How do you build an eCommerce solution for a global company, especially when the needs and eCommerce maturity level for each country are different? In this episode of BRAVE COMMERCE, hosts Rachel Tipograph (Founder & CEO of MikMak) and Sarah Hoffstetter (President of Profitero) chat with Danone’s Global Head of eBusiness Performance, Camille Lavenant. Together, they discuss how to enter new markets with agility and flexibility, active listening, and staying curious instead of comfortable to expand expertise.
Agility and flexibility when one size doesn’t fit all
Whereas the US has a large market for eCommerce, regions like Europe grapple with the complexities of smaller markets and varying eCommerce maturity. With a company like Danone that has more than 60 categories in multiple countries, adapting to each marketplace is critical. “If we want to succeed, we need to be agile in the timing, with the stakeholders, and with expertise.” Brands must be flexible enough to understand the differing shopper expectations and behaviors in each market and to meet each shopper’s needs, no matter where they are. In an industry that sells perishables, it's even more crucial to do so quickly given the time constraint.
However, Camille also emphasizes the importance of coming into new markets with strong company vision and established goals. “It's a mix between making sure that we are clear on the guidelines and where we want to bring Danone in the future. With clear guidelines, but also making sure that we adapt to every single country, because one size doesn't fit all.”
Active listening to stay at the forefront of industry knowledge
In addition to agility, Camille also cites “active listening” as one of the key drivers to global eCommerce success. Active listening is imperative to understanding where everyone is in their own eCommerce journey. This means understanding the impact of what you are selling and meeting consumers and stakeholders where they are. Only then can you speak the same language as your stakeholders, and are translating your value and expertise in a way they understand. As Camille shares, “Listen to understand, where are we in Danone? Where are you, yourself? What do I need to bring you?”
Because the eCommerce world moves so fast, brands also should be actively listening to what’s happening in the industry. What’s news one day is common knowledge the next day. Camille finds it important to “read everyday on what’s happening in the grocery world” in order to visualize the entire landscape and understand both the retailer and brand perspective. Beyond keeping up with news, Camille recommends attending webinars, of which there are now a plethora. “We are really richer in terms of information,” she comments.
Stay curious and be willing to try new things
When it comes to areas of expertise, Camille is always looking to add a new one. She isn’t afraid to get out of her comfort zone to better understand different perspectives to the fast-moving consumer goods (FMCG) industry. From moving to different countries, different roles, from offline to online, local to global, she is always curious to know more about what’s happening and how it was working. As she says, “Open your eyes, learn everything that you have to learn because a lot is happening. And even more this year.”
Ready to become BRAVE together? Subscribe today!
