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Home ›› Archives for Nick Easen

Nick Easen

Content Specialist | International Telecommunication Union

Nick Easen is an award-winning UK-based freelance journalist, broadcaster, editor, and consultant with over 16 years of experience in television, print, and online. With experience in content for BBC, CNN, CNBC, Bloomberg, BBC World News, BBC domestic, and BBC.com, as well as a host of British, American, and Asia-Pacific publications.

Big brands go direct to the consumer in a crisis

  • Behavioral Science, Business UX Leaders, Consumer products, Customer Experience, E-commerce, Psychology and Human Behavior, Strategy, Technology, Vendor-Client Relationships

During the current pandemic, some of the world’s biggest brands started online stores. But will the popularity of this purchasing model last as shops start to reopen?

Article by Nick Easen
IDEAS IN BRIEF
Big brands go direct to the consumer in a crisis
  • Spurred by the coronavirus pandemic, some of the worlds biggest brands are opening online stores serving products direct to customers’ homes
  • PepsiCo, Nestlé and Heinz all launched direct-to-consumer (D2C) offerings in lockdown, appealing to those who couldn’t leave their home, but were dead set on their favorite ketchup or kombucha brand.
  • Newly hatched D2C brands are now creating their own databases, analyzing behavioral and sales data to maximize marketing and profits. They are A/B testing – comparative user-experience research – new offers online and using their websites as labs for product research and development.
  • What the pandemic has taught many companies is D2C e-commerce isn’t just for smarter speciality startups that don’t want legacy retail and big overheads; it’s for all brands looking to drive preference, loyalty and repeat sales through a directly owned relationship.
  • “We believe there will be a ‘lockdown loyalty effect’. Consumers will remember the brands and retailers that got them through the darkest lockdown days,” Hugh Fletcher, global head of innovation at Wunderman Thompson Commerce concludes.
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