PEPSICO GIVES PEOPLE A WHOLE NEW WAY TO SHOP
As shoppers rethink how they buy groceries, an option has emerged from PepsiCo via some new direct-to-consumer (DTC) sites: PantryShop.com and Snacks.com. Both sites allow shoppers to stock up on their favorite food and beverage items from the PepsiCo portfolio and have them shipped directly to their homes—or even send items “as gifts to friends and family.” We’ve seen other CPG brands experiment with short-term DTC plays, but this effort appears more long-term and will likely grow in popularity as word gets out.
AMAZON CONTROLS THE WHOLE PURCHASE JOURNEY
We’ve seen plenty of brands experiment with “buy now” buttons on TV and in social channels, but Amazon may be the first to control the entire purchase cycle with the introduction of its new series Making the Cut. The show is a standard fashion design competition, but what sets it apart is that the winning design from each episode is available for “buy now” purchase as the episode ends, but only if the viewer is watching the show via Amazon Fire TV. Amazon is controlling the show content, website purchase platform and Fire TV purchase option. Through the show, Amazon has potential to dictate fashion styles and more emotionally incent viewers to purchase with the backstory of how the garment was made versus just finding it on a store rack.
KOHL’S TRIES ON AR FOR ITS FASHION SELECTIONS
Last fall we reported on Kohl’s new augmented reality partnership with Snapchat’s Lens feature to let shoppers virtually shop the season’s fashion selections from the comfort of home. The experience was updated for the spring fashion line, but it quickly updated again once COVID-19 hit. Now shoppers are able to virtually view and try on athleisure gear from the augmented digital showroom as they social distance from home. Due to the quarantine, Snapchat has reported a recent spike in interest from brands regarding its AR shopping features. It will be intriguing to see if this technology will convince more shoppers to buy from home even as normalcy returns.