It’s clear that the direct-to-consumer business got a big shot in the arm from the shelter-in-place orders that many of us are now living under.
Even though these restrictions are temporary, they have trained many new consumers to use online services to order their CPGs (consumer package goods) and have them delivered. This includes food, beverages, cosmetics, cleaning supplies and other packaged goods.
Many new on-line shoppers will never go back to physical shopping. Once they discover the convenience of home delivery, they will rely on it permanently.
What does that mean for CPG brand builders? Online consumers will tend to stick with the brands they know. They will not be as likely to stumble upon a new brand or make a notion or an impulse buy.
This means, the older, more established brands will get stronger as more and more shoppers go to “same-as-last-time” repeat ordering. Sure, there will be more paid pop-ups and paid side-bar advertising.
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Who We Are
Michael Houlihan and Bonnie Harvey co-authored the New York Times bestselling business book, The Barefoot Spirit: How Hardship, Hustle, and Heart Built America’s #1 Wine Brand. The book has been selected as recommended reading in the CEO Library for CEO Forum, the C-Suite Book Club, and numerous university classes on business and entrepreneurship. It chronicles their humble beginnings from the laundry room of a rented Sonoma County farmhouse to the board room of E&J Gallo, who ultimately acquired their brand and engaged them as brand consultants. Barefoot is now the world’s largest wine brand.
Beginning with virtually no money and no wine industry experience, they employed innovative ideas to overcome obstacles, create new markets and forge strategic alliances. They pioneered Worthy Cause Marketing and performance-based compensation. They built an internationally bestselling brand and received their industry’s “Hot Brand” award for several consecutive years.
They offer their Guiding Principles for Success (GPS) to help entrepreneurs become successful. Their book, The Entrepreneurial Culture: 23 Ways To Engage and Empower Your People, helps corporations maximize the value of their human resources.
Currently they travel the world leading workshops, trainings, & keynoting at business schools, corporations, conferences. They are regular media guests and contributors to international publications and professional journals. They are C-Suite Network Advisors & Contributing Editors. Visit their popular brand building site at www.consumerbrandbuilders.com.
To make inquiries for keynote speaking, trainings or consulting, please contact sales@thebarefootspirit.com.
