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Storytelling central to Danone digital marketing strategy

机译：讲达到达纳尼数字营销策略的讲故事核心

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With e-commerce adoption skyrocketing during the pandemic and online sales expected to reach more than $250 billion by 2025, Danone North America is prioritizing innovation for the virtual shelf. The company in April launched a direct-to-consumer website for its So Delicious brand of plant-based dairy products. "We saw a need to meet and attract new consumers who were just engaging with direct-to-consumer platforms or just engaging in digital commerce," said Kristina Cole, president of sales and chief customer and commercial officer at Danone. "It's very small for us. It's a test, and we're learning our way through it." While the direct-to-consumer channel accounts for a small part of the overall business, it also offers benefits beyond incremental sales, she added. "It allows you to get real-time information from consumers to help inform what they're really looking for," she said. "It used to take six to eight months to know you had an item that was going to work. Now, you know in days. You can launch a new flavor and get instant feedback. It allows you to tweak your innovation strategy and can help inform future innovation."
机译：随着电子商务通过在大流行和在线销售期间，预计到2025年的大流行和在线销售额将达到超过250亿美元，Danone North America正在优先考虑虚拟架子的创新。该公司于4月推出了直接到消费者网站，为其如此美味的植物乳制品品牌。 “我们认为需要见面并吸引刚刚与直接消费者平台或者只是从事数码商业的新消费者，”达内尼销售总裁Kristina Cole克里斯蒂纳科尔克里斯蒂娜科尔说。 “我们对我们来说非常小。这是一个测试，我们正在学习我们的方式。”她补充说，虽然直接消费者渠道占整体业务的一小部分，但它还提供了超越增量销售的益处。 “它允许您从消费者获得实时信息，以帮助通知他们真正寻找的东西，”她说。 “过去六到八个月来知道你有一个要上班的物品。现在，你知道在几天内。您可以推出新的味道并获得即时反馈。它允许您调整创新策略并可以帮助告知未来的创新。“

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    《Food Business News》 |2021年第8期|14-15|共2页
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