Managing eCommerce ecosystems.

How do you manage a well-connected eCommerce ecosystem? For this episode of the Coen and Ecommerce podcast, Coen talks to Jean-Paul Rieu, eCommerce manager at Nestlé. Here, Jean-Paul is responsible for the various channels of its pet care division, Purina. They talk about how to create a frictionless customer journey and the latest trends in eCommerce. What are his thoughts on direct-to-consumer propositions versus marketplaces?

This episode is now available on SoundCloud and Spotify.

In this episode, Coen and Jean-Paul talk about operating within an ecosystem, and how to make sure it is seamless. Jean-Paul points out the different channels that are involved when navigating through an intricate ecosystem such as Purina’s.

Coen and Jean-Paul discuss eCommerce trends, and one in particular: direct-to-consumer. Jean-Paul talks about taking the leap to D2C, and the decision-making process behind it. How do you know a D2C proposition is suitable for your brand? He points out two questions every brand must ask themselves to determine whether it’s a good fit. 

Coen also asks Jean-Paul about his goals at Nestlé, his thoughts on guided selling, and their approach to taking control of the customer journey. Jean-Paul explains the ‘three pillars of conversion', however they also discuss the importance of content. Should we stop focusing so much on conversion? How important is good content?

Listen to the Coen and Ecommerce podcast now these and many more eCommerce insights.