In this episode of The Ecommerce Braintrust, host Kiri Masters talks with Chris Perry, co-founder of firstmovr. They delve into the concept of "smarter growth" and how it can help brands and retailers achieve incremental growth in the e-commerce space. From driving households, baskets, and trips to leveraging category management principles, they cover a range of strategies and tactics.  Chris Perry is the Chief Learning Officer at firstmovr, a Satellite Center of Excellence (COE) for CPG Omni Education & Change Management on a mission to help empower first movers — both people and organizations — to win in a disruptive marketplace. Make sure you tune in to find out more! In today’s episode, Kiri and Chris discuss: - Introduction to firstmovr as a center for omni education and change management in e-commerce. - The "smarter growth framework" as a means to organize and drive incremental growth. - Drawing principles from brick and mortar to leverage them for e-commerce success. - Moving beyond tactics to focus on the "why" of growth and driving incrementality. - The importance of understanding household penetration, buy rate, and the four quadrants of growth. - Applying the SMART (specific, measurable, achievable, relevant, time-bound) framework for more strategic and measurable growth goals. - Emphasizing the need for intentional content optimization and leveraging levers at scale. - Examples of best practices in basket building, including stocking up, trade up, and bundles. - Strategies employed by Procter & Gamble (PNG) and L'Oreal in driving growth through advertising and product differentiation. - Harnessing shopper purchase data for targeted personalization in advertising. - Practical ways for brands to deploy investments and gain more control over their growth strategies. - The upcoming "smarter events" by Firstmover, offering education and support for implementing smarter growth strategies.