaging customers across a number of channels and touchpoints.