CGT: What are some of the technologies being used in order to create more personalized experiences for example, through individualized variety packs?
Lindsey: We have been able to leverage data analytics (social listening tools) to respond in real-time to consumer insights. For example, customized Variety Packs have led to consumers adding more niche products to their orders. Funyuns Original, Smartfood White Cheddar, and Lay’s Salt & Vinegar were in the top-5 items (out of 40) added to a Make Your Own Variety Pack order during our original testing, despite being more niche flavor SKUs in general retail.
CGT: Can you talk about some of the benefits realized from standing up the e-commerce site? Are there any benefits realized that were originally not anticipated until after going live?
Lindsey: Overall, Snacks.com has been an important testing ground to pull through new insights into what consumers are looking for in snacks. With shifting consumer demands, we’re rethinking how we structure our business to become even more agile and get closer to the consumer.
Snacks.com proved early on to be a successful DTC platform for Frito-Lay and we recently expanded the offering to our Canadian consumers, further enabling us to continue to deliver on our vision is for every consumer to always have access to the exact snack they want, when and where they want it. Like Snacks.com, we used data to understand the specific shopping and snacking habits of our consumers who live in Canada to provide them an offering that suits their shopping habits and preferences.
Having strong presence in e-commerce is one of the many pieces that builds our omnichannel strategy and helps us strengthen our “Always, Everywhere” vision.