EPISODE · Jun 27, 2023 · 9 MIN
Small Batch = Big Customer Intimacy | Siete Family Foods "Case Study" | CPG Industry Strategy
from the Joshua Schall Audio Experience · host Joshua Schall
As your CPG brand grows bigger, something naturally happens that has a divergent relationship with customer intimacy. In the CPG industry, scaling your brand usually involves onboarding more intermediaries. The fact is that creating long-term close bonds between customers and CPG brands isn't easy given the nature of the industry. The examples are plentiful within the CPG industry, but the bigger a brand gets, typically the further it wrongfully distances itself from those core customers. And that’s becoming a bigger issue in today’s market where customers expect CPG brands to add value to their lives beyond simply providing a great “made to stock” product. So, CPG brands must focus on building in a company culture that rewards the creation and adoption of unscalable customer-centric strategies. The goal is to prioritize customer intimacy even as your brand goes through the typical legacy growth construct of the CPG industry. This business strategy increases customer loyalty and fosters customer-driven revenue growth…and companies that excel in customer intimacy combine detailed customer knowledge with operational flexibility. While there are tons of different customer intimacy building strategies across departments, many of which have become more scalable by leveraging technological and social platforms…I want to focus on a specific product development one that I’ve dubbed “Creatively Small.” I will also share a Siete Family Foods (Siete Small Batch) case study that will really drive the "creatively small" strategic points home. FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - https://www.linkedin.com/in/joshuaschallmba TWITTER - https://www.twitter.com/joshua_schall INSTAGRAM - https://www.instagram.com/joshua_schall FACEBOOK - https://www.facebook.com/jschallconsulting
What this episode covers
As your CPG brand grows bigger, something naturally happens that has a divergent relationship with customer intimacy. In the CPG industry, scaling your brand usually involves onboarding more intermediaries. The fact is that creating long-term close bonds between customers and CPG brands isn't easy given the nature of the industry. The examples are plentiful within the CPG industry, but the bigger a brand gets, typically the further it wrongfully distances itself from those core customers. And that’s becoming a bigger issue in today’s market where customers expect CPG brands to add value to their lives beyond simply providing a great “made to stock” product. So, CPG brands must focus on building in a company culture that rewards the creation and adoption of unscalable customer-centric strategies. The goal is to prioritize customer intimacy even as your brand goes through the typical legacy growth construct of the CPG industry. This business strategy increases customer loyalty and fosters customer-driven revenue growth…and companies that excel in customer intimacy combine detailed customer knowledge with operational flexibility. While there are tons of different customer intimacy building strategies across departments, many of which have become more scalable by leveraging technological and social platforms…I want to focus on a specific product development one that I’ve dubbed “Creatively Small.” I will also share a Siete Family Foods (Siete Small Batch) case study that will really drive the "creatively small" strategic points home. FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS LINKEDIN - https://www.linkedin.com/in/joshuaschallmba TWITTER - https://www.twitter.com/joshua_schall INSTAGRAM - https://www.instagram.com/joshua_schall FACEBOOK - https://www.facebook.com/jschallconsulting
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Small Batch = Big Customer Intimacy | Siete Family Foods "Case Study" | CPG Industry Strategy
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