BONUS EPISODE: Ecom Scaling Show: Merchandising Your Ad Account For DTC Brands (Ep. 4)
Episode Summary
Welcome to the Ecom Scaling Show, brought to you by Free To Grow CFO and Aplo Group! Join hosts Jon Blair (Founder, Free to Grow CFO) and Dylan Byers (Co-founder, Aplo Group) as we dive into the crucial—yet often missing—link between marketing and finance in DTC e-commerce.
In this episode of the Ecom Scaling Show, Jon and Dylan delve into the intricacies of merchandising in e-commerce, focusing on how it connects to cash flow planning. They discuss the importance of understanding product pricing, placement, and the overall strategy behind advertising. The conversation highlights common scenarios brands face regarding merchandising strategies, the impact of discounting on consumer perception, and the financial implications of these strategies. The hosts also explore the significance of repeat purchase velocity and the role of debt financing in managing inventory effectively, emphasizing the need for a balanced approach to cash flow and contribution margin.
Key Takeaways
Discount strategies should be carefully considered to avoid confusing consumers.
Selling at a loss can sometimes improve cash flow by reducing overstock.
Effective merchandising requires a balance between marketing and financial strategies.
Episode Links
Free To Grow CFO: https://freetogrowcfo.com/
Aplo Group: https://www.aplogroup.com/
Jon Blair on Linkedin: / jonathon-albert-blair
Dylan Byers on Linkedin: / dylan-byers-046010149
Transcript
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00:00 Understanding Merchandising in E-commerce
04:48 Common Scenarios for Merchandising Strategies
07:59 Discount Strategies and Consumer Perception
11:31 Effective Promotion Techniques
17:15 Financial Implications of Merchandising Strategies
21:39 Balancing Profit and Cash Flow
29:02 The Role of Debt Financing in Inventory Management
38:37 Price Testing as a Merchandising Tool
