Tuesday, March 13, 2018, 10:00 AM - 10:45 AM
Chris Perry - Kellogg Company
As commercial offense and defense in today’s marketplace, many CPG brands are asking, “should we launch our own direct-to-consumer (D2C) e-commerce model?” And like all great marketing questions, the answer is “it depends.” Just a “me too” D2C value proposition (i.e. selling your products on your own site) won’t be successful against Amazon and other top e-commerce retailers without significant investment and channel/customer conflict. To successfully launch D2C, CPG brands must first identify a differentiated and superior value proposition to competition that is also strategic to the brand, scalable and sustainable long-term. In this session, attendees will:
Discover the five factors of the eRetail Value Equation and case examples of CPGs and other companies winning each factor.
Understand how to strategically filter D2C value proposition ideas and concepts to choose the right one(s) for activation.
Learn key considerations and steps to determining if D2C is the right focus for your brand today and how to get started.