Episode Summary
In Episode 15 of the 7 Figures and Beyond ecommerce podcast, Greg delves into the complexities of managing sales across various channels with guest Jason Richardson of Genesis, focusing on the challenge of sales channel conflict. They discuss the intricate nature of customer journeys and how selling on multiple platforms like Amazon, Shopify, and social media can complicate attribution and marketing strategies. Jason shares his journey from launching a baby product company to advising brands on maximizing their online presence. He highlights the importance of understanding platform-specific consumer behavior, the impact of pricing strategies on different sales channels, and leveraging artificial intelligence (AI) to navigate the evolving e-commerce landscape. The conversation provides insights into achieving balance and profitability when selling across diverse channels, emphasizing strategic pricing, exclusive product offerings, and the potential of AI to reshape marketing efforts.
You can read the full transcript here.
Key Takeaways
- Channel-Specific Consumer Behavior: Brands must tailor their strategies to account for differences in consumer behavior across platforms like Amazon, Shopify, and social media, adjusting for factors like conversion rates and purchase intent.
- Navigating Sales Channel Conflict: To prevent channel conflict, brands should strive for pricing parity across platforms and consider exclusive product offerings for specific retailers or channels.
- Strategic Pricing: Understanding and managing the varied costs and margins associated with each sales channel is crucial for maintaining profitability. Pricing strategies should be flexible and adapted to each channel’s unique environment.
- Leveraging AI: Brands should explore how AI can be used as a tool to enhance marketing strategies, content creation, and customer engagement, staying ahead of technological advancements and their implications for e-commerce.
- Adapting to Change: The e-commerce landscape is rapidly evolving, and brands must be willing to retool and adapt their strategies, including how they engage with emerging technologies like AI, to stay relevant and competitive.
Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Jason Richardson LinkedIn: https://www.linkedin.com/in/imjrich/
Genesis: https://gensm.com/
Greg is a digital marketing strategist, ecommerce owner, e-commerce marketing agency owner, and recognized leader in the D2C industry.
With 18 years of experience working with small, medium, and large organizations, Greg knows how to build and execute marketing strategies that drive growth.
