How King Arthur’s digital strategy has evolved during the nationwide flour boom

Flour is a hot commodity and King Arthur has been riding that wave.

The 230-year-old brand was one of those consumer packaged goods companies that saw sales spike beginning in March. Sales increased by 600% as people began stocking up on grocery goods — and when grocery stores were out of stock, consumers turned to King Arthur’s website. The company’s direct-to-consumer business doubled in the last three months and website traffic spiked at around 600% but has since plateaued at a 300% increase of what it was before coronavirus hit.

The company’s digital strategy has focused on selling wherever the customer finds its products — its 2019 revenue was more than $150 million. While its website offers over 1,000 SKUs (compared to the 50 it sells to stores nationally), e-commerce makes up only about 20% of the sales. According to Bill Tine, King Arthur’s vp of marketing, its digital strategy has focused on creating content that speaks to its customers.

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