Brands go direct to consumer to capitalise on ecommerce surge
From Heinz to Aldi, brands across the marketing spectrum are accelerating their shift to ecommerce in response to the unfolding coronavirus crisis.
Consumers may have been forced to change their shopping habits thanks to the Covid-19 lockdown, but their accelerated shift to online could represent a behavioural change with long-term implications.
Brands and retailers have been quick to respond to the new reality. Tinned food giant Heinz has introduced its first direct-to-consumer (D2C) website, created in less than three weeks by ecommerce agency Good Growth.
The Heinz to Home site offers bundles of core Heinz products to locked-down customers, with free shipping to NHS staff and other emergency service workers.
A simple menu offers bundles of either tinned food (eight cans of baked beans and four of tomato soup and spaghetti hoops) or a selection of table sauces, each for £10. There is a delivery charge of £3.50 per bundle for those who don’t qualify for discounts.
