Forbes reports that, as consumers shift more online and try to avoid trips to the supermarket during the coronavirus crisis, companies like PepsiCo, Coca-Cola and even Heinz Kraft are growing direct-to-consumer sales.
PepsiCo last week said it rolled out Snacks.com and PantryShop.com in an initiative that, the company said, took 30 days. The F&B giant said it tapped its technology, data and inventory to “quickly meet consumers’ evolving needs.” Talk about quick turnaround and a real change from the way big F&B companies operate.
Kraft Heinz is selling via Heinz to Home, which is only available in the UK. Even ice cream is being shipped on the internet via Ben & Jerry’s. The coronavirus has clearly accelerated a direct-to-consumer (DTC) shift. Why do it? The bigger question might be, “Why not?”
This provides direct access to data sets that are normally captured, around giant producer’s products, by retailers.