PUBLISHED DATE: 2025-08-25 08:40:23

Digital Food & Beverage: Rethinking eCommerce Strategies and Driving Success with Data Post-COVID-19

Contents

Contributors

Methodology

In Q2 of 2021, WBR Insights surveyed 100 Directors of Marketing, eCommerce, and similar roles from organisations across Europe to understand the challenges faced in 2021 due to the impact of the COVID-19 pandemic and the innovative solutions being implemented. The survey was conducted by appointment over the telephone. Results were compiled and anonymised by WBR Insights and are presented here with analysis and commentary by AutoStore System, Publicis Sapient, and the Digital Food and Beverage community.

Respondents’ Company Headquarters

Job Titles

Organisation Types

How Food and Beverage Brands are Turning Data into a Strategic Advantage

Part One: Strategic Priorities in 2021

COVID-19 has disrupted supply and delivery chains, forced customers from restaurants and bars, and left food and beverage marketers struggling to promote products that often rely on in-person sampling. However, the vaccine rollout and a gradual transition to economic recovery are creating opportunities in the wake of the pandemic.

Before the pandemic, food and beverage brands were prioritising health-based products, which saw a rise in demand. From vegan, plant-based, or free-from, to high-protein and immune-boosting, heads of marketing are still prioritising these product ranges post-COVID-19.

Recent lockdowns and restrictions have fuelled a market for comfort and convenience foods, driving demand for snacks, sweets, and alcohol. With international travel stalled, there has been a rise in demand for ‘world food’, and marketers are tapping into this trend by offering customers a taste of what they might enjoy on holiday.

According to respondents, the top three marketing and advertising tools being used post-COVID-19 are data analytics, Google Ads, and social media ads. Forums, geo-gating mobile data, and digital/programmatic ads will be key areas of investment in the next two years.

The majority of organisations are focusing on using technology to reduce risk as margins become tighter. The main challenges faced are maintaining seamless delivery systems and providing real-time tracking and customer service. 51% of respondents said the biggest challenge when implementing new technology is the lack of engagement and understanding of how solutions will translate to their organisation.

Increasing digital capabilities for all internal functions is the main priority this year. Other priorities include using technology at processing plants and employing inventory management and procurement technologies to reduce the risk of delays or financial loss. Automation technology—such as robotics, IoT, AI, and big data—is enabling organisations to automate more manual procedures during production and processing. Brands are also investing in customer experience and applying comprehensive data analysis techniques for decision-making.

Technology is also being used to establish and maintain public confidence in product origin and safety standards, from keeping workers safe to digital expiration date labels and real-time monitoring, providing transparency to reassure consumers.

Marketing and Advertising Tools: Current Use and Planned Investment

Expert Commentary:

Challenges in Implementing New Technology

Expert Commentary:

How Organisations are Using Technology to Reduce Risk

Expert Commentary:

Part Two: Driving Success with Data Post-COVID-19

Food and beverage brands are using first-party data assets to create deeper, more engaged experiences, accelerate product innovation, and personalise consumer engagement. The top three data-driven use cases are analysing product/customer data using AI, predicting consumer demand, and analysing usage data. The main challenges are achieving a 360-degree view of consumers (40%), evidencing ROI (52%), and concern over data privacy and regulation (43%).

Brands are investing in software for a holistic product lifecycle view and using descriptive and prescriptive analytics for decision-making. ERP systems help identify hidden business opportunities and eliminate underperforming products. AI, ML, and IoT are the most important technologies for the next three years.

With traditional sampling and demos limited by COVID-19, brands are exploring live streams, AR/VR experiences, and digital-first conventions. Consumer experience, data analytics/data science, and direct-to-consumer (DTC) business models have seen the largest investment changes in FY21.

Investment Areas in FY21 (as a result of COVID-19 pivot)

Expert Commentary:

Data-Driven Use Cases

Expert Commentary:

Challenges in Using Data for Profitable Decisions

Expert Commentary:

Personalised Experiences Investment

Expert Commentary:

Importance of New Technologies in the Next 3 Years

Expert Commentary:

Part Three: Re-thinking Your eCommerce Strategy

COVID-19 has accelerated the shift to eCommerce and online transactions, with many consumers indicating they will continue to rely on digital ordering and delivery. Food and beverage organisations must optimise time, resources, and information management to reduce waste and improve delivery quality.

Generating ROI from eCommerce strategies is challenging, as campaigns take time to resonate with target audiences. 50% of respondents have a very complex or somewhat complex customer journey. Traditional metrics like retention, loyalty points, and profitability are harder to use post-COVID-19.

Mapping customer journeys and activities helps determine eCommerce campaign efficiency. There is a strong emphasis on personalisation, product suggestions, and recommendations to improve basket size. Organisations are analysing website navigation, valuable clicks, and suggestions that result in sales.

Maintaining long-term customer relationships is key, with retention rates and cart value consistency included in ROI measurement. Some organisations analyse data and shopping trends to develop eCommerce strategies, measuring ROI by spending, budget allocations, and expected gains. For organisations with multiple product categories, ROI is determined by spending per category. Those with multiple marketing strategies focus on conversion rates.

Brands can improve eCommerce marketing ROI by using first- and third-party data for robust targeting, ensuring advertising remains relevant. Automation, machine learning, and personalisation enhance digital marketing performance.

Corporate social responsibility (CSR) is increasingly important. Customers are interested in ingredient sourcing, production processes, and are willing to pay a premium for authenticity and sustainability. Health and wellness, reducing CO₂ emissions, and equal opportunities are the top three ESG areas important for driving consumer engagement. Waste reduction, regenerative farming, recycling, biodiversity, and organic production are key concepts for the future.

ESG Areas Important for Consumer Engagement

Expert Commentary:

Customer Journey Complexity

Expert Commentary:

Conclusion

COVID-19 has brought health and safety to the forefront for food and beverage brands, creating opportunities to offer products with health and immunity-boosting content. Transparency in supply chain, manufacturing, packaging, and delivery, and tying products to customer health are key to post-pandemic success.

Most organisations are using technology to reduce risk as margins tighten, employing AI, data management, cloud, and digital services to enhance customer experience, inventory management, procurement, and online processes. Investment in personalised experiences is a high priority, with AI, ML, and IoT as key technologies for the next three years. However, 51% of respondents cite lack of engagement and understanding as the biggest challenge in implementing new technology.

Consumer experience, data analytics/data science, and DTC business models are seeing increased investment. Key challenges include achieving a 360-degree customer view, ROI expectations, and data privacy concerns. As online sales continue to drive revenue, organisations must optimise resources and closely monitor eCommerce ROI, considering customer retention, spending, budget allocations, and conversion rates.

Increased focus on ethical and sustainable practices is evident, with health and wellness, reducing CO₂ emissions, and equal opportunities as top priorities for driving consumer engagement.

About Publicis Sapient

Publicis Sapient is a digital transformation partner helping established organisations reach their digitally-enabled future, both in how they work and serve customers. With 16,000 people and 53 offices globally, Publicis Sapient fuses strategy, consulting, customer experience, agile engineering, and creativity to accelerate clients’ businesses. For more information, visit publicissapient.com

About WBR Insights

WBR Insights uses research-based content to drive conversations, share insights, and deliver results. They connect with high-level decision-makers in Europe and Asia across industries including Retail & eCommerce, Supply Chain & Procurement, and Finance. WBR Insights offers whitepapers, benchmarking reports, infographics, and webinars to inform and educate readers and help reach marketing goals.

Contact: Matthew Jowett-Baker, Insights Sales Director
T: +44 (0) 78 252 32311
E: matthew.jowett-baker@wbr.co.uk

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