114: How to perfect your e-commerce and direct-to-consumer strategy

The COVID-19 pandemic has pushed food consumers online in huge numbers, with shoppers moving to delivery services to minimise their trips to supermarkets. Additionally the crisis saw many businesses create their own direct-to-consumer marketplaces, cutting out the middle man altogether. Waitrose polled 2,000 people across the UK and found that 77% now do at least some of their grocery shopping online, compared with 61% the year before. Is your brands e-commerce and direct-to-consumer strategy tapping into this growing marketplace? In today's podcast, host Stefan Gates is joined by Dean McElwee, Integrated Commercial Lead E-Commerce The Kellogg Company and Francis Nicholas, Group Digital Director, Nomad Foods, to hear their experience of e-commerce and direct-to-consumer, and to learn their recommendations for businesses across food and retail. About our panel Francis Nicholas, Group Digital Director, Nomad Foods Francis first got involved in the space more than a decade ago and was responsible for launching many of P&G’s brands into various Pure Plays (in particular Amazon) across multiple European markets. He also worked to drive the Online businesses with multiple Bricks & Clicks retailers. At Nomad Foods, Francis is responsible for driving the Online sales of Family Favourites such as iglo, Findus and Birdseye. Whilst this space has challenges, the consumer is ultimately the boss. Therefore it’s crucial for Brands and Retailers to understand how they can deliver against increasing consumer expectations whilst at the same time addressing the resulting business challenges – something Francis focusses on. Dean McElwee, Integrated Commercial Lead E-Commerce, The Kellogg Company Dean is the Integrated Commercial Lead, eCommerce for Europe at The Kellogg Company. Dean is a commercially focused E-Commerce leader with a broad commercial background with over 18 years’ experience in Retail Consulting and Sales Leadership for blue-chip multinational organisations. He has enjoyed a career spanning both emerging and developed markets across multiple channels. He has broad experience across both emerging and developed markets across multiple channels.