Procter & Gamble has introduced a Direct-to-Consumer (DTC) subscription service for its Tide brand, giving shoppers the opportunity to get regular deliveries of Tide Pods laundry detergent. The jump into DTC sales from P&G sends a signal that these brands would like to bypass the traditional retail model, in part to learn more about shopper behaviors themselves.
With the proliferation of IoT technology, brands such as P&G may have an easier time taking the DTC subscription route, as long as they can time deliveries correctly. From the retailer side, Amazon already has set a precedent for this with the introduction of Dash buttons.
