When it comes to online commerce, there is no better business model than Amazon.
So, when Campbell Soup Co. announced a bevy of changes recently, the one that stood out was the hiring of former Amazon executive to lead their new e-commerce division.
Even a 148-year-old soup company that wants to stay ahead of the game jumps on the Internet for more sales.
Campbell’s online expansion includes:
- New distribution centers, the first ones in California and Texas, dedicated to online orders. The new centers will be operated differently than its existing warehouses, focusing on ways to customize the way it packages its products for different channels, be it in a meal kit or an online grocery order.
- $10 million investment in meal-kit company Chef’d.
- $32 million investment in Habit, a high-tech meal kit company that designs customers’ diets by analyzing their blood.
The percentage of food sold online today is in the low single digits, but by 2021 it’s expected to be a $66 billion business.
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