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Which personal digital devices and services do you use most often?
LANG: My phone and tablet are the obvious ones. My Amazon Alexa-enabled device gets quite a bit of coverage; during the pandemic, it’s been my digital thermometer and digital scale. I am on Amazon daily building a shopping cart for grocery and other goods. Instacart helps me out quite a bit too.
How can brands take better advantage of the opportunities in e-commerce?
LANG: Start with an e-com-first mindset. Focus on speed and availability, then center key stakeholders on these fundamental concepts. Today’s consumer is comparing everything online, so your brands have to be available everywhere. When I say speed, I’m referring to moving rapidly and getting your brands in the hands of consumers. Also, set clear and measurable goals from which you can innovate.
LANG: Our team developed an unprecedented category review model for a customer that yielded an average increase in assortment of more than 55% for the category. The recommendations had four key results. The model created a custom portfolio across more than 35 markets, broadened customer appeal, made the overall category more productive and addressed gaps to market coverage. The customer has since expanded the model’s methodology to other categories.