In this episode, we meet Christopher Jane, the CEO and Co-founder of Proper Good. 

Proper Good is a better-for-you meal brand that provides better quality low cost ready meals from soups to curries.

Chris provides a masterclass in how to create an omnichannel brand experience across DTC & retail and much more.

Topics covered

• Better-for-you category
• Role of DTC and retail
• Packaging design
• Customer data & the retail data gap
• QR codes to capture audience
• Brand positioning in different customer segments
• Brand ambassadors and community

Takeaways

• Tradition natural channel launch via local presence is time consuming. DTC presence can accelerate that time line
• DTC is very hard to scale for food brands, but great for community, subscription, surprise and delight. 
• DTC you get a ton of customer information to inform retail decisions, where the business really has legs to grow and nothing about the customer. 
• There is a huge data gap in retail; most brands only really can know how they are performing in store. 
• 90% of the U.S. population live within 10 miles of a Walmart. 
• The average consumer looks at packaging for only 3 seconds in-store, so brands need to focus on communicating their most important message and make their design pop. 
• Having an owned community is a huge asset to help you refine product and marketing materials
• Email drives tremendous amount of awareness, engagement and repeat purchase.
• QR codes combined with exclusive offers to capture email are a powerful way to bridge retail-DTC gap 
• The more buyer reviews and interviews you collect, the easier it is to identify and target your key audience segments
• Community and brand ambassadors is a powerful platform that circumvents paid advertising

Please let us know your thoughts about the episode!

Where to find Christopher Jane:

Linkedin: https://www.linkedin.com/in/chrisofthejane/

​Website: https://eatpropergood.com/

Where to find Kait Stephens:

Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/

Website: www.brij.it 

SUBSCRIBE TO THE OMNICHANNEL MARKETER

www.theomnichannelmarketer.com