“eCommerce is impossible to ignore” – Steve Millard on how the dairy giant Arla is looking to grow online
When I think of emerging eCommerce, I think of apparel brands like Stance Socks, Frank & Oak and brands along those lines. Probably the last thing that would come to my mind is dairy.
Well, Denmark-based Arla Foods is making a big push into eCommerce: their strategies are sound and the numbers they’re putting up are impressive.
According to Just-Food, “Arla is trying to reshape its business to tap into the way consumer habits are changing, from the products it develops and takes to market to the shifts in the channels into which it sells.”
With their recent push into eCommerce, Arla is seeing some initial success, hitting high single digit percentage sales in the online sector. For a dairy brand, that’s no small feat.
This push of traditional on-the-shelf retailers into B2C eCommerce is an exciting shift to see. Watching large brands who are used to wheeling and dealing with big box stores learn their way into selling online is revealing. These brands are having to get innovative with their marketing strategies and their consumer touchpoint, most shoppers don’t want another email in their inbox, let alone one that’s focused on milk—a product that shoppers usually don’t think twice about.
I’m curious and ready to see what kind of innovating marketing approaches these household brands take to pull their business off the shelf and into the browser.