Diageo on D2C strategy, owning search and adapting to new consumer moments

For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, Aviation Gin, Captain Morgan and many more. As pubs, bars and restaurants closed due to the lockdown, Diageo’s on-premises trade (the sales it makes through venues like these), which comprises 60% of its sales, shifted entirely towards takeaway and e-commerce. “For us … it wasn’t something where we had to pivot massively, because we were already operating in ecommerce; but in the first instance, we had to ensure availability and that we had the right products, the right formats,” said Benjamin Lickfett, Global Head of Digital Innovation at Diageo, speaking at the Festival of Marketing: The Bottom Line. “It was about ensuring that we created a great experience, with all the information that consumers needed in all the right ecommerce channels.”

Read the full article at: econsultancy.com



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