Should growing retail brands double down on their in-store retail outlets or diversify to DTC?
- B2C
- Go-to-Market
- Marketing Consultant
- Marketing Strategy, Growth Marketing, Customer Experience (CX)
- Part 1Has DTC Marketing Peaked
- Part 2 Should growing retail brands double down on their in-store retail outlets or diversify to DTC?
- Part 3What’s the one word marketers should focus on when transitioning from DTC to Retail?
- Part 4Are subscription models the best pricing strategy for DTC brands?
- Part 5What plays would you call to scale a DTC business from startup to $10 million ARR?
Show Notes
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00:30Discussing the strategy of focusing on in store retail outlets versus diversifying to DTC.Exploring the decision-making process for retail brands on where to allocate resources for growth.
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05:15The importance of understanding key marketing terms when transitioning from DTC to Retail.Highlighting the need for marketers to grasp essential terminology for a successful transition.
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10:45Evaluating the effectiveness of subscription models as a pricing strategy for DTC brands.Examining the viability and impact of subscription-based pricing in the DTC market.
Quotes
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"Any brand that is out there that really wants to serve their customers well should try to meet the customer where the customer wants to buy.” - Kelly Thornton
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"The demand that consumers will continue to have over the next 10 or 15 years is how do I purchase something in the comfort of my own home and have it delivered tomorrow?" - Kelly Thornton
Episode Chapters
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01:30: Lightning Round -- D2C marketing focusnnThe discussion covers whether growing retail brands should double down on their in-store retail outlets or diversify into D2C marketing, emphasizing the importance of meeting customers where they prefer to buy.nn02:37: Double Down or Diversify -- Digital company shiftnnThe conversation addresses the challenges traditional retail brands face when deciding whether to maintain their existing retail model or venture into the unknown of digital commerce, questioning the survival necessity of adapting to D2C.nn04:42: Lightning Round -- Online retail trendsnnThe dialogue highlights the growing consumer demand for convenient online shopping experiences, using Amazon as an example of the high expectations customers have for rapid delivery and how traditional retailers must adapt to compete.
- Part 1Has DTC Marketing Peaked
- Part 2 Should growing retail brands double down on their in-store retail outlets or diversify to DTC?
- Part 3What’s the one word marketers should focus on when transitioning from DTC to Retail?
- Part 4Are subscription models the best pricing strategy for DTC brands?
- Part 5What plays would you call to scale a DTC business from startup to $10 million ARR?
Up Next:
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Part 1Has DTC Marketing Peaked
Kelley Thornton, the founder and CEO of Tiege Hanley, discusses the evolution and current landscape of direct-to-consumer (D2C) marketing. He shares insights from his journey as a serial entrepreneur, emphasizing the dynamic nature of content creation and channel optimization. Discussing the historical rise and strategic pivots of well-known D2C brands, Thornton highlights the significance of integrating social influencers and leveraging data to drive customer engagement and sustainable growth.
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Part 2Should growing retail brands double down on their in-store retail outlets or diversify to DTC?
Kelley Thornton, founder and CEO of Tiege Hanley, explores the critical decision of whether retail brands should double down on in-store retail outlets or diversify into D2C marketing. Kelley shares his insights on the evolving consumer behavior, emphasizing the importance of meeting customers where they want to buy. He highlights how traditional retailers can compete with the convenience and speed of online giants like Amazon, ensuring their survival and relevance in the digital age.
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Part 3What’s the one word marketers should focus on when transitioning from DTC to Retail?
Kelley Thornton, founder and CEO of Tiege Hanley, explores the essentials of transitioning from D2C to retail. He emphasizes the importance of being ‘ready’ for organizational scale, brand strength, and mastering distribution. Kelley shares valuable insights on preparing packaging, developing pricing strategies, and ensuring a strong brand presence to succeed in retail environments.
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Part 4Are subscription models the best pricing strategy for DTC brands?
Kelley Thornton, founder and CEO of Tiege Hanley, explores the benefits and challenges of subscription models for D2C brands. He emphasizes the importance of flexibility in modern subscriptions, detailing how his company manages customer needs to prevent accumulation of excess products. Kelley shares insights on how to make subscription management painless for customers, enhancing their overall experience and satisfaction.
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Part 5What plays would you call to scale a DTC business from startup to $10 million ARR?
Kelley Thornton, Founder and CEO of Tiege Hanley, shares his insights on scaling a D2C business from zero to $10 million in ARR. Focus on execution and iterative product improvement, Thornton emphasizes the significance of early market testing and finding the right marketing channels. He also encourages aspiring entrepreneurs to seize the opportunities within the DTC channel, emphasizing its level playing field and potential for success.
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