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Joe Sodergren, Tohi Team Spotlight

In Blog

Q & A with Joe Sodergren, eCommerce and Digital Marketing Associate

Joe enjoying time with family last winter in London.

Joe grew up in Topeka, Kansas and graduated from the University of Kansas School of Business with a degree in Business Administration and a concentration in Entrepreneurship. While in school, he completed a two-year long internship at the headquarters of Hill’s Pet Nutrition, the world’s third-largest pet food company. He was a part of the first dedicated eCommerce team at Hill’s. It was a combination of his interest and education in the startup community and experience in the eCommerce space that led him to find the job at Tohi.

Q: What made you want to join Tohi?

A: Much of my education was centered around entrepreneurship, so I was immediately intrigued by Tohi as a Kansas City startup. I loved the idea of helping to build a brand from the ground up and being a part of the overall growth strategy of the company. When I learned more about the Aronia Berry and the vision behind Tohi, I was sold!

Q: Tohi sells on Amazon. As an eCommerce specialist, why do you think Amazon is so successful and how do you believe it got that way?

A: Amazon’s explosive journey from online bookstore to eCommerce and media giant has been driven by their obsession with customer-focused innovation. They’ve been able to identify and improve almost every phase of the customer lifecycle and have obtained a massively loyal customer base along the way, making it extremely difficult for upstart competitors to take market share.

Q: Where do you see the future of eCommerce going?

A: In the short term, I think we’ll see further increases in social commerce and subscription-based purchase behavior. Consumers are discovering new products on social media more than ever before, and programs like Amazon’s Subscribe and Save are growing quickly as consumers look for convenience and savings. Longer-term, I think we’ll see artificial intelligence become more widely accepted by consumers as a way to make every day online purchases more convenient.

Q: Where do you see the future of brick and mortar stores going?

A: Brick and mortar stores aren’t going away anytime soon, but I think we’ll continue to see retailers and manufactures exploring ways to create true omnichannel experiences, where eCommerce and brick and mortar stores work seamlessly together. In the past few years, there have been many successful examples in the grocery and restaurant spaces, and I think we’ll continue to see broader integration of eCommerce and brick and mortar.

Q: What do you like most about your job?

A: I love the collaborative atmosphere and seemingly endless opportunities for growth. I’ve been able to work across all functional areas of the business and have learned new things from every member of the team. It’s great to be part of a team with a diverse set of skills, all focused on the same goal. Launching a new consumer brand is no walk in the park, but we all believe in Tohi’s vision and want to see the company succeed.

Q: What is your favorite Tohi flavor?

A: They’re all great, but my current favorite is Ginger Lime. Ask me next week, and my answer might change!

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