What’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.

Show Notes

  • 00:30
    Transitioning strategies from DTC to Retail.
    Discussion on the essential focus for marketers when moving from DTC to Retail environments.

Quotes

  • "If you do not have enough organizational scale and strength of brand, it's going to be very difficult. So organizational scale, having the people, the places, the processes in place to support a retail or wholesale business." - Kelly Thornton

  • "The key to being successful in wholesale relationships is distribution." - Kelly Thornton

  • "You have to be ready for distribution. You have to have things in place so that you can support distribution." - Kelly Thornton

Episode Chapters

  • 01:32: What's the Word? -- Transitioning to retail nnDiscusses what marketers should focus on when transitioning from D2C to retail, emphasizing the need to be "ready" and why organizational scale and brand strength are crucial for success.nnn02:25: Importance of Distribution in Retail Transition nnHighlights the significance of mastering distribution when moving from D2C to retail, detailing how intermediary relationships can facilitate bulk sales and manage logistics efficiently.nnn03:51: Being Ready for Wholesale Relationships nnExplains the necessity of being prepared for distribution to achieve success in wholesale relationships, with a focus on the need for organizational readiness to support wide distribution.

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