{"id":46904,"date":"2020-05-29T14:48:45","date_gmt":"2020-05-29T12:48:45","guid":{"rendered":"https:\/\/www.giuseppecaprotti.it\/?p=46904"},"modified":"2020-11-27T13:05:26","modified_gmt":"2020-11-27T12:05:26","slug":"grandi-marche-vendita-diretta-accentuata-dal-coronavirus","status":"publish","type":"post","link":"https:\/\/www.giuseppecaprotti.it\/2019\/grandi-marche-vendita-diretta-accentuata-dal-coronavirus\/","title":{"rendered":"Grandi marche : vendita diretta accentuata dal coronavirus"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Le grandi marche, negli USA, cercano di raggiungere direttamente il consumatore.<\/p>\n

Questa non \u00e8 una novit\u00e0 , io lo segnalo\u00a0 dal 2015… ,<\/a> \u00e8 solo una tendenza accentuata dal coronavirus.<\/p>\n

Stiamo parlando di Pepsi Co., Heinz e Coca-Cola. Chi vuole pu\u00f2 leggerne in inglese su Forbes<\/a> (In chiaro sotto).[\/vc_column_text][vc_empty_space][vc_column_text]<\/p>\n

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Food & Beverage Giants Like Pepsi And Kraft Heinz Tap Into Direct To Consumer. Is It A Fad Or The Beginning Of A Trend?<\/h1>\n<\/div>\n<\/div>\n
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Louis Biscotti<\/a>Contributor<\/span><\/span><\/div>\n
Food & Drink<\/a><\/div>\n
National Leader, Food & Beverage Services Group, Marcum<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n
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Food and beverage brands are selling direct to consumers, and it may not be all about Amazon anymore.<\/p>\n

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.<\/p>\n

Peapod<\/a>,\u00a0Grubhub<\/a>\u00a0and\u00a0Uber Eats<\/a>\u00a0already deliver food on a massive scale, but big food and beverage brands have awakened and are now going direct to consumer as well.<\/p>\n

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\"Companies<\/div>
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As consumers shift more online and try to avoid trips to the supermarket during the coronavirus\u00a0… [+]<\/span><\/p>\n

PA IMAGES VIA GETTY IMAGES<\/small><\/p>\n<\/figcaption><\/figure>\n

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PepsiCo last week said it rolled out <\/span>Snacks.com<\/a>\u00a0and\u00a0<\/span>PantryShop.com<\/a>\u00a0in an initiative that, the company said, took 30 days. The F&B giant said it tapped its technology, data and inventory to \u201cquickly meet consumers\u2019 evolving needs.\u201d Talk about quick turnaround and a real change from the way big F&B companies operate.<\/span><\/h3>\n<\/div>\n

Kraft Heinz<\/a>\u00a0is selling via Heinz to Home, which is only available in the U.K. Even ice cream is being shipped on the internet via Ben & Jerry\u2019s. The coronavirus has clearly accelerated a direct-to-consumer (DTC) shift. Why do it? The bigger question might be, \u201cWhy not?\u201d<\/p>\n

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Gibu Thomas, PepsiCo\u2019s senior vice president and head of e-commerce, said PepsiCo is investing in DTC \u201cin these uncertain times, as more and more consumers are using e Commerce channels to purchase food and beverage products.\u201d<\/span><\/h3>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

Kraft Heinz\u2019s\u00a0Heinz to Home<\/a>\u00a0site explains how e-commerce is growing. \u201cWe know you can\u2019t always get the items you\u2019re looking for at the moment and we also understand that people currently have less opportunity to shop,\u201d according to the site.<\/p>\n

Consumers in the coronavirus crisis have also been buying more home appliances as they spend more time at home, according to the NPD Group.\u00a0And online sales for many products have been rising, leaving larger openings for brands to sell direct online.<\/p>\n

Today, companies need to master e-commerce, logistics, and returned goods while providing quick, contactless delivery.\u00a0If they don\u2019t, they risk damaging their brands. Do it well, and they can build brands, grow margins and sell on a site filled with their products.<\/p>\n

\u201cWe\u2019ve seen incredibly strong demand for our snacks during this time,\u201d said Michael Lindsey, chief transformation and strategy officer for Frito-Lay North America. \u201cAnd\u00a0Snacks.com<\/span>\u00a0offers consumers another way to purchase the products they love, delivered right to their door.\u201d<\/p>\n

A few DTC models are catching on. Kraft Heinz sells bundles based on consumer tastes and trends. PepsiCo\u2019s\u00a0PantryShop.com<\/span>\u00a0takes the same approach, offering bundles of brands like Quaker, Gatorade, Sun Chips and Tropicana. Products are grouped in categories such as “Rise & Shine,” “Snacking,” and “Workout & Recovery.”<\/p>\n

Bundles are \u201cdesigned to meet consumers\u2019 \u2018new normal,’\u201d according to PepsiCo, such as working and exercising at home and homeschooling. Bundles provide ease and help upsell, but consumers may prefer more complete choices.\u00a0PantryShop.com<\/span>\u00a0bundles are $29.95 and up and standard shipping is free.<\/p>\n

PepsiCo\u2019s\u00a0Snacks.com<\/span>\u00a0offers more than 100 Frito-Lay products with brands such as Lay’s, Tostitos, Cheetos and Ruffles. You can put together snack packs one item at a time. An introductory offer even includes free shipping for orders $15 and up.<\/p>\n

Coca-Cola started DTC with personalized bottles through its Share a Coke program in Australia in 2011 and brought it to the U.S. in 2014.\u00a0Cokestore.com<\/a>\u00a0has grown to include personalized bottles, apparel, stuffed animals and gifts – an exercise in branding as well as selling. But Coca-Cola still counts on distribution as a core competency.<\/p>\n

Some products are a hard sell: Ice cream on the Internet? Ben & Jerry\u2019s is letting customers scoop up pints and other products (apparel, sundae bowls and ice cream scoops) at\u00a0store.benjerry.com<\/a>. The company gets incremental sales, branding and gifts.<\/p>\n

And smaller brands are investing in direct to consumer.\u00a0Rind Snacks<\/a>\u00a0has been using social media to boost online sales, adding discounts and free shipping. And it\u2019s donating a portion of online proceeds to Feeding America\u2019s Covid-19 response fund.<\/p>\n

How big will DTC be for big brands? PepsiCo racked up more than $67 billion in 2019 revenue, fueled by 23 brands with at least a billion dollars in annual retail sales each. DTC is a small part of the pie. Adversity often provides opportunity – and DTC fits the bill here. As the quarantine ends, will this be the beginning of a new moment for big brands or just incremental sales? Big brands\u2019 shopping cart icons may not completely replace the old-fashioned kind with four wheels, but they\u2019re likely to keep getting fuller.\u00a0Will this squeeze distributors out of the picture?\u00a0Will brick and mortar retailers feel the bite?\u00a0My prediction is DTC is here to stay, and the current distribution channels need to be wary of the awakened giants.<\/p>\n

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Sotto : un temporary per la vendita diretta di gelati Magnum (Unilever) a Milano. Grazie a Fabrizio Calenzo<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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Le grandi marche, negli USA, cercano di raggiungere direttamente il consumatore. Questa non \u00e8 una novit\u00e0 , io lo segnalo\u00a0 dal 2015, \u00e8 solo una tendenza accentuata dal coronavirus.<\/p>\n","protected":false},"author":1,"featured_media":44169,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[37],"tags":[87,254,196,195],"class_list":["post-46904","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interventi","tag-coca-cola","tag-delivery","tag-e-commerce","tag-unilever","category-37","description-off"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/posts\/46904","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/comments?post=46904"}],"version-history":[{"count":6,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/posts\/46904\/revisions"}],"predecessor-version":[{"id":46910,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/posts\/46904\/revisions\/46910"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/media\/44169"}],"wp:attachment":[{"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/media?parent=46904"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/categories?post=46904"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.giuseppecaprotti.it\/2019\/wp-json\/wp\/v2\/tags?post=46904"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}