Non-retailers engage in mass direct-to-consumer commerce

The Rolling Stones, Mars, and Unilever are proving that promoting objects on to customers is not only a enterprise for conventional retailers.

In the summertime I wrote column About technological improvements in direct-to-consumer (DTC) retailing. DTC retail continues to be a sector that produces fascinating expertise deployments.

However more and more, corporations that don’t sometimes match the definition of “retailer” are leveraging omnichannel applied sciences and methods to promote merchandise on to customers. This is a take a look at how two CPG giants, and one of many largest rock bands of all time, have interaction prospects throughout numerous channels and touchpoints.

Rolling stones

The “World’s Best Rock and Roll Band” has lengthy been a savvy gross sales and advertising group, so it is no shock that Rolling stones We now have been actively concerned in direct-to-consumer (DTC) retail for just a few years. The Stones turned on A.J Most important retailer on London’s stylish Carnaby Avenue since 2020, however have unleashed a multi-channel retail blitz to advertise the newest launch of ‘Hackney Diamonds’, their first album of all-new materials in 18 years.

RS No. 9, a retail format centered on the legendary British rock band, has opened US pop-ups promoting licensed merchandise and paintings from Rolling Stones guitarist Ronnie Wooden, with areas in New York Metropolis’s Union Sq. neighborhood and one other on Santa Monica Blvd. In Los Angeles in October.

In Japan, a semi-permanent brick-and-mortar location, known as RS No. 9 Harajuka, in Tokyo’s stylish purchasing district. The Rolling Stones additionally launched a worldwide e-commerce retailer with a 360-degree digital expertise so prospects can benefit from the in-store purchasing expertise utilizing their telephones and computer systems.

Snack on Mars

International packaged meals and snacks firm Mars Snacking has begun focusing on Uber prospects immediately Partnership with Uber Simply in time for Halloween. Mars Snacking delivers interactive content material about father or mother firm Mars’ Skittles sweet product to Uber and Uber Eats prospects.

Uber, which initially expanded from its core ride-sharing enterprise into third-party on-line supply with the launch of Uber Eats in 2015, got down to allow shopper packaged items corporations to… Promote their manufacturers and merchandise for app customers in Could 2023.

Now, Mars is exhibiting interactive Uber Journey advertisements and post-pay advertisements to customers using in an Uber automotive or ready for his or her Uber Eats order. The advertisements will allow customers to seamlessly work together with the Skittles web site and add Skittles merchandise to their Uber Eats purchasing carts.

Unilever

Unilever has Deploy a fleet From on-demand cellular Robomart mini-marts to take digital direct-to-consumer (DTC) ice cream, The Ice Cream Store, on the highway (See particulars beneathIt additionally affords an ice cream supply service through drone.

The corporate is teaming up with drone supply firm Flytrex to create the ice cream store Drone supply Throughout all Flytrex areas within the US.

In response to Unilever, drone orders from The Ice Cream Store might be delivered to native residents’ entrance and backyards with a promised flight time of lower than three minutes. Prospects can place orders for drone ice cream supply utilizing the Flytrex app, which offers prospects with real-time updates alongside the supply route till the bundle is safely dropped off through wire of their yard.

Flytrex additionally affords unique packages from The Ice Cream Store, together with chocolate-themed packages, cookie ice cream, berry/fruit ice cream, BBQ and Ben & Jerry’s.

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