D2C – a mindset shift for brands and manufacturers*

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Your contact at diconium

Mai Vu
associate management consultant

Wie geht es jetzt weiter?

 

Ihr Kontakt bei diconium

Andreas Hell
senior management consultant

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Your contact at diconium

Kai Wershofen
associate management consultant

*accelerated by Corona

The demand for online food has increased massively since the spread of the coronavirus. In Germany, for example, the e-food market is growing by 142 percent.1 Since long waiting periods and delivery bottlenecks occur both offline and online, manufacturers are now increasingly turning directly to end consumers. Even traditional food manufacturers, which previously focused on B2B business only, are now pursuing direct-to-consumer (D2C) approaches.

In Ricola’s recently launched webshop We care by Ricola, care packages can be ordered for colleagues, friends or family members including a personal message – and sent directly to the desired recipient.

At Heinz, Heinz to Home is now available as a pre-assembled food box consisting of three different products; and Aptamil makes part of its product assortment available in the Aptashop, but limits orders to two products per order and one order per week to ensure a fair distribution of available products. Remarkable about this is the fast implementation within a short period of time: Ricola, for example, reports only three weeks from the idea to the actual launch. This is even surpassed by Lindt Canada. Within just five days, the online shop went live.2

Plus, there is also a social impact integrated in quite a few of these new solutions.

Lindt Canada donates one Gold Bunny for a frontline worker for every order; for every care package ordered from Ricola, one Swiss franc is donated to a coronavirus fund, and Heinz offers free delivery for all frontline workers, in gratitude for their work and commitment.
 

However, D2C is no novelty. It was already considered a trend, both before corona and outside of the e-food sector. More and more manufacturers, especially in the CPG market, see the potential that results from direct contact with their customers.

 

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1 insights.afterpay.nl: German lockdown boosts e-commerce purchases
2 shopify.com: Lindt

digitale geschaeftsmodelle automobilhersteller | whitepaper | diconium

D2C – a mindset shift for brands and manufacturers*

Content of the whitepaper

  1. What exactly is D2C?
    Online Shop / Marketplace
    Loyalty Program
    3rd party Marketplace
    Multi-Channel
    Omni-Channel
    Ecosystem
  2. Three major opportunities are the drivers of D2C
    Faster learning through data
    Closer connection to the consumer
    Improved brand loyalty
  3. Opportunities and chances also create challenges
  4. Putting it in order
  5. Conclusion: Well then?

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What's next?

What's next?

 

Your contact at diconium

Mai Vu
associate management consultant

What's next?

 

Your contact at diconium

Andreas Hell
senior management consultant

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Since 1995, we have supported industry leaders such as VW, Mercedes-Benz, Bosch, Kodak Alaris and Sick in exploiting the potential of digital transformation and offering millions of customers extraordinary experiences. As a strong partner, we accompany companies through the entire digitization process: from Innovation & Strategy, UX, Data & AI, Commerce and Technology to the creation of digital units.

One for all, all for one! More than 1000 colleagues serve our customers from eleven locations worldwide: Stuttgart, Berlin, Hamburg and Karlsruhe as well as Bangalore, Detroit, Beijing, Lisbon, London, San José and VaE. What unites us? The courage to break new ground, mutual attentiveness, teamwork and the will to make a lasting difference. diconium is a 100 percent subsidiary of the Volkswagen Group.