Dylan Lissette
Analyst · Stephens Inc. Tim, your line is open.
Yes. I mean, it's going very well. I mean what a great dynamic group. And if you remember back to past calls and past conversations, what we're really trying to do is, a, spend more money on marketing, right, than we had historically spent. And when I say spend more money on marketing, I mean spend more on traditional, digital, social type of marketing, pulling away from what we have been spending some money on the past, which is sponsorships and putting more spend into traditional, social, digital type of media. Sasha, which is a VaynerX company, the Sasha Group is just fantastic at that. And so, we have our team that does digital, social is fantastic. And I think it sort of shows in some of the e-commerce stuff that we put into our presentation where we've really grown our e-commerce business, which is comprised of sort of, this is IRI, retail e-commerce as it's defined by IRI, which includes some of this click-and-collect and some of the other methods of getting product to people through e-commerce, has really grown over 120-plus percent and we expect to continue into 2021 and beyond. So, we're really focusing to make sure that we're dynamic spending more money, significantly more money on social, on digital, on our brands, focusing in on Power Brands, making that 360 loop into e-commerce and really driving awareness. And I think through our new households that we picked up and our repeat rates and the things that we've detailed in that presentation as well. I think you could say that we're happy so far. I always say never happy, but pleased, but not satisfied. We're very pleased, but we always think that we can improve, and so we'll spend 2021 trying to improve that even more, which is the beauty of the marketing that we're doing is that we can literally change day-to-day on a dime if we have to spend that money effectively.