Streamline and Simplify - feat. Keith Anderson, SVP of Strategy & Insights at Profitero
Future Commerce · with Keith Anderson · July 17, 2020 · 52 min
Summary
This episode emphasizes how brands, especially CPGs, can leverage D2C channels not just for sales but for critical first-party data and enhanced customer experience. It highlights the accelerated shift to e-commerce and the strategic importance of balancing marketplace presence with direct consumer engagement to de-risk supply chains and gain valuable insights into consumer behavior.
Key takeaways
D2C channels offer a crucial backstop against supply chain disruptions and marketplace limitations, as seen during the pandemic with brands like Pepsi and Heinz launching D2C sites.
First-party data collected through D2C is invaluable for understanding customer behavior, enabling direct communication, and refining product strategies in a post-cookie landscape.
Brands should use D2C to gain control over product presentation, pricing, and the overall customer experience, offering customization and personalization that mass retailers often cannot.
Don't view D2C as a replacement for traditional retail; instead, integrate it as a complementary strategy to deepen customer connections and gather insights that inform broader omnichannel efforts.
Invest in internal expertise or partner with analytics platforms to effectively interpret and act on the influx of e-commerce data, transforming raw information into actionable strategies.
Keith Anderson, SVP of Strategy & Insights at Profitero, joins the show to discuss Profitero's role in the CPG and DTC world and brands' move towards building a stronger eCommerce presence.
D2C channels offer a crucial backstop against supply chain disruptions and marketplace limitations, as seen during the pandemic with brands like Pepsi and Heinz launching D2C sites.
What does this episode say about retail & omnichannel?
First-party data collected through D2C is invaluable for understanding customer behavior, enabling direct communication, and refining product strategies in a post-cookie landscape.
What does this episode say about analytics & attribution?
Brands should use D2C to gain control over product presentation, pricing, and the overall customer experience, offering customization and personalization that mass retailers often cannot.
What does this episode say about brand & content?
Don't view D2C as a replacement for traditional retail; instead, integrate it as a complementary strategy to deepen customer connections and gather insights that inform broader omnichannel efforts.
What does this episode say about dtc strategy?
Invest in internal expertise or partner with analytics platforms to effectively interpret and act on the influx of e-commerce data, transforming raw information into actionable strategies.
