General Mills' online sales are soaring. Its brand chief lays out how the company is overhauling its sites to build on the growth.

Business Insider

Nov 19, 2020

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The growth of e-commerce has fundamentally transformed General Mills' marketing approach, said its North America chief brand officer Brad Hiranaga.

As people shop more online during the pandemic, many established brands and retailers have had to scramble to stay relevant or risk being left behind digital startups and other competitors.

"It's e-commerce that's [changed] how we're thinking about marketing now," Hiranaga told Business Insider. "It's no longer, 'I'm going to get tortillas over here, and some beef and cheese over there.' Brands that are smart are providing that whole solution for taco night with one click of a button.