Take a guess at what the number 1 pastry in the world is? If you live in North America, you may not have had croissants as your answer….but it is. And 7Days is the leading brand selling selling sweet-filled croissants, cake bars, and bagel chips. With 30 years in operation, 7Days sells over $1 Billion globally. $40 million in the US and Canada, about $2M of that from digital channels. But the growth in the US is fast, up 15x in just a few years. 7Days takes an omnichannel approach — selling in Walmart, Amazon, and grocers across the country. But now they are starting to focus on their direct to consumer channel, and finding ways to acquire customers directly. This is a special episode, as I had three of the Executive Team in on the conversation: CEO Jim Burns, Chief Growth Officer Vishal Gandhi, and Head of eCommerce, Chris Burns. The team shares how they allocate budget for their multi-channel approach. Positioning: how they have used their competitive advantage of longer shelf-life as a marketing, and operational, advantage. How the offline marketing efforts contribute to the digital marketing efforts.
HIGHLIGHTS:
2:10 - 7Days 30 Year History
9:16 - How COVID Impacted 7Days strategy
13:03 - How 7Days Turns a long shelf life into a competitive advantage and differentiator
21:34 - The different approaches to customer data for a direct-to-consumer purchase vs Amazon or Walmart
26:34 - how to track offline advertising efforts to online sales
33:19 - How 7Days predicts the number of repeat purchases they will receive
36:26 - How 7Days creates their marketing strategy & budget
Check out 7Days sweet-filled croissants online at the 7Days Website!