Pepsi: 1 App To Rule Them All, And In The Lightness Bind Them

How does a $230 billion dollar corporation with thousands of products bundled under dozens of brands connect to billions of customers on a personal basis? Currently, with hundreds of mobile apps. But Athina Kanioura, chief strategy and transformation officer at PepsiCo, has a digital transformation plan to build a customized version of direct to consumer that works for PepsiCo, and reduce that number to just one.

Direct to consumer is a product sales channel that could be worth $213 billion by next year, according to eMarketer, and is growing at almost 17% per year. Nike alone took in almost $19 billion in 2022 through Nike Direct, and other big brands want a piece of this growing and highly lucrative pie. That includes PepsiCo, currently sitting at #46 on the Fortune 500 list.