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