PepsiCo's Omnichannel Strategy Leverages D2C to… | YOKESEN

PepsiCo's Omnichannel Strategy Leverages D2C to Respond to Changing Consumer Behavior
strategi omnichannel digital pepsico memanfaatkan d2c

Surely you are familiar with the CPG brand, PepsiCo?

Putting aside the fact that Pepsi has now moved its factory from Indonesia, the parent company of PepsiCo launched two Omnichannel Strategies digitally and DTC (or Direct To Consumer) after the pandemic changed consumer behavior which had changed globally and also affected the way consumers shop for food and drinks. 


They created a website specifically for the D2C strategy Snacks.com, as a place for consumers to buy Frito-Lay products such as Cheetos and Lay's when most offline stores were required to close during the pandemic.

   
PantryShop.com also does not want to be left behind as a specially created website where consumers can order special packages of various popular PepsiCo products, including Gatorade, Tropicana, and Quaker.


These two websites went from just an idea to soft launch in just 30 days. Gibu Thomas, Head of the commerce division at PepsiCo, said: "Ultimately, our goal is to give consumers as many choices as possible in shopping for our products whenever, wherever, and in whatever way they are comfortable shopping."


However, it is important for brands with an omnichannel DTC strategy to ensure that each of their customers gets the best consumer experience from the beginning to the end of the consumer journey.


PepsiCo's digital omnichannel strategy utilizes D2C to respond to changes in consumer behavior, including ensuring seamless operations such as a website that is easy to access, pleasant to look at (simple but still attractive UI UX) and, a variety of payment and delivery options available to suit each consumer's timeline and budget until the goods arrive to the consumer via courier, all of which runs without problems. Because brand / business reputation is also at stake throughout this user journey.


Also read insights on how Changing the Goods Returns Process From Annoying to Impressive for Consumers 

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