Do you drink kombucha? Do you even know what kombucha is? Don’t worry if the answer is no, you have plenty of company. In fact, various sources have put the awareness of kombucha at less than 50% for certain age demographics. Nevertheless, kombucha is big business (we’re talking a multi-billion-dollar market), and Health-Ade is right in the thick of the hunt for a slice of the pie. Health-Ade was created in a one-bedroom apartment when the founders were looking to create a product to regrow hair with the fermented tea's living culture. The kombucha liquid was just a byproduct, but after getting an offer to sell the kombucha at a local farmers market, they jumped at the chance. Health-Ade now generates more than $100,000,000 in retail sales, and is sold in 30,000 stores. But just like any brand in an emerging market, the company is looking for ways to grow even bigger.

Enter Calvin Lammers, the VP of eCommerce for Health-Ade. Calvin joined Health-Ade after cutting his teeth at some of the biggest healthy CPG brands on the market, Kind, Bai, and Spindrift, where he launched a number of new products and elevated their ecommerce operations to new heights. But when he entered the world of kombucha, he had his work cut out for him. 

On this episode of Up Next in Commerce, Calvin talks through how he not only had to develop and execute content to help educate a consumer base, but also about how he had to build an entire ecommerce department from scratch. He gives advice to other brands who are facing similar struggles, including what to focus on when building an ecommerce team and what metrics to hone in on in the early days. Plus he discusses why it’s important to have a holistic view of the customer journey. 

Main Takeaways:

• An Eye Toward The Future: If you are building an ecommerce team from scratch or scaling up your ecomm operations, long-term planning is important. Think two or three years down the line at where you want to be and build toward that, but make sure you are not overextending or, overspending or over hiring because more is not always better. In fact, having too many resources might be crippling down the line as your organization gets into crunch time as you try to reach the next level of scale.
• Go Wide, Stay Shallow: Successfully launching a new product or product line is dependent on how many people you can get in front of. Regardless of if your product is niche, the goal should be to get your message to as many people as possible, and to have that message be simple and memorable. You don’t want to overload new customers or audiences with too much information, it’s more important to raise awareness. 
• Small Tweak, Huge Impact: It’s not big or sexy, but focusing on small things like site load times and the checkout experience actually have the most impact in terms of ROI, so those are the things any ecommerce leaders should focus on when deploying their early resources.

For an in-depth look at this episode, check out the full transcript below. Quotes have been edited for clarity and length.

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Transcript:

Stephanie:

Hey everyone, I'm Stephanie Postals, and you're listening to Up Next In Commerce. Today on the show, we have Calvin Lammers, the VP of eCommerce at Health-Ade. Calvin, welcome.

Calvin:

Thank you. Thanks for having me.

Stephanie:

Yeah, I'm really excited to have you on. I was looking through your background, and you've worked at some of the hottest, healthy CPG brands. I was looking at Kind, and Bai, and Spindrift most recently. And so, I feel like you have a lot of good knowledge, and you're a veteran in the eCommerce world.

Calvin:

Thank you. Yeah, knock on wood. Yeah, thankfully I've been able to be a part of some really great brands. I mean, it's been fascinating from a personal level. It's also been helpful from a selfish consumer level as I've been able to enjoy some really good product as well, while working for these companies. So, I think it's definitely shifted my taste buds, I think for the better.

Stephanie:

Yes. That's great. Yeah, I just started recently enjoying Spindrifts, and my two and a half year old wants one everyday now. It's probably a bad habit that I've formed. This is so perfect California kid wanting his sparkling beverage everyday.

Calvin:

That's amazing. No, I definitely got my niece and nephews hooked on Spindrift. And so, it's always funny whenever my family send me photos of the kids taking a big sip of Spindrift. So yeah, love it.

Stephanie:

Yep, you understand then. So, with all this great background that you have, how did you land on this eCommerce path? How did you first get involved, and know this is what you wanted to do?

Calvin:

Yeah. So yeah, I mean, it's definitely been a journey. Even just 2020 as a whole but even just getting to this point, it's interesting because I always like to say that there's no one linear path to eCommerce. I feel like everybody I've talked to that's been in this space for a while, or even new to this space, they've had a different journey than mine. So different. So, going way back when, I graduated from college and was in the mid-west in Minneapolis, and worked at Target Headquarters. Obviously, knew Target, new and loved it. So, thought that would be a great opportunity. So, worked in the snacks department there for a while. Realized, not quite for me, too corporate, very big company, and wanted to... And also was in the mid-west for a while, [inaudible] Change of pace. So, was looking to get out to New York, and looking for a retail related jobs.

Calvin:

And happened upon this start up, or newer company called Quidsi, which Amazon had just acquired right as I joined, and they had multiple eCommerce sites, they had diapers.com, soap.com, and a few others but obviously, I was familiar with Amazon at the time, still pretty early in the journey but was familiar generally with it but had never worked at an eCommerce company. And yeah, thankfully landed the job at this Amazon subsidiary, and really cut my teeth in the eCommerce space, building eCommerce sites, overseeing assortments, [inaudible] overall UX layouts. Really just ran the [inaudible] And I think it was exciting because there was just a lot of, what's now proven to be, it was a really good incubation for a lot of great eCommerce minds.

Calvin:

So, is Mark Laurie who is now the CEO of walmart.com. That was his former company, before he actually started Jet. There are a number of leaders there that they were at Jet, they started their own eCommerce companies, eCommerce D2C brands. And so, yeah, it just was really great learning around and realized I loved the entrepreneurial space, the vibe, and just loved that world. And so, obviously was working on the eCom retailer side, and decided to make the switch over to the brand, and basically be that voice and leader to build out eCommerce on the brand side, and have been doing that basically ever since. And so, as you mentioned earlier, I've been able to work either at a number of great brands, doing that same thing, in building a eCommerce focus and in channel strategies for the respective brands.

Stephanie:

That's very cool. So, at Quidsi, you were mentioning that there was a lot of great leaders there that you got to learn from. What is some of the advice that you remember, or that still stays top of mind from some of the people that you learned from there? Because like you were mentioning, that was a good name there, jet.com, that's great. I'm sure there's a lot of good things that you refer back to every now and then.

Calvin:

Absolutely. So, I think the biggest piece of advice, and I still... This is how I think I view eCommerce, and what I've carried with me, is really viewing even if it's a category, or viewing... Even if it's a certain sub-category on the site, viewing that, and as well as eCommerce, there's a whole in taking ownership, and business ownership, and really just viewing it as a business leader. So, through in through. So, while you might... Maybe you're focused on acquisition, but really having a full view of how it's going to impact the overall business where that's just going to help you work cross-functionally if you're on a team or a business leader, that's going to really carry through to being more strategic with all of your decisions, all of your investments, all of your prioritizations. Just really keeping that lens on whatever you're owning at that point in time, I think is crucial, and that's just how I've carried through to at my various stops in my career.

Calvin:

And even now, we're overseeing an entire eCommerce department, it really is a true business unit within the overall company since you have your separate operations, [inaudible] eCommerce divisions that companies have their own finance department, their digital marketing component. So, really having that