Derin shares what drove him to choose the toilet paper industry as an area ripe for disruption, and how Reel's social mission is at the centre of the business. [1:33]. Toilet paper was a sought-after resource as the global COVID-19 pandemic started, with Reel having to adapt to the increase of demand and create processes to handle current customers [04:00].We then look into how consumers' behaviour has shifted when purchasing products in retail, and how this is affecting eCom adoption [08:00].
Derin then digs into his current strategy to acquire and keep customers [10:00], and explains his obsession with putting the customer at the centre of the experience and ensuring every touchpoint is accounted for [17:00]. Derin offers advice on how Reel think about the customer experience and making customers happy even if they're not fans of your product to continually drive a positive word of mouth exposure [28:00].