Should growing retail brands double down on their in-store retail outlets or diversify to DTC?

# The Importance of Diversifying into D2C Marketing In today's episode of the Martech Podcast, hosted by Benjamin Shapiro, the conversation revolved around the significance of direct-to-consumer (D2C) marketing for growing retail brands. Joining Benjamin was Kelly Thornton, the successful entrepreneur and CEO of a skincare company designed specifically for men. With a mission to provide uncomplicated skincare solutions, Thornton shared valuable insights into why D2C marketing is essential for modern retail businesses. The discussion covered everything from the advantages of D2C cha els to the evolving expectations of consumers in a digital age. ## Double Down or Diversify?nBenjamin kicked off the lightning round with a pertinent question: should growing retail brands double down on their in-store retail outlets or diversify into D2C? Kelly Thornton firmly advocated for diversification, emphasizing that brands should meet customers where they want to buy. He noted that diversifying into D2C allows brands to better serve their customers by offering them multiple purchasing cha els. ## The Case for D2C Diversificatio In an engaging exchange, Benjamin played the devil's advocate by questioning the need to shift towards D2C when an existing retail presence is already thriving. He highlighted the expertise retail brands have in getting customers into stores and assisting them with their purchases. However, Thornton's response was straightforward: if retail brands want to stay competitive and relevant, they must embrace D2C marketing. Backing his argument, Thornton pointed to the ubiquity and convenience of platforms like Amazon, TikTok, and Temu. He shared personal anecdotes about how his family frequently turns to Amazon for their needs, citing the platform's efficiency and quick delivery times as significant advantages. His analogy underscored the growing consumer demand for seamless online purchasing experiences that traditional retail stores are hard-pressed to match. ## Meeting Consumer ExpectationsnThe podcast highlighted how consumer expectations are evolving. Thornton recounted how his purchase of everyday items is almost exclusively done online, specifically through Amazon. He described the convenience of choosing delivery times and the unprecedented swiftness of next-day delivery options, which he termed "bananas." To stay competitive, he argued, retail brands need to offer similar conveniences through their own D2C platforms. ## The Amazon ParadigmnThe discussion also touched on Amazon's hybrid model, combining elements of traditional retail with modern D2C benefits. This model sets a high bar for traditional retailers, forcing them to reconsider their strategies. Thornton suggested that retail brands should leverage their supply chains to develop services that meet or exceed customer expectations for speed and convenience. By doing so, they can create a compelling D2C presence that complements their existing retail outlets. ## Conclusio In closing, the emphasis was clear: for brick-and-mortar retailers, diversification towards D2C is not just an option; it is a necessity. As consumer behavior continues to shift towards online shopping, brands must adapt by offering a robust D2C cha el to stay competitive. The conversation with Kelly Thornton provided valuable insights into the critical need for retail brands to evolve. By embracing D2C marketing, brands can ensure they remain relevant in an increasingly digital marketplace. To get in touch with Kelly Thornton or learn more about his company, links to his LinkedIn profile and company website are available in the podcast show notes. For more episodes and summaries, visit martechpod.com.