Know Your Customer. Win the Market.

Everyone’s chasing new channels.
Most brands are still getting the basics wrong.

This week on Upside, we sit down with Dax Dupré, an eCommerce Manager who’s quietly taken drinks brands to #1 on Amazon and Ocado without chasing trends or burning margin.

His edge?
Relentless focus on how people actually buy.

Inside the episode:

· Why awareness → consideration → purchase still wins

· Why traffic can’t save a confused proposition

· How “premiumising” fails when it’s just a price increase

· Where DTC fits when marketplaces dominate demand

Dax also shares how he scaled during COVID, sold out launches in hours, and made tough calls early to protect long-term growth.

Bottom line:
If you don’t understand your customer, no channel will save you.

🎧 Watch or listen to this week’s Upside now 👇

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