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Andrey Dorosh explains how brands can balance direct-to-consumer growth with retail partnerships, differentiate across channels, and prioritise retention to drive long-term profitability and customer value.
The path to purchase is no longer a straight line. It is fragmented, iterative, and shaped by a constant interplay between physical and digital touchpoints. For brands operating across retail and direct-to-consumer ecosystems, the challenge is not choosing one over the other, but orchestrating both with precision.
In consumer electronics, especially, where consideration cycles are longer, and experiences matter, customers move fluidly between in-store exploration and online validation before committing.
This shift demands a more nuanced approach to channel strategy, one that balances differentiation with consistency, and short-term sales with long-term relationships.
“I think if you want to scale the brand, my biggest advice would be to look after the retention rather than transactional development of your business. That’s what I think is the most important part,” says Andrey Dorosh, Regional Retail Marketing Director, MENAT markets, Samsung Electronics MENA.
At last year’s Festival Dubai, hosted by SAP Engagement Cloud, Andrey Dorosh shared how retailers are navigating dual-channel strategies across the MENA region – aligning digital and physical touchpoints, leveraging data to drive smarter retention, and ensuring DTC and retail do not just compete, but complement one another.
Top insights Martechvibe learned from Andrey Dorosh;
- Channel roles must align with real customer behaviour
Customers no longer follow linear journeys. They explore products across stores and digital platforms before making decisions. Defining clear roles for each channel ensures brands remain present at every stage, without creating conflict or redundancy across touchpoints.
- Differentiation across channels drives relevance, not conflict
Offering channel-specific products, services, or experiences, such as exclusive variants or tailored support, helps brands meet diverse customer expectations. Strategic differentiation strengthens each channel’s value instead of diluting brand consistency or overwhelming customers with identical propositions everywhere.
- Retention-focused strategies outperform transactional growth
Long-term brand growth depends on nurturing loyal customers rather than maximising one-time sales. By focusing on lifetime value, personalised engagement, and ecosystem-driven relationships, brands can improve profitability while building stronger, more sustainable customer connections.
