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General Mills is crafting its DTC strategy to raise its e-commerce sales

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General Mills is piloting its newly developed DTC strategy to lift its e-commerce sales. General Mills’ global e-commerce lead of DTC, Carter Jensen, gave an insight into the company’s future aims while giving a talk at the Modern Retail DTC Summit, held last week in New Orleans. The company is planning to launch DTC campaigns with 30 brands as DTC has emerged to be a prominent component of the company’s overall programme. The three categories in which the company is planning to implement its DTC model are 1, Smaller upstart brands including Doolies and Good Measure. 2, Establish a direct relationship with customers by allowing them to order custom foil Michael Jordan Wheaties boxes from shop.wheaties.com. 3, The sales-oriented beef jerky category, which is more profit-driven.

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Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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