The host Kiri Masters shares her framework for how brands evolve when selling on Amazon, from initial ignorance to full integration, while drawing parallels to current digital commerce challenges. She discusses insights from Stratably's report "How to Educate Senior Leaders on eCommerce," which offers strategies for overcoming organizational resistance to e-commerce investments. Kiri also provides practical advice for e-commerce leaders looking to advocate for digital transformation within traditional organizations, including using relatable metaphors, creating compelling digital visions, and building partnerships with key stakeholders like finance teams.

Link to Stratably's report, How to Educate Senior Leaders on eCommerce: https://stratably.com/wp-content/uploads/2024/01/Stratably_How-to-Educate-Senior-Leaders-on-eCommerce_2024.pdf

Link to Kiri's blog post on this: https://www.retailmediabreakfastclub.com/dont-just-put-the-intern-on-it-breaking-the-cycle-of-e-commerce-resistance/

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CHAPTERS:

(00:00) About Today's Topic

(01:24) About the Show

(01:45) The Evolution of a Brand Selling on Amazon

(01:50) Stage One: Ignorance

(02:14) Stage Two: Put the Intern on It

(02:36) Stage Three: Panic

(03:08) Stage Four: Engagement and Integration

Don't Just Put the Intern on It: Breaking the Cycle of E-Commerce Resistance

Retail Media Breakfast Club