Antoine Borde, VP of Global eCommerce at Danone, joins hosts Rachel Tipograph and Sarah Hofstetter to discuss adding value to a product with the consumer’s needs top of mind. Antoine starts by speaking about how Danone has been challenged and inspired by its competitors. He also explains how smaller and newer brands have an “always on” mindset when connecting with customers.
Recalling his vast experience as an entrepreneur before Danone, Antoine explains how Danone has adopted his mindset of focusing more on the experience they provide to their consumer. He talks about how qualitative and quantitative data can be used to build a brand experience that adds value to a consumer, which is how Danone is able to prioritize effectively with a diverse product portfolio. He discusses how KPIs have shifted lately, leaving more basic performance indicators and moving more towards measuring media value and understanding how a brand is perceived qualitatively.
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