Nate Poulin Of Feat Clothing: How Centralizing Data Accelerates Your Business’ Growth 

September 22, 2022
3 min read

Nate Poulin, COO of Feat Clothing, shares how building an integrated data structure can generate ROI for DTC brands.

Having sources of truth, systems of record and ERPS are only useful if they can help you make a decision. 

But how do you align your data strategy with business objectives? How do you stitch these systems together to generate ROI for your brand? For the answer, we turned to Nate Poulin, COO of Feat Clothing and experienced advisor to digitally native vertical brands.

Join Nate and our CEO, Adii Pienaar, in this insightful and transformative conversation as they deep dive on:

  •  The different sources of truth and systems of record available to brands today
  •  What the ideal state is and the primary challenges brands face 
  •  The surprisingly tactical way to stitch a centralized system together

Tune in on: Apple | Google | Spotify

“ I think maximizing your margin and not trapping operational dollars in your inventory are really key abilities that you need to build as a business early on. And it requires discipline and it requires focus and attention. You're not always gonna get it right. ”

- Nate Poulin, COO of Feat Clothing

Meet Nate Poulin

Nate is an experienced operator and advisor for digitally native vertical brands. Early in his career, he spent time with Michael Kors before joining well-known brands Bonobos and Outdoor Voices. He is currently COO at Feat Clothing.

Connect with Nate on: LinkedIn | Twitter 

About Feat Clothing

Feat, rightfully calls itself the most comfortable athleisure clothing in the world. Since 2015, the brand has expanded their clothing line from hoodies to active wear and house clothes, all designed and made with their signature softest Buttery Blanketblend fabric. 

They take pride in cultivating a community where people of all shapes, sizes, and ethnicities not only feel good shopping with their sustainably made clothing, but are also left feeling even more comfortable in their own skin.

Learn more about Feat Clothing on: LinkedIn | Website

The Checkout episode 41 unpacks:

In today's episode, Adii Pienaar and Nate Poulin geek about sources of truth, systems of record, first-party data, ERPs and everything in between. Here are the highlights:

[02:25] – Why DTC brands should care more about sources of truth and systems of record

  • One of the fundamental value propositions of direct to consumer as a channel has been the proliferation of data
  • How do you create systems of record or sources of truth within your data architecture?
  • Ultimately you can leverage the data in a way that is powerful: draw conclusions, that then create actions and then catapult your brand forward

[4:19] – The problem with Big Data (and the best time to solve it)

  • “The digital world that we live in now, there's so many different elements that you can bring into your dataset to understand how customers are interpreting your brand and your products.”
  • Most brands fail to structure their data during the growth cycle
  • Avoid drowning in data by structuring it appropriately during the evolution stage

[11:28] – How to marry human rationality and artificial intelligence

  • “The digital world that we live in now, there's so many different elements that you can bring into your dataset to understand how customers are interpreting your brand and your products.”
  • Most brands fail to structure their data during the growth cycle
  • Avoid drowning in data by structuring it appropriately during the evolution stage

[18:28] –  The simple process of building an integrated scalable data stack

  • There’s a huge opportunity for the industry to really harmonize the data across different functions and elements of the business
  • Nate: “The most successful businesses I've been a part of directly have had strong overlap between the planning and merchandising side of the business and the operations and the marketing side of the business.”

[35:28] – What the ERP of the future looks like

  • No two brands are operating on the same way, ERP's gotta solve for all different elements and make it work for all of these different orientations of the value chain
  • Brands need a tool that will evolve with their needs
  • The modern ERP needs to function above and beyond spreadsheets where the integrity of the data is stronger, multiple users can work in it, and so that it becomes a source of truth

[40:29] – The most ROI is behind MarTech

  • The outcome you’re chasing after is to maximize margin relative cost
  • What's the margin cost of bad decisions that we're making on the back end side of this business?
  • “I think strong investment there would be warranted for any brand that really wants to sort of be balanced in terms of how they're creating demand and how they're maximizing efficiency against that.”

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