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How Dollar Shave Club Accelerates D2C Innovation in a Brick & Mortar World

How Dollar Shave Club Accelerates D2C Innovation in a Brick & Mortar World

Dollar Shave Club (DSC) introduced the first direct-to-consumer (D2C) razor to the market, disrupting an industry historically dominated by a few major brands that could only be bought in brick & mortar stores by eliminating friction in the consumer process and answering unmet needs. Recently, DSC partnered with Prodege to conduct innovation and messaging research to ensure DSC maintains success as the heritage D2C brand expands into retail, without wanting to lose sight of its original purpose to solve guys' problems. Get a front row seat to obtain a glimpse into DSC’s innovative approach and come away with an understanding of how the evolution of D2C distribution strategies can provide valuable insights into the future of online CPG shopping.

Feb. 28

11:40 am PST

Suwannee 1-3 at Gaylord Palms Resort and Convention Center

Andrea Scheuerman

Senior Director, Client Solutions


Raised by a mom who developed and tested recipes for a major CPG, Andrea’s passion for consumer insights was ignited at a very young age! Her 20+ years of experience include well-known syndicated research suppliers like Nielsen and Numerator, as well as time on the other side of the desk at companies like Nestle, Monster Energy, and Bath & Body Works. Additionally, she co-founded and operated a custom research boutique agency for 10+ years. Her unique combination of both syndicated and custom research prepared her well for her current role as VP, Data and Insights at Prodege, LLC.

Victoria Stevens

Director, Client Solutions


Victoria has been guiding client strategy across consumer packaged goods, quick serve restaurants, health, finance, non-profit, and academic industries for 20+ years using survey research, sales modeling, and a deep knowledge of consumer behavior. During her time with Nielsen and now Prodege, Victoria developed a passion for learning about online shopping for consumer packaged good and monitoring shifts in behaviors and attitudes for more than a decade, with the goal of predicting online shopping innovations in the near and distant future to help her clients plan for unprecedented changes in the way we shop.

Alec Schaefer

Senior Manager, Consumer Insights

Dollar Shave Club

Alec is a Senior Manager of Consumer Insights at Dollar Shave Club, where he guides product innovation, communications strategy, and brand positioning via insights projects that ensure the consumer is at the center of business decision-making and strategy. Prior to this role, Alec worked in insights at The Walt Disney Company, within the consumer products and licensing businesses, using research to uncover whitespace product opportunities, underpenetrated audiences, and create consumer-first go-to-market strategies. Through a human-centered approach, Alec uses data and insights to ensure that business partners are able to empathize with their consumers, understand their decision-making processes, and feel their tension points in the business's categories.

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