Smart lighting revolution: How Jasco achieved 8x ROAS in premium markets

In this episode of the Ecommerce Toolbox Expert Perspectives, host Kailin Noivo sits down with Jeff Cato to explore how brands can thrive in commoditized product categories.

Jeff shares strategies for driving growth across national brands, private label, and DTC, while navigating the unique challenges of Amazon as a 1P seller. From building differentiation in crowded markets to leveraging consumer insights for smarter decisions, his perspective offers a playbook for balancing velocity with long-term brand value.

Tune in to learn how disciplined channel management and customer-focused strategies can create sustainable growth in competitive categories.

What You’ll Learn

How to differentiate branded products in commoditized categories through national brand licensing and private label strategies
The strategic approach to managing channel conflict between club stores, DTC, and marketplaces through product differentiation
Why product specification variation is crucial for maintaining healthy margins across different retail channels
How to leverage marketplace platforms like Amazon while protecting brand value and managing margin pressure
The framework for using consumer insights tools to drive product development and marketing decisions
How to establish ROI thresholds for new products based on volume requirements and margin considerations
Why strategic SKU management is essential for maintaining profitability in lower-margin product categories
The approach to setting advertising ROAS targets based on product price points and margin structures

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