Major FMCG brands are planning  a direct-to-consumer push

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 01, 2020, 11:49 AM UTC

COVID-19 pandemic has increased the demand for e-commerce and home delivery services.

Despite the operational challenges, the pandemic has made direct-to-consumer operations more viable for companies. Major FMCG brands like PepsiCo and Kraft Heinz are already planning a direct-to-consumer sales push in the wake of the pandemic.

The Financial Times reported that PepsiCo is delivering the boxes of snacks and drinks in the contiguous USA through its PantryShop site. Whereas, Kraft Heinz has launched a “Heinz to Home” delivery service in the UK to sell its product directly to the consumers.

Some FMCG executives told the FT there are no plans to replace retailers with D2C sales on a scale any time soon. They do, however, intend to collect useful consumer data to improve their understanding of e-commerce.

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