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How Crafted Enables CPG Brands to Create User-Generated Content at Scale

We’ve all seen the power of user-generated content in action back in 2020, when Nathan Apodaca posted a TikTok of himself riding a longboard while sipping a bottle of Ocean Spray Cranberry juice and lip-synching to Fleetwood Mac’s “Dreams.” The video went viral, bottles of Ocean Spray flew off the shelves, and the song, which was released in the 70s, hit the top of the iTunes charts. As of this post, the video has been viewed over 94 million times on TikTok.

Authentic content like this packs a very powerful punch when it comes to influencing viewers. I see it myself on LinkedIn – my scrappy fireside chat videos recorded on location at ECRM Sessions using my iPhone and a tripod (which have very minimal editing) get far more engagement than any professionally done promotional video I might post. 

However, creating content is my job. It’s what I do all day, every day. Most emerging CPG brands don’t have the resources to create such organic content at scale.

Brooklyn-based Crafted is looking to change that. The company provides a service that helps brands create their own user-generated content at scale to drive sales of CPG products at the store shelves …

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The moment has finally arrived. You’ve connected with a retail buyer on RangeMe or at an ECRM Session, and after subsequent follow up meetings you’ve landed a large purchase order. All of the hard work – the numerous phone calls, emails, sending product samples out to various members of the retail organization – has finally paid off. Then reality sets in, and you ask yourself:

“How am I going to fulfill this order?”

With CPG brands under immense pressure, cash flow is continuing to be a major blocker for scaling revenue growth, and sometimes it’s difficult to find how to fulfill these orders. Having to cash flow a production run for up to 60-90 days, then waiting another 60-90 days to be paid by a retailer is grueling, and most growing brands don’t have a plan in place to manage this situation.  Even established brands like Dean Foods filed for bankruptcy in 2019 with a large amount of accounts receivable outstanding, which if paid could have helped avoid this situation. 

Up until recently, options were limited, either by receiving a personal guaranteed back loan, or giving up equity just to operate with day to day pressures of working with larger …

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Choosing a manufacturer is one of the most crucial decisions you’ll make for your beauty and personal care business. Whether you’re looking to produce hair care, face, body, or other types of products, the right partnership can make or break your brand. Following are some essential factors to consider when you are looking for a manufacturing partner.

1. Quality Assurance 

Quality should be your top priority. Look for manufacturers with strong quality control processes and certifications, such as ISO or GMP. Request samples and check if their products meet your standards. Consistency in quality is vital for building customer trust and loyalty.

2. Experience and Expertise 

Consider manufacturers with experience in producing the type of products you need. An experienced manufacturer will be familiar with industry standards and regulations, reducing the risk of non-compliance issues. They can also provide valuable insights and suggestions based on their expertise. 

3. Customization Capabilities 

Your products should reflect your brand’s unique identity. Ensure the manufacturer can accommodate your customization needs, from formulations and ingredients to packaging and labeling. Flexibility in this area allows you to create distinctive products that stand out in the market. 

4. Minimum Order Quantity (MOQ) 

MOQ is a critical factor, …

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Why Insurance is Crucial for your E-Commerce Business

In today’s digital age, more people than ever are turning to the internet to shop and conduct business. This shift has led to a significant increase in e-commerce businesses. However, just like any other business, online retailers face numerous risks and liabilities that necessitate having proper insurance coverage. Here, we’ll explore why insurance is vital for e-commerce businesses and what specific protections it offers. But first, let’s start with the basics.

What is E-commerce insurance?  

The tremendous growth of the e-commerce space has prompted insurance companies to create policies specifically designed to protect e-commerce merchants. These policies cater to the unique risks that e-commerce businesses face. For instance, a company that manufactures its own products should include product liability insurance in its coverage.

E-commerce insurance separates itself from general commercial insurance by focusing on the specific challenges of online businesses, such as international shipments, customer relations, and online liabilities. These policies protect against risks unique to e-commerce, providing peace of mind for online business owners.

Why your e-commerce business needs insurance

Here are several compelling reasons why every e-commerce business should carry insurance:

Marketplace requirements

Many online marketplaces, including Amazon, now require sellers to have an insurance policy if they …

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What Can You Expect from Your RangeMe Subscription?

Whether you are a startup brand looking to get your products into retail or foodservice for the first time, or a more established brand looking to expand your distribution, at some point, you will come across RangeMe and ask yourself, “Is a RangeMe subscription worth it?”

The purpose of this post is to give you all of the information you need to answer that question for yourself, by making sure you are aware of all of the features, benefits and opportunities that the platform offers for your business across each of its subscription tiers. But I’m confident that, once you have this information, you’ll be able to answer the question above with a resounding, “YES!”

Here’s why: RangeMe is the smartest, easiest and quickest way to get your brand in front of thousands of retail and foodservice buyers. How does RangeMe accomplish this? It does so in several ways, by providing brands with:

An “Always on” brand exposure Exclusive retail discovery opportunities Data-driven insights and analysis Education and support resources

Below, we’ll take a deep-dive into each of these.

Always-on brand exposure

It all starts with your RangeMe Brand profile page. Your Brand profile is where you highlight your products, …

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In: Retailing Tips|Last Updated:

In today’s rapidly evolving healthcare landscape, CVS Health is at the forefront of innovation, bridging the gap between traditional healthcare and modern consumer needs. With over 7,500 stores nationwide, the retailer has become a pivotal player in not just retail but in how millions of Americans manage their health and wellness. As the healthcare industry continues to integrate more deeply with retail, understanding the strategies and vision that drive this integration is crucial for both emerging brands and established companies looking to make an impact.

In this fireside chat, ECRM & RangeMe SVP of Retail Wayne Bennett speaks with Zachary Dennett, CVS Health’s recently-appointed VP of Merchandising for Consumer Health Care, who shares valuable advice for emerging brands looking to break into the retail space. He takes a deep dive into how CVS’s omnichannel approach, operational excellence, and commitment to innovation are driving its success, and how emerging brands play a key role in serving CVS customers.

Watch the full video interview here!

RangeMe: Could you tell us a bit about yourself, what you do at CVS now in your new role, and maybe a little bit about your background?

Dennett: Sure. I’m at CVS Health in a role where …

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