How PepsiCo’s fresh approach to segmentation delivered e-commerce success during COVID-19

PepsiCo, the food and beverage giant, successfully adapted its segmentation strategy in line with the growth of e-commerce during the COVID-19 pandemic.

The rise of e-commerce during the COVID-19 pandemic led PepsiCo, the food and snacks giant, to rethink not only how it sells, but also how it communicates.

Drew Ingram, director/retail media at PepsiCo, said the business took notice early on of which way the wind was blowing, understanding that changes in shopping habits – at least in the short term, but possibly also for the long haul – meant it had to reach people in new ways that captured their mood right now, and fit in with how they were shopping.

He pointed to research showing that US online grocery...

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