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 that is also strategic to the brand, scalable and sustainable long-term. In this session, attendees will:

Session Type

Seminar Track