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How DECKED is Transforming Consumer Expectations with Wanda Rozwadowska
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What does it take to revolutionize truck storage accessories and master both B2B and B2C?
Join hosts John Gough and Kyler Mason as they welcome Wanda Rozwadowska, VP of Partners at DECKED, for a conversation about the ambitious strategies powering DECKED’s growth. In this episode, we explore how Wanda's extensive experience at organizations like Nike and Black Crows informs her approach to navigating the complexities of retail strategy, product independence, and consumer engagement. You’ll also learn how she’s manages cross-functional teams, implements calculated retail rollouts, and crafts seamless omnichannel shopping experiences for DECKED customers.
Hear practical advice on thriving with complex distribution channels and leveraging both B2B and B2C strategies for sustainable growth.
Key Takeaways:
Align Marketing Strategies with Key Consumer Moments: Consumers don’t think in channels. You have to make their experiences transition seamlessly from one channel to another — from OEM to dealer, and back. Consider planning marketing campaigns around significant events and seasonal activities relevant to them, such as product launches or peak periods like overlanding or camping seasons.
Adopt a Deliberate and Calculated Product Roll-Out: Taking a page from Nike’s playbook, slow down your product roll-out to ensure you have a well-defined blueprint and the right partners. Focus on a priority consumer profiles in the initial phase.
Balancing B2B and B2C Strategies: Develop distinct yet complementary strategies for your B2B and B2C segments. Emphasize creating a cohesive brand identity while addressing the unique needs of each audience. Spend more time understanding the dealer environment your customers interact with.
Timestamps:
00:00 Meet Wanda
03:23 DECKED and small to medium-sized fleets
09:27 Selective retail partnerships
17:02 Wanda’s career at DECKED
20:48 Nike's impact on skateboarding over the years
25:25 B2B partners and retail strategy
33:17 Having proud partners
42:00 One leader for sales, marketing, and e-commerce
45:58 Partner expansion to international markets
4 episodes
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