Over 50 members participated in a Zoom presentation organized by the CHPTA and COPA on March 31st on the topic of eCommerce.
Darcy Meier, Senior Director, Costco Team Leader at Newell Brands, was back (she spoke at the “Making Waves” virtual conference a couple of years ago) to pass on her expertise to members in regards to how vendors can best structure for and conduct their eCommerce efforts to maximize sales results and profitability. Darcy has many years of retail, omni-channel, and eCommerce experience in the US and Canada both on the vendor and retail side including at Amazon.
Darcy first outlined the components of setting-up an eCommerce team and organizational structure in order to be effective in selling online. This included her views of what personal attributes and skill sets companies should be looking for in recruiting eCommerce talent.
Darcy then presented some information on the fast-past growth of eCommerce sales in Canada and expected growth rates over the next few years. Obviously, 2021 was an explosive year for online sales for most within the hardware and housewares industry with unit sales expected to grow less this year but dollar sales remaining strong.
Darcy followed with recommendations on how to optimize product selection (the endless aisle approach is over), review packaging and shipment methods as well as cost accounting methods to maximize profitability for eCommerce business.
The need to maintain a digital presence with consistent branding and advertising support was also discussed before a review of common misconceptions about eCommerce business such as eCommerce can’t be profitable or that Amazon is a price leader.
We would like to thank Darcy once again for her excellent and engaging presentation and passing on her wealth of knowledge to our members, as one CHPTA member remarked afterwards:
“I just wanted to send a quick note to say thanks for registering our associates. But more importantly – that was a fantastic session! Very insightful! Ms. Meier did such a great job of providing key insights and keeping it engaging, and drawing on her wealth of experience. I was really impressed, as was my team, and we really found a ton of value in the session. Please pass along my thanks and congrats to Ms. Meier, great job. It was time really well spent and I appreciate the work [the CHPTA] did putting it together!”