B2B Brands Embracing D2C Marketing During COVID-19

Posted on by Chief Marketer Staff

With COVID-19 remaining a serious public health threat, the need for business solutions that accommodate for social distancing practices put in place across the globe is critical. Some B2B brands are taking a page from the D2C marketing model and converting portions of their business to target consumers directly, according to a piece in AdExchanger.

An effect of the pandemic that has benefited the shift to D2C is consumers’ willingness to try new services without the need for brands to invest heavily in education. New Jersey-based food supplier Rastelli’s is an example. The brand began to sell its products directly to consumers last year, under a different label, instead of through grocers or wholesale. Thanks to consumers’ willingness during the pandemic to purchase fresh food online, the brand’s D2C ecommerce has taken off.

Another brand, telemedicine startup Maven Clinic, has shifted from selling to health care providers to direct consumer sales and branding. And AB InBev Mexico, which saw its normal sales channels evaporate because of the pandemic, has responded to consumer demand for ecommerce by creating new websites, apps and using local delivery services. Still others have taken advantage of the built-in shipping and fulfillment practices offered by Amazon to sell products directly to consumers. For more about how B2B brands are making D2C moves, read on in AdExchanger.


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