Episode Summary
In episode 29 of the 7 Figures and Beyond podcast, Greg Shuey interviews Alexandra Vailas, Senior Vice President of Brand Marketing for Dyper, about the challenges and strategies of transitioning from a direct-to-consumer (D2C) business model to retail. They discuss the importance of maintaining brand cohesion, the hurdles Dyper faced in their rapid retail expansion, and the critical steps for preparing a brand for retail. Alexandra shares insights on the necessity of customer research, packaging considerations, and the strategic planning required to succeed in both D2C and retail channels.
You can read the full transcript here.
Key Takeaways
- Customer Research is Crucial: Conducting thorough customer research, both quantitative and qualitative, is essential for understanding how to present and sell your product in retail environments. This research helps in designing effective packaging and messaging that resonate with retail consumers.
- Packaging Matters: The transition to retail requires a strong focus on packaging design. Packaging should be attention-grabbing and clearly convey the brand’s value propositions, considering the quick decision-making process of retail shoppers.
- Retail Preparation and Strategy: Preparing for retail involves more than just having a good product. Brands need to invest in brand awareness campaigns, develop a cohesive retail strategy, and possibly create exclusive product lines for retail to avoid cannibalizing D2C sales.
- Alignment and Consistency: Ensuring consistency in brand messaging across D2C and retail channels is vital. This requires alignment within the organization and potentially hiring a brand manager to maintain cohesive brand communication.
- Long-Term Vision and Support: Expanding into retail is a significant commitment that requires substantial resources and support. Brands should ensure they have the right team and budget in place to sustain their retail presence and should be prepared to invest in marketing and customer experience initiatives to drive success.
Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/
Alex Vailas LinkedIn: https://www.linkedin.com/in/alexandra-vailas/
Dyper.com: https://dyper.com/
Greg is a digital marketing strategist, ecommerce owner, e-commerce marketing agency owner, and recognized leader in the D2C industry.
With 18 years of experience working with small, medium, and large organizations, Greg knows how to build and execute marketing strategies that drive growth.