Ep 220: How General Mills is Going Direct To Consumer with Carter Jensen, Global Lead for DTC
DTC Podcast · with Carter Jensen · July 18, 2022 · 37 min
Summary
General Mills' Global Lead for DTC, Carter Jensen, shares how an 18-billion-dollar CPG giant is building a direct-to-consumer framework from the ground up. This episode reveals the strategic decisions, operational realities, and lessons learned in establishing DTC for a century-old company, including hybrid retail models and successful product drops like the Stranger Things collaboration. Essential listening for CPG brands looking to navigate the complexities of omnichannel and direct sales.
Key takeaways
For established CPGs, DTC isn't just about sales, but about completing the 'connected commerce journey' by gaining direct customer insights and control over the brand experience.
Implement hybridized retail/DTC models to leverage existing retail strengths while building direct relationships, as seen with General Mills' Ratio brand.
Utilize scarcity and collaborations (e.g., Stranger Things x Cinnamon Toast Crunch) for product drops to generate buzz, test new products, and gather first-party data.
Building a DTC arm within a large, traditional organization requires overcoming significant internal inertia and establishing new operational frameworks.
DTC allows CPGs to experiment with new product lines and engage niche audiences (like the keto market for Ratio) more directly than traditional retail channels.
Subscribe to DTC Newsletter - https://dtcnews.link/signup Hello and welcome to DTC Podcast, I’m Eric Dyck. Today we’re taking a trip down the cereal aisle with General Mills Global Lead for DTC, Carter Jensen.
Two years ago, Carter joined the 18 Billion dollar, hundred-year-old company with the task of building out the direct-to-consumer business framework for General Mills.
This podcast is a rundown of the biggest challenges wins, and insights along the way.
You’ll hear about Ratio, Gen Mills keto brand group, and their hybridized retail/dtc experience
The connected commerce journey and why DTC completes the picture
The anatomy of a General Mills product drop for Stranger Things and Cinnamon Toast Crunch Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Watch this interview on YouTube - https://dtcnews.link/video
For established CPGs, DTC isn't just about sales, but about completing the 'connected commerce journey' by gaining direct customer insights and control over the brand experience.
What does this episode say about retail & omnichannel?
Implement hybridized retail/DTC models to leverage existing retail strengths while building direct relationships, as seen with General Mills' Ratio brand.
What does this episode say about brand & content?
Utilize scarcity and collaborations (e.g., Stranger Things x Cinnamon Toast Crunch) for product drops to generate buzz, test new products, and gather first-party data.
What does this episode say about supply chain & operations?
Building a DTC arm within a large, traditional organization requires overcoming significant internal inertia and establishing new operational frameworks.
What does this episode say about dtc strategy?
DTC allows CPGs to experiment with new product lines and engage niche audiences (like the keto market for Ratio) more directly than traditional retail channels.
