Ep 122: How Kellogg's Thinks About DTC and E-Retail
DTC Podcast · with Joe Harper & Jordan Narducci · July 19, 2021 · 49 min
Summary
This episode dives into how a CPG giant like Kellogg's approaches DTC and e-retail, offering valuable lessons for brands of all sizes. Learn how Kellogg's leverages DTC as an innovation channel to test messaging and gather consumer insights, while simultaneously optimizing its presence on e-retail platforms and quick-commerce services. The discussion highlights strategies for increasing search share on e-retailers and building strong relationships with traditional retail partners.
Key takeaways
DTC can serve as an innovation sandbox for large CPG brands, allowing them to test messaging and consumer response before broader market rollout.
Prioritize increasing 'share of search' on e-retail platforms, as this is crucial for visibility and sales in a crowded online marketplace.
Integrate quick-commerce platforms like Deliveroo and Instacart into your distribution strategy to meet evolving consumer demands for speed and convenience.
Cultivate strong, mutually beneficial relationships with retailers by demonstrating the value your brand brings to their shelves and understanding their operational needs.
Adopt a 'scrappy' mindset to content evaluation and creation, even within a large organization, focusing on resourcefulness and impact over large budgets.
Subscribe to DTC Newsletter - https://dtcnews.link/signup In today's show, we have Joe Harper and Jordan Narducci from the world-famous Kellogg's company. Joe started at Kellogg’s in 2015 as a social media manager and since then has been promoted to e-commerce marketing manager for Western Europe in 2019. After spending several years launching and scaling several DTC businesses, Jordan is taking his learnings and applying them to CPG. Since 2019, Jordan has lead Kellogg’s global DTC strategy. On this cast, we cover lots of ground including: Why does a company like Kellogg’s invest in DTC?
The different eCommerce channels and how Kellogg’s thinks of them
Intro to E-Retail and why more brands should focus there Increasing share of search on E-retail platforms
Utilizing deliveroo, Instacart, etc
Building a relationship with retailers - why should they want to stock your product? The difference in retail/DTC in North America and Europe/UK Why Kellogg’s thinks of DTC as an innovation channel to test, learn and get better - get your messaging down
Conducting digital research using FB and IG
Why it’s difficult for larger companies to be scrappy and to take on DTC Evaluating content and being more resourceful/scrappy What Kellogg’s is building with MWELL Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Work with Pilothouse - https://dtcnews.link/pilothouse
Follow us on Instagram & Twitter - @dtcnewsletter
Watch this interview on YouTube -
DTC can serve as an innovation sandbox for large CPG brands, allowing them to test messaging and consumer response before broader market rollout.
What does this episode say about retail & omnichannel?
Prioritize increasing 'share of search' on e-retail platforms, as this is crucial for visibility and sales in a crowded online marketplace.
What does this episode say about brand & content?
Integrate quick-commerce platforms like Deliveroo and Instacart into your distribution strategy to meet evolving consumer demands for speed and convenience.
What does this episode say about analytics & attribution?
Cultivate strong, mutually beneficial relationships with retailers by demonstrating the value your brand brings to their shelves and understanding their operational needs.
What does this episode say about dtc strategy?
Adopt a 'scrappy' mindset to content evaluation and creation, even within a large organization, focusing on resourcefulness and impact over large budgets.
