This episode features Kate Voyten of Cadence OTC, an ecommerce business addressing urgent health needs by focusing on accessibility for emergency contraceptives. The discussion centers on strategic partnerships with experts, innovative omnichannel distribution (online and convenience stores), and highly targeted, geofenced advertising to reach customers precisely when and where they need the product.
Key takeaways
Leverage expert partnerships early on to navigate complex industries and accelerate growth, avoiding costly rework.
Rethink the role of your ecommerce website beyond direct sales; consider it a service to guide customers to the fastest or most convenient access point for your product, even if that's a physical store.
Implement geofenced advertising strategies to target consumers in specific neighborhoods where your product is available, maximizing relevance and urgency for time-sensitive purchases.
Prioritize understanding the consumer journey and their urgent needs to inform distribution and marketing strategies, ensuring product availability aligns with how and when customers need to acquire it.
Consider omnichannel distribution models by identifying unconventional yet accessible physical locations (e.g., convenience stores) to complement online sales, especially for products with immediate need.
On this episode of Honest Ecommerce, we have Kate Voyten. Kate is the SVP of Commercial Operations at Cadence OTC. We talk about meeting customers' urgent health needs, navigating advertising in regulated industries, investing upfront to avoid costly rework, and so much more!
Leverage expert partnerships early on to navigate complex industries and accelerate growth, avoiding costly rework.
What does this episode say about retail & omnichannel?
Rethink the role of your ecommerce website beyond direct sales; consider it a service to guide customers to the fastest or most convenient access point for your product, even if that's a physical store.
What does this episode say about paid acquisition?
Implement geofenced advertising strategies to target consumers in specific neighborhoods where your product is available, maximizing relevance and urgency for time-sensitive purchases.
What does this episode say about customer retention?
Prioritize understanding the consumer journey and their urgent needs to inform distribution and marketing strategies, ensuring product availability aligns with how and when customers need to acquire it.
What does this episode say about dtc strategy?
Consider omnichannel distribution models by identifying unconventional yet accessible physical locations (e.g., convenience stores) to complement online sales, especially for products with immediate need.
