Collectible figure retailer Funko has traditionally dealt with wholesale, focusing on business-to-business (B2B) transactions. However, in recent years, Funko has placed significant emphasis on direct-to-consumer (DTC) sales. This shift has allowed Funko to connect with fans in a more personal manner through their website, Funko.com.

Josh Smiley, the vice president and head of technology at Funko, highlights the success of these one-to-one fan engagements. Smiley told Digital Commerce 360 that the move has not only boosted sales but also enhanced the brand’s relationship with its customer base.

The strategy has proved to be “super successful and incredibly important,” emphasizing the significance of DTC sales in today’s market. Funko’s case is a vivid example for digital marketers and e-commerce platforms, showcasing the benefits of improving customer interactions through direct contact.

For companies aiming to improve their own DTC channels, it’s crucial to consider the customer experience and engagement opportunities. Funko has demonstrated that focusing on those elements can lead to greater customer satisfaction and loyalty.

Read more about Funko’s approach and practical tips to combat bots and enhance DTC sales on Digital Commerce 360.