Going Omnichannel with American Fireglass CEO Matt Doll

The CPG Guys

The CPG Guys, Sri & PVSB, are joined in this episode by Matt Doll, founder & CEO of American Fireglass, the world's premier manufacture of Fireplace, Fire Pit Glass and related burner products.
Follow Matt on LinkedIn at: https://www.linkedin.com/in/%F0%9F%94%A5-matt-doll-%F0%9F%94%A5-61313532/
Follow American Fireglass online at: http://americanfireglass.com

Matt answers these questions:

1) How exactly did you get into fireglass - how was it born - what is the history of the company

2) I imagine you were distributing primarily through the store model. What were some of your strengths you developed to succeed in the store model?

3) This conversation is incomplete without me acknowledging this is the story of true American home grown entrepreneurship. As covid hit and the store model slowed down and froze for a short period, what were areas you needed to focus on to keep the company growing and delivering for all your teams and for the brand?

4) How did you pivot to being omnichannel? Did you feel it's a must do go forward, what data said it's a must do?

5) We know you also adopted DTC - what did you have to do to optimize in 2020 to go DTC? What new muscles did you have to build?

6) Now that we got DTC out of the way, could we dive into what ecommerce capabilities in omnichannel leading brands do? Have you built processes to support this for your own brand?

7) How are you preparing for a new instore model where browsing, deciding may all happen online and the pickup maybe in store? Is there a digital element of instore needed?

8) What is your advice for entrepreneurs like you who have depended on the store model, maybe even regional - go forward? How should they get their path paved out for their brand?

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