As the CBD company expanded, it was challenged by rising customer acquisition costs (CAC) and limited internal resources, so it partnered to provide a subscription offering directly to consumers.
Kellogg Company has created a direct-to-consumer site for its Cheez-It brand, providing another avenue for the company to reap the rewards of consumer data.
The appointments bring new talent to its leadership team as the company prepares to launch its first plant-based chicken product and add new SKUs in foodservice and retail.
Whirlpool shared more insight into its global digital commerce expansion, including how it hopes to more effectively meet today’s shifting consumer behavior through direct-to-consumer sales.
CGT recently caught up with Michael Lindsey, chief growth officer of PepsiCo Foods North America, to talk key trends in consumer shopping habits, including what the brand expects for the ecommerce platform coming out of the pandemic – despite restrictions being lifted.
Because of increased demand, it’s important brands understand what makes subscriptions attractive to consumers and how to deliver a superior experience.
DTC is estimated to capture up to 15% of category e-commerce penetration and is generally taking share from e-retailers versus offline. CG companies must understand the benefits in order to compete in our constantly-changing landscape. So what are they?
