Some brands are lucky enough to have a built-in audience of millions, while others need to develop an audience from scratch. Chris Mainenti has been on both sides of the coin and he knows that in either situation, once you have a base of potential customers paying attention to you, the next challenge is converting those browsers to buyers. 

Chris is the Director of Commerce Strategy at Discovery, Inc. where he is helping turn the millions of viewers who tune into Discovery’s channels such as HGTV, TLC, Food Network and more, into customers who buy across various platforms. On this episode of Up Next in Commerce, Chris explains how he put his history of building audiences at previous companies to work at Discovery — including some tips for young companies on how to utilize newsletters. And he discusses how to use the data you collect as a starting point for creating a more personalized, one-to-one relationship with your audience on various platforms. Plus, he looks into the future to predict how shoppable experiences will be made possible with universal add-to-cart and buy-now options. 

Main Takeaways:

• Developing Your Audience: Audience development goes beyond marketing. When you are building your audience, you have to know who you are as a brand and understand the audience you have and want to bring in, and what they want and need. In the early days of a brand, certain audience development strategies work better than others, including tapping into the power of newsletters.
• Lights, Camera, Take Action: Every company is collecting immeasurable amounts of data, which then needs to be sorted, analyzed and acted on. But the actions you take should be nuanced and applicable to the specific needs of specific audiences. For example, it would be wrong to lump together all of the women in your audience because a woman who is exploring your dot-com presence is likely looking for something different than a woman that is scanning a QR code on their TV. Those segments of women shop differently, and therefore should be approached in unique ways after the data tells you what they each want.
• Dreams of a Universal Cart Experience: Many believe the future of ecommerce revolves around the development of a universal cart experience. Every business wants to create shoppable moments and engage with customers across many different platforms. But getting to this nirvana means you also have to remove all the friction points.

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:

Welcome back to Up Next In Commerce. This is your host, Stephanie Postles co-founder of mission.org. Our guest today is Chris Mainenti, the director of commerce strategy at Discovery Inc. Chris, welcome to the show.

Chris:

Thank you, Stephanie. I appreciate you having me on and talking all things commerce here in the current climate that we're in.

Stephanie:

Yeah. I am very excited to have you guys on. I was just thinking about how long Discovery channel, and all the other channels, HGTV, and Food Network and Travel Channel have been in my life and with that, I want to hear a little bit about your role at Discovery. I mean, it seems like there's so much going on, so many digital portfolios that you guys have over there, and I think just a lot behind the scenes that an average consumer wouldn't even know. So, I'd love to hear what you're up to at Discovery. What is your day-to-day look like?

Chris:

Sure. So, I would say, first and foremost, for commerce specifically in the digital media space, we're probably slightly different than a lot of others. We're really multifaceted in terms of how we work, and who we work with across the org. Obviously, like you said, Discovery is huge, has a ton of major, major worldwide brands. So, we actually sit on the portfolio wide level with our lifestyle brands, and we're really in the weeds with them on the day-to-day basis. And, that really starts with, obviously, our editorial teams. That's our bread and butter, that's our voice and our authority in this space. So again, that's really where we begin, and that's obviously where we're doing our content output, and producing all of this great shopping content for our different audiences, and again pulling our experts from all of these different brands to come together.

Chris:

So again, folks are really getting the full spectrum of expertise in all of these different categories. And from there, it just really starts branching out into other groups. So, we work heavily with our ad sales and branded content teams, where we work on much larger partnerships and deeper integrations which we can talk about today as well. We have a licensing team, where we work on licensed products, and we take our learnings that we're seeing on our shopping content on a day-to-day basis, and analyze that, and then speak with licensing to see where there may be some room to actually create a new line with one of our partners.

Chris:

We also, believe it or not, and I know you don't know this, we have a video games team at Discovery, and we work closely with them as well on trying to find those shoppable moments, and again bringing our brand and our voice into those games when they're being built. So again, we're always serving the reader no matter who or where they are, and again pivoting as necessary. So, those are just a few groups, and obviously our marketing and ops, and audience development teams were heavily embedded with as well when it comes to promotion.

Chris:

So again, there are just, I would say, a lot of areas that we focus on. I know in the beginning it was always all about, commerce is part of diversifying your revenue streams at a digital club. But, we see it more as now, we're trying to diversify our commerce stream into all of these other areas. So again, a lot of exciting stuff has already happened, and we're working on some cool stuff too as we head into next year. So, a lot of exciting stuff in an area that's obviously blowing up for a variety of reasons.

Stephanie:

That's a lot going on there. It's actually really interesting because you just mentioned video games, and I just did a recap episode with one of my coworkers for the first 50 episodes of this show, and the one thing I was bringing up was like, "I think there's a big opportunity in having shoppable moments in these worlds or video games." And, we were mentioning Unreal and Epic Games specifically, that I hadn't really seen that yet. So, it's interesting that you guys are starting to explore that arena, because it feels like that's something of the future, but it's needed, and that's where everything's headed.

Chris:

Yeah. And again, I can't stress enough. I mean, our portfolio is just so suited for so many of these different, avenues that we could always find something where, again, we're not being gimmicky just to say we're there. This is our bread and butter, and we're making sure that we stick to our tried and blue, into who we are, and not shy off too much, and again just try to say, "We did something here or there." Really making sure we're always serving our audiences and giving them what they want on the platforms they want.

Stephanie:

Yeah. Which I think that's a really good jumping off point, then because that was actually my one biggest question I had of how do you strategically think about what an audience wants without disrupting the content? I mean, it seems so tricky, because you see a lot of shows, and whatever it may be where you might have product placement in a show or a movie, but it might not actually uplift sales, because it wasn't done correctly. Where I was also just talking about the Netflix original, the organizing show where they partnered with the container store, and how they had an instant, I think was a 17% uplift in sales after that show aired. That worked, and many others don't. So, how do you guys think about making those shoppable moments, and actually having it work?

Chris:

Sure. First and foremost, I think, you have to be honest and say, "Look, not everything is going to hit." And honestly, it's not always meant to always hit. So, I think we go into that, first being real with the current situation, and understanding not everyone is going to want every single thing. We're always talking about integrating, promoting, so on and so forth. So, I would say that's first. Secondly, again, we start with, what's our expertise? What do we believe in? And, what do we want to showcase to our various audiences across all of these different platforms? And then, from there is when we start to really start getting down to the nuances.

Chris:

And look, we have created what we dub internally as the commerce hub, where we're bringing in data feeds from all different platforms, our affiliate networks, our in-house re