D2C brands see surge in Google searches as Pepsi, Barcelona FC go online

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Two major brands have launched online stores as new data showed a rise in consumer searches for brands on Google throughout March.

Pepsi has introduced PantryShop.com and Snacks.com, which are both direct to consumer websites.

PantryShop.com offers a range of bundles with selections of Pepsi products such as Gatorade and Tropicana, while Snacks.com sells products from the Frito-Lay brand. The online stores were developed in under 30 days.

Gibu Thomas, SVP and head of ecommerce, said: “Over the last few years, PepsiCo has been working to be a faster, stronger, better company, one that is laser focused on meeting consumer needs and winning in the marketplace. Investing in eCommerce and digital capabilities and talent has been – and will continue to be – a big part of that effort.

“In these uncertain times, as more and more consumers are using eCommerce channels to purchase food and beverage products, PantryShop.com and Snacks.com offer shoppers another alternative for easy and fast access to products they love.”

Meanwhile, Barcelona Football Club has introduced an ecommerce section on its website, with products currently available for purchase in Spain. The football club plans to expand this to other countries in the future.

Oriol Tomàs, VP of the FC Barcelona Commercial Area, said: “The launch of the new official ecommerce channel at the Barça Store Camp Nou is a very important milestone for FC Barcelona, as it means a new step forward towards its goal of expanding and internationalising its retail business, which already involves its own network of six physical points of sale.

New data from Pi Datametrics showed that many brands in the InternetRetailing brand index saw major growth in searches on Google during the coronavirus pandemic in March. Nintendo saw a rise in search volumes of 123%, as did the ShopDisney online store.

Hugo Boss saw searches rise 49% and Lego 50%, while Nike saw a more modest but still significant increase of 22%. However, Adidas, which already has a highly developed direct to consumer offering, saw no change.

A Pi Datametrics spokesperson said: “Despite a tougher time for many retailers during the pandemic, there has undoubtedly been a growth in online interest for some brands and products in higher demand sectors, for example, groceries, fitness, toys and home improvements.

“What is interesting, is the quite a stark difference between the % increases in search volume for select brands within the same sectors. This will be indicative of the strength of their online marketing and advertising efforts during this time. For those retailers wanting to succeed in the ’new normal’ – understanding the behaviours of their customers online, and building strategies around intent, will be critical.”

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