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Like GDPR. We were looking at direct-to-consumer to How he got test products and to collect first-party data. But during the pandemic, we actually stopped because it wasn’t the path forward and we wanted to make sure our retailer’s shelves were stocked with our products. So, we thought, let’s stop experimentingLet’s work on getting the products on the retailers’ shelves. Q: Once you saw the success of waiving shipping fees, how
Media partnerships evolve from there? A: We were approaching the retailers and saying we wanted to work with them on ecommerce. A lot of times pre-Covid it was just this little thing, not business lead a big deal. We were saying, “Let us talk to your retail media arm, let us talk to your ecommerce teams so we can bring them together.” The way to win in this space over time is to make sure we have a strong ecommerce and product
Assortment and we had the data to support why retailers should have this assortment. Q: What insights did you gain from ? A: With Covid we saw a huge spike ATB Directory in digital purchases because people didn’t want to go into stores. I could now see what’s in the basket when people are buying our products — is it Quilted Northern or Angel Soft? When shoppers are in the store, they want products that can fit in their shopping
