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Luckily for me, my time as a big CPG brand manager was “back in the good old days.” Back then, big brands really only worried about other really big brands (and sometimes private label). The small guys weren’t much of a threat because they didn’t have good access to the shelf, to merchandising, or to the types of media that we were able to buy at heavily-discounted volume rates. In those simpler times, the industry was primarily defined by perpetual clashes between titans: Dawn vs. Palmolive, Campbell’s vs. Progresso, and Gillette vs. Schick… Goliath vs. Goliath. Without a small miracle, there was no reliable way for upstarts to enter the arena.

As eCommerce sales continue to grow at a record pace, brands are looking for ways to improve their online presence. But making the shift to eCommerce involves more than just moving your existing items online. The $3 shampoo bottle that is your best in-store seller may not retain its value when you have to package it and ship it across the country.

We are excited to welcome Drake Taylor to the BOLD team as our newest Director for Retail Strategy!

I have good news and bad news for you. Which do you want first? Ok – since you insist, I’ll start with the BAD news… There is a lot that can go wrong with a brand’s eCommerce efforts. While all retail is complicated, most organizations have a much better institutional understanding of how to succeed at physical retail than they do in eCommerce. Because of this, they make big mistakes that open the door wide for more advanced competitors.

We are excited to welcome Karina Brodeth to the BOLD team as our newest Analyst!