Ep 122: How Kellogg's Thinks About DTC and E-Retail

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In today's show, we have Joe Harper and Jordan Narducci from the world-famous Kellogg's company. 

Joe started at Kellogg’s in 2015 as a social media manager and since then has been promoted to e-commerce marketing manager for Western Europe in 2019. 

After spending several years launching and scaling several DTC businesses, Jordan is taking his learnings and applying them to CPG. Since 2019, Jordan has lead Kellogg’s global DTC strategy. 

On this cast, we cover lots of ground including:

Why does a company like Kellogg’s invest in DTC?

The different eCommerce channels and how Kellogg’s thinks of them

Intro to E-Retail and why more brands should focus there 

Increasing share of search on E-retail platforms

Utilizing deliveroo, Instacart, etc

Building a relationship with retailers - why should they want to stock your product? 

The difference in retail/DTC in North America and Europe/UK 

Why Kellogg’s thinks of DTC as an innovation channel to test, learn and get better - get your messaging down

Conducting digital research using FB and IG

Why it’s difficult for larger companies to be scrappy and to take on DTC 

Evaluating content and being more resourceful/scrappy 

What Kellogg’s is building with MWELL

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