ecommerce & digital commerce

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Mark Little

About the author: Mark Little was previously Global eCommerce and Direct To Consumer Director at Unilever.

Entropy has some of the best talent in Omnichannel and Direct to Consumer marketing that will work with you to accelerate growth for your brand.

Digital commerce and Direct To Consumer training and consultancy

Developing Your eCommerce and Direct To Consumer (DTC) strategy

 

In order to meet the demands of today’s consumer, and particularly in a world readjusting to Covid, more established brands are having to quickly embrace digital commerce models. At Entropy we work with both these types of organisations but also start up and scale up Direct To Consumer (DTC) businesses.

 

We bring strategic thinking across the key disciplines that help unlock the inherent value in your business in order to beat the competition. We’re firm believers that brands that get it right today will be tomorrow’s winners, and those that don’t won’t be around for much longer.

 

Profit, not Loss

 

While DTC is much hyped, the challenge of building a profitable business model is often overlooked.

 

It is a skillset within the broader field of digital commerce, for which organisations may not have the right resources. All too often we have seen companies over invest in DTC only to fall flat on their face.

 

That’s why at Entropy we strongly encourage working in a LEAN manner that fosters an iterative approach to success, with a keen eye on ROI.

 

For more established organisations if you don’t have a team with an entrepreneurial mindset, which is willing to ‘fail fast, learn fast’, then working in this manner is likely going to be a challenge. However, remember that your competition, who increasingly are digital first start-ups, see this as their competitive advantage.

 

Supply chain is also key. Is your product suitable for posting? Will it fit through a letter box? If the product is chilled, how will you manage the cold chain without significantly increasing costs?

 

Finally, does your profit and loss work? What margins are you delivering with a DTC solution? Do you understand what your Customer Acquisition Costs are and the Life Time Value (LTV)?

 

Entropy can help you with the necessary upfront thinking that will maximise your chances of success so that you can avoid falling into your own trough of disillusionment.

 

Digital Commerce training 

 

We provide practical and interactive digital commerce training customised for both the audience and your organisation. Typically the audiences for our training are either:

 

  • Sales teams
  • Marketing teams
  • Selected team members from across the business

 

We recently gave eCommerce training to a B2B business Hagen which is the market leader in several petcare categories in the UK. This led to us developing their Direct To Consumer strategy and running their digital marketing to help them drive rapid growth for the business. We are on course to deliver over 10% of their profit this year.

 

Here are some recent testimonials from the business:

 

“Excellent contribution all day by the trainers made the course, fun, interactive and engaging”.

Adrian Burgess, Managing Director, Hagen UK.

 

“Entropy bring a depth of expertise and experience to the conversation that immediately adds insight and credibility. They are a brilliant resource capable of transforming your thinking and enriching the way you approach any knowledge based project.”.

Phil Parkinson, Finance Director, Hagen Group

 

Read more about our training programme here.

 

Direct to Consumer (DTC) marketing 

 

Larger companies are waking up to the opportunity of Direct To Consumer marketing. Read more here about our thoughts and approach to it.

 


View our on demand virtual event Digital Commerce For The New Decade featuring a mix of clients and thought leaders including the FT, GSK, HSBC, Unbound and many more. Access the event here.

Contact us to find out more. However, before you do so hear from some more of our clients. We can provide more references on request.

  • "The Entropy team are a pleasure to work with, their experience and insight is always valuable and they have a great passion for the work they do." Fiona Spooner, Global Marketing Director, Financial Times

  • "GDPR is a tough subject to understand but Entropy’s full day workshop was informative and made clear what was expected of us in order to be compliant. The scenarios really helped us to apply GDPR to our own situation and business. I would recommend Entropy to any company that’s looking to gain not only a broader understanding of GDPR, but its implications for their business.” Holly Hall, Managing Director, BIMA (British Interactive Media Association)

  • “Alex Tait has been very involved with ISBA on a variety of issues at the forefront of our agenda over the years, most recently as an advisor and previously as chair our Digital Action Group and valued member of our Executive Committee.” Phil Smith, Director General, ISBA – The Voice of British Advertisers

  • “Entropy have provided very effective and hands-on support. You have been a fantastic addition to the team in the past few months and brought invaluable media expertise. It has been a pleasure working with you. A big thanks from all of us.” Emmanuelle Grimbert, Marketing Director, Danone

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