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Food and Beverages | Thursday, January 13, 2022
Food and beverage brands that were early adopters of direct-to-consumer marketing will have an advantage in the future if traditional brands do not swiftly adapt to these developments.
FREMONT, CA: To begin, consider recalling that not long ago, the only option for a food brand to exist was to secure buy-in from major grocery chains. Before the growth of online grocery shopping, many brands were forced to rely exclusively on wholesale. Food ecommerce grew again in 2020, aided by the coronavirus pandemic. However, what can people anticipate from favourite food manufacturers in the future year? And, perhaps more significantly, how can one capitalises on these developments as a food brand owner?
The Direct-to-Consumer Food Ecommerce Trend: Direct-to-consumer has emerged as the preferred model for emerging firms in categories such as fashion and cosmetics, like malls and department shops struggle to stay afloat.
The food industry has been slower to adapt because it relied on sizeable multinational food chains and supermarkets, but now is the ideal time to transition to DTC.
The last year has demonstrated the true benefit of directing clients to the channels—such as the website and email lists—to purchase products.
Do not expect food brands to go entirely online; instead, expect them to develop the ultimate omnichannel strategy to increase brand awareness, loyalty, and customer experience.
It's a prudent plan to pursue, as brands that take an omnichannel approach have historically performed better and are likely to continue to do so.
Food companies that focus on expanding direct consumer sales rather than wholesale contracts will have a more stable business.
Food ecommerce will meet consumers where they want to be in 2021, from ordering online and picking up in-store to recurrent delivery and beyond.
Even meat products that were previously solely available in-store may gain traction in the DTC industry due to lessons learned from start-ups like ButcherBox.
Bringing Ecommerce Websites Up to Date: In 2021, having an essential ecommerce website will not suffice.
When COIVD-19 took effect and forced practically all products online, consumers accepted that some brands' online stores were not as user-friendly as they could be. Shoppers felt for the food business, which was accustomed to meeting its customers face to face, generally on a shelf.
With time passing, consumer patience for poorly designed ecommerce sites that are difficult to navigate and lack confidence has waned.
The food business must step up and make it simple for people to locate and purchase items online.
They require pages dedicated to ingredient transparency, their manufacturing process, and why their product is the superior choice. In other words, companies must communicate their unique selling proposition effectively.
When it comes to setting up their ecommerce platforms, brands must comprehend the fundamental principles of user experience design.
Food and beverage firms that provide additional touches such as tailored recommendations and opportunities for client feedback will earn bonus points with both seasoned online shoppers and newcomers.
The food industry's focus should be on enhancing the buying experience on its websites. They can accomplish this by:
Businesses entering the food ecommerce industry must make it simple for clients to order from their website or risk losing customers to competitors who do.