ALOHA’s VP of Digital Sales and Strategy, Steven Gmelin, details the complete overhaul of their DTC strategy, which led to triple-digit growth. This episode provides a blueprint for CPG brands looking to pivot their brand strategy, optimize their DTC channel, and thrive in the competitive plant-based food market.
Key takeaways
Implement a complete overhaul of your DTC strategy to align with current market trends and consumer preferences, focusing on clear messaging and an optimized customer journey.
Leverage the agility of a smaller team to rapidly iterate on marketing campaigns, product development, and customer experience enhancements.
Differentiate your brand in a crowded market by deeply understanding consumer demand for specific product attributes, such as plant-based ingredients or sustainable choices.
Optimize subscription models and recurring purchase programs to drive growth and enhance customer lifetime value, a critical component for sustained e-commerce success.
On today’s episode we’re talking to Steven Gmelin, VP of Digital Sales and Strategy at ALOHA, creators of healthy plant-based foods, snacks & meal replacements.We chat with Steve about why, after almost two decades, he moved from one of the biggest food and beverage companies in the world to work at ALOHA. Steve also shares how the complete overhaul of their DTC strategy resulted in triple digit growth and the steps they took to achieve that. Lastly we chat about what’s next for ALOHA and the benefits and challenges of working with a smaller team. So let’s get started!
Frequently asked about this episode
What does this episode say about brand strategy?
Implement a complete overhaul of your DTC strategy to align with current market trends and consumer preferences, focusing on clear messaging and an optimized customer journey.
What does this episode say about dtc growth?
Leverage the agility of a smaller team to rapidly iterate on marketing campaigns, product development, and customer experience enhancements.
What does this episode say about e-commerce optimization?
Differentiate your brand in a crowded market by deeply understanding consumer demand for specific product attributes, such as plant-based ingredients or sustainable choices.
What does this episode say about team dynamics?
Optimize subscription models and recurring purchase programs to drive growth and enhance customer lifetime value, a critical component for sustained e-commerce success.
