Beyond The Shelf
This show is an open exploration of the people and process behind E-Commerce. Through conversations with innovators in the space, we learn the stories of these leaders and their strategies for E-Commerce success. You can join our mailing list and access more content at itsrapid.ai.
David's past guests have included: Bryan Gildenberg from the CPG Guys, Todd Hassenfelt from Colgate-Palmolive, Anne Zybowski from Circana, Randy Mercer from 1WorldSync, Jared Taitel from PepsiCo, David Novak from Salsify, Harvey Ma from Albertsons Media Collective, Carter Jensen from General Mills, Pam Perino from Ghirardelli Chocolate, and many more.
Beyond The Shelf
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