For National Ice Cream Day, frozen dessert brand Enlightened Ice Cream will not be promoting its own website but rather encouraging ice cream lovers to #ScoopLocal. To stay afloat during difficult times, many companies have had to rely on their online sales channels or start building their online offerings for the first time. Those who visit EatEnlightened.com on July 19th will be redirected to a page that encourages them to support local businesses, especially independently owned ice cream shops. On the page, Enlightened will be highlighting over 500 independently owned ice cream shops shared by fans from all across the country.
With #ScoopLocal, Enlightened recognizes that National Ice Cream Day will look different this summer than it has in previous years yet the celebrations and support of local businesses can be as sweet as ever.
Image Credit: Enlightened Ice Cream
What's Driving This Trend
- Online Sales Channels
- The shift towards relying on online sales channels presents opportunities for innovation in e-commerce and digital marketing.
- Supporting Local Businesses
- The trend of supporting local businesses, as demonstrated by #ScoopLocal, opens up innovation opportunities in community-driven marketing and local commerce.
- Independently Owned Ice Cream Shops
- The focus on independently owned ice cream shops highlights a trend towards unique and artisanal food experiences, creating opportunities for innovative flavors, branding, and collaborations.
Who This Affects Most
- E-commerce
- The growth of online sales channels provides opportunities for disruptive innovation in e-commerce platforms and logistics.
- Digital Marketing
- The shift towards online promotions and campaigns creates innovation opportunities in digital marketing strategies, targeting, and analytics.
- Food and Beverage
- The emphasis on supporting independently owned ice cream shops signifies a trend in the food and beverage industry towards local sourcing, unique flavors, and experiential dining.
