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A Cold-Chain CPG E-Commerce Breakthrough For Brands?
One category holds full-scale CPG e-commerce: cold-chain delivery of food brands. Who will be the first retailer to get this “off the ground?”
In my latest Forbes article, I dig into how consumers will transition from driving to the supermarket for their weekly grocery order to fulfilling e-commerce’s real promise: home delivery of that same order while including our produce and pork chops.
The day we see an e-commerce home delivery that includes not only center-of-store items like bread and mayo and traditionally cold-chain products like bacon, lettuce, and tomatoes will mark the true fulfillment of the e-commerce promise.
Up until March, ordering groceries online was mainly a growth segment driven by millennials. There’s nothing like the threat of a potentially deadly airborne virus, a nationwide shutdown of brick-and-mortar retailers and government-imposed lockdowns to incentivize consumers, from baby boomers to Generation Z, to move from occasionally ordering items online to converting their browser search bar into the front door of their personal mall or supermarket.
Read the full Forbes article here.
If you have any questions or would like to learn more about how idc marketing and e-commerce can help your business (or, if you have a product for the food industry, NewPoint), please reach out to the idc marketing team — interested in other marketing tips marketing? Please visit our “How We Think” page or check out my book on food marketing: Moving Your Brand Up the Food Chain.
Founded in 1972, idc-marketing is the coolest, most resourceful, and oldest advertising firm in Lafayette, Indiana. We are a full-service agency that helps companies grow business-to-business (B2B) and consumer-to-business (B2C) market share.