Defining Your eCommerce Playbook with Royal Canin’s Elise Barry

Dave’s guest this week is Elise Barry, Digital Communications Manager at Royal Canin, one of the world’s largest manufacturers and suppliers of dog and cat food.  An eCommerce and Digital Marketing specialist with more than 10 years of experience in diverse marketspaces, Barry understands the importance of defining and maintaining a strong digital presence that is specific to your company’s goals. 

She explains how the pet food industry has seen a post-pandemic shift from brick-and-mortar to eCommerce (2:34). She goes on to explain the importance of deciphering and prioritizing data (8:18), paying attention to keywords (13:22) and creating a company playbook that helps freelancers and AI models alike understand content goals (21:55). Finally, we cap this episode with a hilarious and entertaining “Pup Quiz” (26:28), where Dave tests Elise's knowledge on trends in the pet and pet food industry. 

From shifts in eCommerce to PDPs and even dog food influencers, no topic is left off the table. 

PUP QUIZ ANSWERS: 

Question #1: French Bulldog
Question #2: Between $434-684 per year

Question #3: Luna

Question #4: Cooper
Question #5: No more than 10%!

Connect with Elise: https://www.linkedin.com/in/elisebarry-ecomm/

Get the ItsRapid Creative Automation Playbook: https://itsrapid.ai/creative-workflow-automation-playbook/

Theme music: "Happy" by Mixaud - https://mixaund.bandcamp.com

Producers: Sean Leviashvili, Jake Musiker