Right People, Right Process, Right Technology - Episode 146

INTERVIEW WITH DON BRETT, GLOBAL CHIEF DIGITAL OFFICER AT NBG HOME

 

DESCRIPTION

Today we are joined by Don Brett, one of the digital thought leaders, who is always sharing his in-depth expertise regarding all things in the eCommerce world. We are talking about the importance of sharing knowledge and insights, how brands are adapting to the eCommerce, undervalued trends, and much more.

Make sure to tune in!

Don Brett is the Global Chief Digital Officer at NBG Home. He has more than 16 years of experience in transformation, new business development, eCommerce, sales, revenue growth management, and post-merger integrations. Prior to joining NBG Home, Don worked at Newell Brands and Kimball International. During his tenures, he has held a variety of senior commercial and integration leadership roles.

“You have to have technology enabling the capability.”
— Don Brett

KEY TAKEAWAYS

  • Don explains why community is important and why we need to educate ourselves and our peers.

  • An eCommerce person driving the whole organization forward might often feel alone, so any help is much needed. 

  • Brick and mortar vs eCommerce - 15% penetration rate which moved to the north of 20% during COVID-19: advanced in one quarter what took a decade to get there. 

  • “Traditional retail vs eCommerce - a cruise ship versus a jetski.”

  • The digital sales team should focus on joint business plans with the customer, forecasting, building activity plans, thinking through from a sales perspective. 

  • The marketing pillar of an organization should be focused on improving the health of the digital shelf.

  • Four pillars of success: 

    1. marketing pillar, 

    2. analytics (insights) pillar, 

    3. supply chain and 

    4. sales. 

  • When it comes to large companies and their organization charts, there has to be clarity around priorities, how people will be measured, how they will be rewarded - there is no universal approach that works for everyone. 

  • Technology - underutilized, undervalued trend in eCommerce: there are too many decisions to be made in order to be successful - Machine Learning, AI, automation needs to do the heavy lifting.

  • It’s very challenging to grow a business at a 50% growth rate - technology can play an important role, especially with very large assortments.

MENTIONED IN THIS EPISODE

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