“If You’re Building for This Moment, You’re Already Late” Feat. Calvin Lammers, Managing Partner at Rare Eye
Future Commerce · with Calvin Lammers · December 23, 2022 · 49 min
Summary
In this episode, Calvin Lammers of Rare Eye discusses the dramatic shift in how CPG brands launch and scale today. He emphasizes that brands can no longer rely on a single channel like DTC or Amazon, but must adopt an omnichannel strategy from day one to meet customers wherever they are. The episode highlights the increasing competitiveness of platforms like Amazon and the growing importance of retail media, urging brands to continuously adapt their strategies to stay ahead and identify opportunities.
Key takeaways
Brands must adopt a full omnichannel launch strategy from day one, rather than focusing on a single channel, to meet consumers across various touchpoints.
Amazon is an imperative part of an early business strategy for CPG brands, even if it adds competitiveness and cost, due to its role in customer discovery and research.
Differentiate your brand early on to succeed on competitive platforms like Amazon, as being just another option won't cut through the noise.
Leverage retail media platforms like Walmart Connect and Instacart to support retailer velocity and activate digital components for retail partners.
Continuously evolve and tweak your playbook as platforms and industry adoption change to stay competitive and capitalize on new opportunities.
Where are people shopping and how is that affecting how people are launching brands today? The guys sit down with Calvin Lammers to hear what he is seeing as an emerging CPG leader to get his take on the opportunity available to brands today.
Brands must adopt a full omnichannel launch strategy from day one, rather than focusing on a single channel, to meet consumers across various touchpoints.
What does this episode say about amazon & marketplaces?
Amazon is an imperative part of an early business strategy for CPG brands, even if it adds competitiveness and cost, due to its role in customer discovery and research.
What does this episode say about retail & omnichannel?
Differentiate your brand early on to succeed on competitive platforms like Amazon, as being just another option won't cut through the noise.
What does this episode say about brand & content?
Leverage retail media platforms like Walmart Connect and Instacart to support retailer velocity and activate digital components for retail partners.
What does this episode say about dtc strategy?
Continuously evolve and tweak your playbook as platforms and industry adoption change to stay competitive and capitalize on new opportunities.
