Episode 36 - 'Be Your Own Consumer', with REBBL Ecommerce Manager Leon Lewis

WHERE DO WE GO FROM HERE?

 

DESCRIPTION

Leon Lewis is on the show today! He is the Ecommerce Manager of REBBL, a beverage company which is part of a very interesting but challenging category. Leon comes on the show with so much knowledge to share, as he started tapping into Ecommerce very early in his life. And today we are approaching the evolution of Amazon’s role in the Ecommerce space, the importance of building real value for an ever-evolving consumer and the next steps after experiencing so much digital growth.

REBBL is a cause and mission-driven brand initially started by a non-profit called Not for Sale. REBBL has identified the issue of unhealthy labor practices and works directly with their growers to help the community. Merging that with a clean, functional and delicious product, REBBL is a brand that found its essence. But even considering that, Amazon can represent a challenge for a perishable product.

Tune in to hear Leon’s story about how REBBL is tackling the challenges of today’s dynamic Ecommerce scene.

Prior to joining REBBL, Leon was a Senior Ecommerce & Digital Marketing Manager at Health Warrior and a Brand Director for the world's top-selling ukulele brand, Lanikai Ukulele. Leon started his first digitally native brand as a child when he was only 12 years old, and since then he watched the impressive evolution of the space. Being in the industry for such a long time allowed Leon to gather vast knowledge and insights that will definitely be valuable to you.

Who is your consumer, what do they want to know, how do you qualify them and then what is the story that you’re going to tell them that is going to be exciting, visually stimulating and make them feel like this is something that is meaningful?
— Leon Lewis

KEY TAKEAWAYS

  • Leon’s extensive background and vast experience in Ecommerce & Digital Marketing.

  • Leon used to run a record company for over a decade.

  • How the ecommerce space evolved over the years.

  • The role of Amazon when Leon worked with Lanikai Ukulele.

  • How Amazon transformed over the years

  • Leon shares information about REBBL

  • Amazon poses a challenge for perishable goods

  • Leon gives some examples of brands that succeeded with perishable goods on Amazon

  • Amazon Pantry, Amazon Fresh, Amazon Prime Now

  • The challenges of REBBL on Amazon Fresh

  • Amazon is such a dynamic platform and it can be difficult to catch up with all the changes

  • Amazon stopping POs for vendors and Leon’s opinion

  • The trap of leaning on Amazon too much even though Amazon is essential

  • Why brands are still essential and why REBBL is such a good example

  • The importance of being honest with yourself and your consumers

  • There is not a single solution for every brand. The way brands create a relationship with the customers should depend on the essence of the brand.

  • The different angles of approaching Amazon today

  • Perspectives on Feedvisor’s research about consumers preference for Amazon

  • What consumers expect from Amazon today and why that’s challenge for smaller brands

  • Is REBBL prioritizing the channel or the brand?

  • The importance of maintaining the consumer perspective across all experiences

  • The importance of building real value for consumers

  • It’s important not to rely on a single platform because even Amazon could be disrupted

  • Where do we go from here since we already experienced so much digital growth?

MENTIONED IN THIS EPISODE