Direct to Consumer

When Freshly, the Nestle-owned subscription service focused on delivery healthy prepared meals, wanted to boost its personalization efforts, the company knew it had to get a better grip on its data management.

What began as AB InBev’s global incubator has evolved into a driving force that was well-positioned to meet consumer demands and accelerate its efforts during the pandemic. CGT explored how the company came together to invest and build a customer-centric mindset, scale its digital ecosystem and supply chain, and evolve DTC capability post-pandemic for global scale.

Growth in member demand outpaced total digital growth to hit a new record of $3 billion, supported by strong member engagement, average order value and buying frequency.

While most of today's consumer goods brands are all-in on growing digital sales, things are a bit trickier for the alcohol beverage category. A recent webinar with two Diageo e-commerce leaders explored how the brand has managed to make massive e-commerce gains despite today's antiquated and often complicated laws.

Kellogg’s is automating the most important meal of the day.

While many traditional CG companies are feeling tremendous me-too pressure to field a DTC offering, success comes to those that approach it with a well-conceived strategy that serves the consumer and business alike. Read on to uncover the steps CGs can take to reap the benefits of getting DTC right.

While many consumer goods companies feel an added pressure to pivot to direct-to-consumer, they must first take a step back and treat it as a new business model. CGT explores why in this Q&A.