RE: Ingenuity - The Pearl14 Dec 2024 14:18
“Any company considering this option needs to be big enough to justify investment, economies of scale are crucial to make the numbers add up”
I think this underpins one of the mental challenges I have with Ingenuity nowadays. I have mentioned before that the need to target larger customers, who are capable of investing in their own solution, seems counterintuitive. I understood it better when they targeted smaller brands that weren’t big enough to do it themselves and were prepared to pay for the reach/service, but clearly that wasn’t viable.
The other issue I have is that nowadays, I feel like shopping from a marketplace, where I can buy multiple brands, with 1 spend target to get free delivery and 1 delivery schedule, to be preferable to ordering from multiple sites. As an example, I have recently ordered from MyProtein, H&B and OralB in the same week, all delivered by Ingenuity….but I can’t cross shop to get one delivery. I was listening to a large retailer speak about their process/platform last week and they said this type of marketplace is increasingly what customers are seeking.