Should 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.
About the speaker

Kelley Thornton

Tiege Hanley

 - Tiege Hanley

Kelley is Founder & CEO at Tiege Hanley

Show Notes

  • 00:30
    Discussing 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.
  • 05:15
    The 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.
  • 10:45
    Evaluating 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

  • "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

  • "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

  • 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.
About the speaker

Kelley Thornton

Tiege Hanley

 - Tiege Hanley

Kelley is Founder & CEO at Tiege Hanley

Up Next: