STRATEGY & DIGITAL
Most UK and EU CBD consumers have had their first CBD experience within the past six to 12 months. Previous inhibitors to adoption were inaccessibility or lack of brand awareness, but preference for at home experiences due to Covid-19 has cemented D2C as a core distribution strategy for TRIP. TRIP’s own e-commerce has experienced over 400% growth within the first month and doubled its organic social engagement (over 200,000 impressions a month), garnering national press coverage of the same. Digital platforms and D2C enable an essential feedback opportunity and customer touch point around education, serving options and brand experience – in a context where consumers are keen to align with mission-driven brands that share their personal values. As coronavirus establishes new consumer behaviours, TRIP has leveraged the demand for CBD during lockdown in the UK and launched TRIP’s CBD Store on Deliveroo – the first of its kind partnership, delivering TRIP CBD-infused drinks and TRIP CBD oils within 30 minutes. When ensuring the relevance of CBD drinks in this new normal, aligning with online platforms and access points that already cater for these occasions is a critical part of digital strategy.
As one of the highest-rated ‘restaurants’ on Deliveroo, the TRIP CBD Store is an exciting example of the strong pull brands have in an impulse environment for consumers, where there has been no behavioural precedent of wellness category shopping on the platform. TRIP is excited to expand this partnership through key European cities.
A shifted preference
Covid-19 has shifted consumer preference and behaviours for the long term. Digital channels will remain critical to customer feedback and brand experience when traditional distribution may be forever disrupted.
Increasing lifestyle pressures and ‘covanxiety’ has led people to seek drink products that do more – including to provide rebalancing and calming support, especially for those that are looking to reduce alcohol consumption. However, the success of TRIP’s CBD-infused range in hospitality, nightclubs and leisure environments has shown that, like Red Bull, this product will work uniquely across diverse formats and environments to the benefit of the individual, including at the office as well as in places of relaxation. ●
Beverage Essentials Handbook | 47
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64
