In this episode of The Ecommerce Braintrust, host Kiri Masters talks with Chris Perry, co-founder of firstmovr. They delve into the concept of "smarter growth" and how it can help brands and retailers achieve incremental growth in the e-commerce space. From driving households, baskets, and trips to leveraging category management principles, they cover a range of strategies and tactics. 

Chris Perry is the Chief Learning Officer at firstmovr, a Satellite Center of Excellence (COE) for CPG Omni Education & Change Management on a mission to help empower first movers — both people and organizations — to win in a disruptive marketplace.

Make sure you tune in to find out more!

In today’s episode, Kiri and Chris discuss:

- Introduction to firstmovr as a center for omni education and change management in e-commerce.

- The "smarter growth framework" as a means to organize and drive incremental growth.

- Drawing principles from brick and mortar to leverage them for e-commerce success.

- Moving beyond tactics to focus on the "why" of growth and driving incrementality.

- The importance of understanding household penetration, buy rate, and the four quadrants of growth.

- Applying the SMART (specific, measurable, achievable, relevant, time-bound) framework for more strategic and measurable growth goals.

- Emphasizing the need for intentional content optimization and leveraging levers at scale.

- Examples of best practices in basket building, including stocking up, trade up, and bundles.

- Strategies employed by Procter & Gamble (PNG) and L'Oreal in driving growth through advertising and product differentiation.

- Harnessing shopper purchase data for targeted personalization in advertising.

- Practical ways for brands to deploy investments and gain more control over their growth strategies.

- The upcoming "smarter events" by Firstmover, offering education and support for implementing smarter growth strategies.