How FMCG brands can blend traditional retail and e-commerce post-COVID-19

COVID-19 has prompted many brands to beef up their e-commerce presence or direct to consumer strategies to supplement traditional retail channels.

Why it matters

E-commerce and direct-to-consumer are major opportunities for brands, but they must supplement existing retail strategies.


  • Where a food or drink brand creates a DTC offering to supplement its traditional distribution in grocery multiples, DTC tends only to account for a tiny proportion of sales - usually less than 1%.
  • Brands still need to focus on building mental availability, because the vast majority of FMCG purchases are still subconscious, emotional, and “system one” choices.
  • With the search bar dominating online shopping journeys, the challenge for marketers is to earn that space at the top of the page....

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