IWSR Analyzes E-Commerce Opportunities Post-COVID-19
After the value of global e-commerce sales increased by 45% in 2020, there is concern that digital sales will cannibalize brick-and-mortar retail and on-premise sales. However, IWSR analysis shows that e-commerce sales provide paths for incremental growth.
Data shows that e-commerce purchases tend to be higher in value, which is promising for brands with niche or limited-edition offerings. Up-and-coming “white label” storefronts enable brands to offer a direct-to-consumer experience that abides by the three-tier system.
As such, big players are investing in the space. Diageo North America more than doubled advertising and promotional spending in e-commerce between 2020 and H1 2021.
“Beyond generating additional business, e-commerce is allowing us to communicate more with our consumers, learn more about them and their expectations, and educate them about our brands,” says Philippe Jouhaud, sales and marketing director for Bacardí-owned brands Noilly Prat, Bénédictine, Baron Otard and D’Ussé.
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