Sign up to get updates from us
As part of Pipe17's Omnichannel Commerce Summit, Mike chats with Aura Bora's co-founder & CEO Paul Voge. We discuss: 1. The evolution of Aura Bora's distribution tactics, moving from self-distribution to working with a variety of direct store delivery systems and large distributors. 2. He shared the origin story of Aura Bora, highlighting their desire to create a more enjoyable sparkling water experience with unique flavors and marketing. 3. Voge touched upon the importance of Aura Bora's digital presence and e-commerce strategy, despite the beverage industry being traditionally retail-heavy. 4. He revealed how the COVID-19 pandemic forced a pivot to direct-to-consumer (D2C) sales, leading to organic fulfillment for customers and the use of paid advertising for customer acquisition. 5. Aura Bora introduced exclusive online flavors to maintain customer interest and promote brand loyalty, using these limited-time offers (LTOs) to test market adoption. 6. He emphasized the strategic importance of understanding category managers' preferences and the nuances of the category for pitching products to stores. 7. Voge and the host also delved into the role of Instacart in reshaping how brands reach their audience, blurring the lines between e-commerce and traditional retail. (0:00:00) - Exploring Retail and D2C Strategies (0:09:12) - DTC Strategies and Retailer Receptiveness (0:16:34) - Changing Trends in the Grocery Industry (0:25:09) - Launching and Testing Beverage Industry Skews (0:29:55) - Analyzing Market Adoption and Retail Channels (0:33:37) - Shopper Marketing Trends and Instacart's Impact
