April 5, 2023 @ 2pm EST
Random Factory Brands (RFBs) are not the familiar brands on your NPD or Dunnhumby report. They are random, factory-direct brands that aren't sold anywhere else. And they're coming for you.
Although many national brands write them off, consumers love them.
This creates an uncomfortable question for many brands: do our consumers care as much about our brand’s equity as we think?
Join Russ Dieringer and guest presenters Kiri Masters and Julie Spear to dive deep into a sampling of categories where RFBs are proliferating and the implications for legacy brands.
You’ll also get these practical tools for your toolkit:
- Educating your team & executives on this phenomenon and why you need to change your definition of competition
- Metrics to track periodically, so you're not blindsided
- “Judo moves” to extract insights from RFBs and use their weaknesses against them
This session is designed for intermediate to advanced eCommerce practioners that have a specific focus on Amazon in addition to their executive colleagues that want to understand how Amazon operates differently.
Presenters: Kiri Masters, Head of Retail Strategy at Acadia and Julie Spear, Head of Retail Services at Acadia
All Signal, No Noise Format
- 20 minutes of prepared remarks
- 20 minutes of Q&A
Learn more about Acadia
Acadia is a trusted growth partner to mid-market disruptor brands, delivering results via technology, digital media, retail marketplace & analytics expertise to help our client partners out-flank their competition.