The target group determines how we should sell to them, not the company

Aktualisiert: 14. Juli 2020

In times of Corona and national lockdowns, one issue is more clear than ever: It is not us - the companies - who decide where our customers should buy us. It is the customers themselves (or, as currently: sometimes even the state) who choose the sales channels that they prefer. And our sales strategy has to adapt.

But what does this actually mean for our sales strategy and the general approach to get the best possible business success out of our different sales channels? We often hear companies - especially in the food & beverage segment - say: "Online? We do not need that. We're bought entirely in stationary trade, and that is not going to change." And in many cases, it is of course true that food is still a commodity that is primarily sold "offline", and for which the direct purchase decision is made at the point of sale. Nevertheless, food marketers should also be prepared to learn from the enormous opportunities offered by the internet, to profit from them and, especially in these times, to treat them as an important revenue stream. Because as the Corona crisis shows us: online trade is also booming for food & beverage products now.

It is also not a coincidence that food start-ups generally have a significantly higher e-commerce quota than classic brands, and not only because they sometimes have a harder time actually entering food retail. Digital food sales is on the rise, and this fact has never been more clear than in the current situation. Of course there is also a great logistical challenge for products in online trade, but one thing is clearly shown by the developments in the times of Corona: Those who do not start now to get involved in an increasingly important digital and home delivery industry, will not be able to shape the future.

What does this mean in concrete terms for our sales strategy?

At the beginning of any orientation phase, of course, it is important to think about what you want to achieve and which target groups you are addressing with your products. Business goals are usually defined relatively quickly, and in order to achieve them, you have to win the right customers and convince them of your product. And here is the crucial question: "Which target groups do I want to reach, and what do these people want from me? Where will I be bought, on what occasions, to what extent?" Many companies ask themselves these questions only in terms of their marketing approach, but it is also a crucial question in the area of sales. Because if you have several target groups that exist in parallel (and one of them is perhaps shaping the future of your company more than the other), should you then not align your approach on the different existing channels accordingly?

The food industry is already growing in the e-commerce sector today, and, due to the unpleasant push from Corona, will certainly grow even much more in the future. So let's take the crisis as an opportunity and prepare ourselves to place food and beverages online to a much higher extent in the future, draw attention to them and encourage consumers to buy. Because diversification is always a good idea - also when it comes to sales channels!

If you have any questions regarding the best online strategy for your f&b brand, or how you can profit from the digital world both short and long term, we are happy to answer your questions at

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