From the launch of Heinz to Home by Kraft Heinz in August 2021, to two new D2C platforms rolled out by PepsiCo for its portfolio in 2020, a spate of high-profile suppliers leveraged the opportunity of the mass migration to ecommerce during the pandemic, to reach out directly to shoppers offering customisable products and points-based loyalty schemes.
But in the years since, amid a slow return to bricks-and-mortar grocery shopping, there’s been far greater scrutiny of exactly what benefits the channel provides in the longer-term.
In particular, with the vast majority of sales still through traditional retail, what’s the financial payoff for investment in direct-to-consumer (D2C)?
In this report, leading experts share why they believe D2C remains a critical tool for brands in the current climate, even when platforms account for a relatively small proportion of revenues.
Featuring exclusive comments from leading brands including Mindful Chef, Biotiful Gut Health and The Lakes Distillery, as well as insights from Shopify, idhl and Klaviyo, this report explores:
- How to use D2C to build brand equity, and fend off competition from private label
- The role of D2C platforms in engaging with Gen Z shoppers
- Using D2C channels as a way to gather feedback and cut down on innovation that misses the mark
- How to create tools for first-party data capture and mitigate the loss of ‘cookies’
- Expert tips on how to craft a D2C strategy from scratch
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