In this episode, we meet Christopher Jane, the CEO and Co-founder of Proper Good.
Proper Good is a better-for-you meal brand that provides better quality low cost ready meals from soups to curries.
Chris provides a masterclass in how to create an omnichannel brand experience across DTC & retail and much more.
Topics covered
Better-for-you category
Role of DTC and retail
Packaging design
Customer data & the retail data gap
QR codes to capture audience
Brand positioning in different customer segments
Brand ambassadors and community
Takeaways
Tradition natural channel launch via local presence is time consuming. DTC presence can accelerate that time line
DTC is very hard to scale for food brands, but great for community, subscription, surprise and delight.
DTC you get a ton of customer information to inform retail decisions, where the business really has legs to grow and nothing about the customer.
There is a huge data gap in retail; most brands only really can know how they are performing in store.
90% of the U.S. population live within 10 miles of a Walmart.
The average consumer looks at packaging for only 3 seconds in-store, so brands need to focus on communicating their most important message and make their design pop.
Having an owned community is a huge asset to help you refine product and marketing materials
Email drives tremendous amount of awareness, engagement and repeat purchase.
QR codes combined with exclusive offers to capture email are a powerful way to bridge retail-DTC gap
The more buyer reviews and interviews you collect, the easier it is to identify and target your key audience segments
Community and brand ambassadors is a powerful platform that circumvents paid advertising
Please let us know your thoughts about the episode!
