From supermarket to digital shelf: two effective D2C strategies for FMCG
Winning on the shop floor is in your DNA. You know exactly how to build a brand on the supermarket shelf. But online, those rules don't seem to apply. The digital shelf is a different beast. The move towards direct-to-consumer (D2C) often comes with a gap: high brand awareness doesn't translate into direct online conversions. So why are loyal fans not becoming loyal online customers?
From the shop floor to a crowded digital funnel
The traditional marketing rules for FMCG brands are being challenged by several key market shifts. To name just a few:
- You're tired of being 100% reliant on retailers.
You want to own your customer relationships. Ánd first party data. - The competition is fierce.
Margins are under pressure. Discounters and private labels are challenging A-brands more than ever. - Your new customers are digital-first.
They are comfortable buying daily essentials on a website; they're also ready to build a trusted relationship with your brand digitally. - The 'TikTok effect' is real.
Community-based commerce is big. A single viral video can create massive demand overnight, and you need to be ready to capture it directly. - D2C is your new innovation lab
It’s the perfect way to test new products (like limited drops), get instant feedback, and connect with niche communities.
To sell directly to consumers is the logical next step. However, D2C demands a continuous, data-driven conversation, not a one-way message. The content that makes someone love your brand on TV isn't what makes them click 'add to cart' on your site.
This is a common dynamic in the FMCG market, affecting even top-tier companies. Their brand awareness is high, but they're missing the tactics to translate that interest into digital sales. It requires a shift from a campaign mindset to a conversion mindset. That’s where a smart content strategy becomes crucial.
Chief Commercial Officer at Springbok
Closing the gap: from awareness to action
Shifting to building direct relationships (CRM) is a challenge in itself. It requires a completely different way of thinking. But how do you execute this new, data-heavy strategy without overloading your team? Most traditional teams simply aren't built to handle this manually. This is why AI is the logical next step. It is the only way to make this intense level of interaction feasible at scale.
- Hyper-personalisation at scale:
A student in Amsterdam has different needs than a family in Brussels. AI allows you to move beyond generic messaging and create tailored content variations. Think personalised ad copy, dynamic product recommendations, and email campaigns that speak directly to an individual's buying habits. This is how you turn passive brand admirers into active shoppers. - Accelerating operational efficiency:
Many large FMCG organisations are slowed down by complex internal processes. Think of the hours spent on translating product descriptions, packaging information, and social media posts for different markets. AI-powered tools can automate and streamline these tasks with incredible accuracy, freeing up your team to focus on what truly matters: strategy, creativity, and building genuine customer relationships.
It’s not about abandoning your brand-building strengths but complementing them with a sharp, AI-driven D2C content strategy. It’s making your content work harder and smarter. We're already helping brands like Grolsch, Swinkels, and FrieslandCampina, but also hybrid players like JBL, Rituals and Hema to build and execute their D2C marketing.
Discover how a smarter content approach, powered by AI, can transform your D2C ambitions into measurable results. Get in touch with Michiel Van Riemsdijk