More and more consumers are opting out of the physical shopping experience. Grocery stores and big-box retailers alike are embracing home delivery, in-car, and in-store pickup.

So what does that mean for brands that typically make their impression through face-to-face contact with the consumer when that consumer chooses not to interact with them?

Before launching Resee’s Peanut Butter and Hershey’s Milk Chocolate-flavored whipped creams, Kraft Heinz got them in the hands of food bloggers and social media influencers and created a swell of anticipation for the launch.

So it seems the more things change the more they stay the same. Know what your consumer wants to hear and find the most effective way to get that message to them. When one channel is not as effective as it used to be, find another.