This episode offers valuable insights for CPG brands navigating the complexities of e-commerce. Amanda Greenberg, Sr. Director, eCommerce at Ferrara Candy, discusses strategies for managing brand lifecycles online, resolving channel conflicts, implementing effective pricing strategies like MAP, and leveraging platforms like Amazon. Learn how to translate impulse buys into the digital realm and prepare for the future of online sales in the candy and snack industries.
Key takeaways
Leverage MAP policies to protect brand equity and retail partner margins, ensuring consistent pricing across all channels.
Develop strategies to create "digital impulse buys" by optimizing online shopping experiences to mimic the spontaneous purchasing behavior seen in brick-and-mortar stores.
Actively manage channel conflict by balancing direct-to-consumer sales, retail partnerships, and marketplace presence to avoid cannibalization.
Understand and adapt to Amazon's algorithms and advertising strategies to effectively leverage it as a sales channel for CPG products.
Strategically manage your brand's lifecycle online, adapting digital strategies from initial launch through sustained growth and potential repositioning.
Implement a comprehensive marketplace strategy for platforms like Amazon to ensure product visibility, compelling content, and competitive pricing.
EP029 - Interview with Amanda Greenberg of Ferrara Candy We have a new facebook page! Amanda Greenberg, Sr. Director, eCommerce of Ferrara Candy Company and former head of E-Commerce at Kind. Topics discussed included: Brand Lifecycle Channel conflict Pricing strategy / Map pricing Amazon Digital Impulse Purchases The future Episode 29 of the Jason & Scot show was recorded on Thursday, May 26th, 2016. http://retailgeek.com/podcast Join your hosts Jason "Retailgeek" Goldberg, SVP Commerce & Content at Razorfish, and Scot Wingo, Founder and Executive Chairman of Channel Advisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing.
What does this episode say about amazon & marketplaces?
Leverage MAP policies to protect brand equity and retail partner margins, ensuring consistent pricing across all channels.
What does this episode say about dtc strategy?
Develop strategies to create "digital impulse buys" by optimizing online shopping experiences to mimic the spontaneous purchasing behavior seen in brick-and-mortar stores.
What does this episode say about retail & omnichannel?
Actively manage channel conflict by balancing direct-to-consumer sales, retail partnerships, and marketplace presence to avoid cannibalization.
What does this episode say about brand & content?
Understand and adapt to Amazon's algorithms and advertising strategies to effectively leverage it as a sales channel for CPG products.
What does this episode say about amazon & marketplaces?
Strategically manage your brand's lifecycle online, adapting digital strategies from initial launch through sustained growth and potential repositioning.
