The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.
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The Power of A Personal Brand in Building an Online Presence with Rachel Soper Sanders
Épisode 58
vendredi 27 septembre 2024 • Durée 23:08
In this episode, Rachel, founder of Rootine, shares her personal journey and the inspiration behind her brand. She discusses the lack of innovation in the holistic health industry and how Rootine aims to bring science-backed solutions to the market.
Rachel explains the customer journey and the different products offered by Rootine. She also talks about the importance of her role as a mom in shaping the brand and connecting with her target audience.
Rachel shares her strategy for launching in different channels, including Amazon and TikTok, and the impact of her personal brand on the success of Rootine. She emphasizes the power of content creation and thought leadership in building a strong online presence. Rachel also discusses the challenges and opportunities of expanding into retail and the importance of community building and education in the wellness industry.
TAKEAWAYS:
- Rootine aims to bring science-backed solutions to the holistic health industry, which is lacking in innovation.
- Rachel's personal journey as a mom and her own health issues have shaped the brand and connected with the target audience.
- Content creation and thought leadership have been instrumental in building Rootine's online presence and driving organic growth.
- Expanding into different channels, such as Amazon and TikTok, has allowed Rootine to reach a wider audience and drive sales.
- The challenges and opportunities of retail expansion in the wellness industry require strategic thinking and understanding of the target customer.
Don't miss our next episode for more insights into the world of omnichannel marketing!
Where to find Rachel Soper Sanders: Linkedin: https://www.linkedin.com/in/rachel-soper-sanders/
Website: https://rootine.co/
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
Website: www.brij.it
SUBSCRIBE TO THE OMNICHANNEL MARKETER www.theomnichannelmarketer.com
Shray Joshi Discusses How To Capitalize on Retail Media
Épisode 57
jeudi 12 septembre 2024 • Durée 28:18
In this episode, Shray Joshi, founder of Good Peeps, discusses the shift to retail media and the importance of digital retail marketing for CPG brands.
He explains the concept of a retail media network and how it encompasses third-party marketplaces, retailer. coms, and underlying technology platforms.
Shray shares strategies for driving retail traffic, such as sponsored search, paid ads, and influencer content. He emphasizes the significance of organic influencer partnerships and collaborations in building brand awareness. Shray also highlights the challenges of media attribution and the need for better integration across different retail channels.
Highlights Include: - Digital retail marketing is a crucial aspect of CPG brands' marketing strategies, with retail media networks playing a significant role.
- Retail media networks include third-party marketplaces, retailer.coms, and underlying technology platforms that offer advertising opportunities.
- Strategies for driving traffic to retail include sponsored search, paid ads, and influencer content.
- Organic influencer partnerships and collaborations are effective in building brand awareness and driving traffic to retail.
- Media attribution remains a challenge in the retail industry, and better integration across different retail channels is needed.
Don't miss our next episode for more insights into the world of omnichannel marketing!
Where to find Shray Joshi: Linkedin: https://www.linkedin.com/in/shrayjoshi Website: https://www.thepeeps.co/
Where to find Kait Stephens: Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/ Website: www.brij.it
Going viral on Tiktok & TIktok's Role in Sales With Nadya Okamoto from August
vendredi 12 janvier 2024 • Durée 24:40
In this episode, we meet Nadya Okamoto, Co-Founder of August.
August is a brand revolutionizing period care with their sustainable, transparent, bold and inclusive approach on period products.
In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel.
Topics covered
Consumer experience
Product distribution
B2B approach in a DTC business
Initial launch
Customizable subscriptions
Omnichannel distribution
Retail launch
Gen z consumer
Social media purchase motivator
Organic channels
How we measure our communities?
Know and listen your community
Omnichannel impact
Stigmas
Takeaways
Nadya started in the period space at age 16 focusing on ending period poverty and stigma, then found August with the goal of making products that are and work better.
They leverage omni-channel strategies for selling and combating period stigma, with Nadya emphasizing its broad impact across all aspects of the business.
Between Nadya’s TikTok profile and August’s they have over five and a half million followers across channels.
Launched in 400 Target doors in Marc, utilizing #AugustTarget with over 50 million views for visibility tracking.
August exclusively supplies periods products at WeWork, Equinox, and SoulCycle, working to ensure accessible period care in B2B settings.
August has a distinct Gen Z community measured by their members on Geneva, not followers.
August wants to be CPG brand that doesn't have to rely so heavily on paid and paid channels of marketing, they rather focus on the organic channels.
Nadya says that social platform is a way August has been able to drive in store purchase and sell through.
While August views TikTok as a top-of-funnel tool, they don't consider it a selling point due to stigma, as period care is not an allowed category on the platform.
The DTC and Retail Flywheel with Benjamin White, Founder & CEO @ Recess
jeudi 28 décembre 2023 • Durée 31:59
In this episode, we meet Benjamin Witte from Recess.
Recess is a relaxation drink. Recess is spearheading the category, like how RedBull started the energy drink category.
Category creation, evolving from digitally native to retail, the DTC & omnichannel flywheel, and the trade-offs with DTC and retail.
Topics covered
Category creation
Brand building
Distribution
Amazon
Merchandising
Takeaways
Adaptogens and CBD are functional ingredients not to be confused with the relaxation category.
Many brands are focused on the ingredients, whereas Recess is focused on the broader category and, marketing the lifestyle choice and connecting with people emotionally.
Recess aims to be what Redbull is for energy drinks for the relaxation drink category. Five years ago, it was a bet on relaxation. And now the category is growing rapidly. New entrants are good for business and market the category as a whole.
The beverage industry is primarily focused on awareness marketing
New category marketing requires investment in awareness to educate the market
Recess used Facebook and Instagram to drive awareness and distribution (at a time when that was less common).
Starting online helps you validate your product before investing further vs. building for retail, failing, and having to retool
Beverage is unique, and there is no other category that gets as much distribution. It has to be available everywhere.
The one-two punch is telling the story well online and then being available everywhere. Doing that in a single geography makes a brand seem bigger than it is.
Recess is one of the top 5 fastest growing beverage brands on Amazon. Ben believes Amazon can be an engine for most consumer brands. If you can make it profitable, there is a massive scale. Any investment there helps grow the larger business
Category Disruption and Evolving from DTC to Retail with Gabi Lewis, Co-Founder of Magic Spoon
jeudi 28 décembre 2023 • Durée 32:40
In this episode, we meet Gabi Lewis, founder and CEO of Magic Spoon
Magic Spoon is a better-for-you cereal brand that is designed to taste like your favorite childhood cereals but low in sugar and high in protein.
In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel.
Topics covered
Category Disruption
Consumer health trends
Influencer and affiliate marketing
Omnichannel distribution
Retail velocity
Consistency
Measurement & incremental
Takeaways
The cereal category became stagnant because it was dominated by three large companies that weren’t incentivized to innovate, and a large scale was needed to compete.
Magic’s Spoon's first round of investors we also affiliates who helped launch the brand, which allowed for a great launch without overreliance on Facebook ads.
Magic Spoon moved to Amazon and retail because that’s where customers want to buy. Most customers don’t want to buy from a different website for every product they want.
Magic’s Spoon's first retailer was Target because of the overlap with their customer base and their history of helping to launch DTC brands.
Few brands have cracked the code on how to use digital to drive retail velocity, but what Gabi has learned is that nothing drives retail velocity like the right product at the right price with the right placement and shelving
The benefit of being DTC first is that you can use a lot of learnings from your website and Meta ads to inform retail strategy.
The benefit of cereal packaging is that its packaging has a lot of space and it acts as a billboard for your product
Understanding incrementality is a crucial lever to get into retail; Magic Spoon is 65% incremental to the cereal category, meaning that 65% of Magic Spoon customers aren’t buying other cereals
Steven Borrelli x Cuts
lundi 18 décembre 2023 • Durée 22:15
In this episode, we meet Steven Borrelli, the CEO and founder CUTS Clothing.
CUTS is a clothing brand built for the sport of business. It started with t-shirts designed for the work setting and has since expanded to polos, pants, and jackets, and recently started a women's line.
In this episode, Steven shares the lessons he learned from launching a brand store.
Topics covered
Channel distribution
Omnichannel purchase behavior
Brand store strategy
Omnichannel experience
Merchandising and inventory
Takeaways
CUTS started in DTC with paid acquisition via Google, Facebook, and influencers. Then expanded to Nordstrom and its own location in Soho, NY.
Soho is CUTS most profitable digital advertising segment. The store acts a billboard. People walk by it and shop online. Or they buy in-store, and the 2nd purchase happens online.
A store is an extension of the brand and easier to launch than a partnership with a big box retailer. And has fewer restrictions and formalities.
People often want to shop for the first time in-store because they want to try clothes online and then become long-term online customers.
Stores can be a venue for events and community activation, especially with celebrity and influencer collaborations.
Steven selected Soho because it a densely populated location with a high concentration of customers.
The Soho store is a test case, but Steven de-risked via a 2.5-year lease (versus the 10-year standard).
Stores have their own Conversion Rate Optimization, e.g., if a clerk misses 2 customers per day it's a missed opportunity of $400k per year.
Measure your store like an e-commerce site. How many visited vs. purchased per day? AOV, New vs. returning. Capture phone number to build SMS list, etc.
Having a consistent experience is hard outside of your DTC and brand store. Steven often says no to wholesale inquiries, where CUTS can’t control the experience.
Merchandising is a learning curve. Steven learned not dedicate as much space to filler products vs. hero. Learning how to merchandise in-store can help you optimize your DTC experience and merchandising.
A Deep Dive into launching in Sephora with Colm Mackin from Act+Acre
lundi 11 décembre 2023 • Durée 28:01
In this episode, we meet Colm Mackin, from Act+Acre
Act+Acre is a women’s scalp care brand.
In this episode, Colm shares a deep dive into how to have a successful launch in Sephora.
Topics covered
Scalp health
Customer education
Product Effectiveness
Retail distribution
Influencer marketing
Focus
Takeaways
Scalp care (and other medical) products really need to work. Customers needs to see success in a few uses.
Finding influencers was tricky because you need to find people with scalp issues and that were willing to share their story. Colm focused more on micro influencers were are more willing to share.
Press is similar to influencers in that it requires outreach and finding people who resonate with your product or pitch for PR.
As part of their Sephora launch, Act+Acre is touring 250 stores to talk to beauty associates and help them understand the products. Doing 1:1 training with associates in each store for 4-5 hours each visit
Colm gets weekly sales updates from each store every Sunday uploads the data to a special dashboard where he sees how stores are performing. If a store is underperforming, they will invest in it via brand ambassadors.
Act+Acre is a new category, so a north star for Colm has been to be obsessive about simplifying messaging
Focus is critical. Too many brands try too many channels at once or jump around. It’s better to focus on 1-2 channels at time.
Please let us know your thoughts about the episode!
Driving a Great Customer Experience, Retention, and Loyalty in Omnichannel with Eli Weiss
jeudi 16 novembre 2023 • Durée 25:34
In this episode, we meet Eli Weiss.
Eli ran Customer Experience at Olipop and Jones Road and recently joined Yoto, as VP of Retention and Advocacy.
In this episode, we shares his perspective on how to deliver an amazing customer experience in an omnichannel setting.
Topics covered
Omnichannel vs. DTC experience
Olipop and Jone’s Road’s omnichannel presence
The value of an omnichannel customer
Customer experience
Impact of brand hype on customer purchase behavior
Takeaways
In retail, discovery to purchase lifecycle can be very quick, i.e. you see something and buy it right away, whereas the online journey has many different touchpoints.
Omnichannel for Olipop and Jones Road were very different because Olipop is primarily meant to be consumed cold after purchasing in retail, versus Jones Road, which was primarily DTC with a few of their own stores.
The commonality of each brand's omnichannel approach is giving the customer the experience and journey that they want, vs. obvious attempts to sell which are cringeworthy.
You can learn a lot from looking at existing customers' omnichannel journey data. Eli did this via Peel Insights
Another way is to learn directly from the customer. Eli conducted 60 hour-long Zoom interviews to understand why shoppers cross from DTC to retail, and vice versa.
Eli shares that Jones Road’s omnichannel customer was a substantially higher value than single-channel purchasers.
Retail 1st customers often have higher LTV because they get sales assistance instore and figure out what they want to buy repeatedly. Brands should strive to replicate that experience online
QR codes are not necessarily a repeat purchase mechanism but a customer journey mechanism.
Jones Road replicated some of that sales-assisted experience with quizzes.
Education was also critical to make sure customers received the right product for them and knew how to use it
From Ecommerce to Omnichannel Expansion and the Value of TV Ads with Jacob Zuppke, CEO of Whisker
vendredi 3 novembre 2023 • Durée 29:00
In this episode, we meet Jacob Zuppke, CEO of Whisper.
Whisker is the maker of high-end pet products that replace house chores. Its flagship product is the Litter Robot, the #1 self-cleaning litter box for cats.
In this episode, we discussed transitioning from DTC to a genuine omnichannel brand and the power of TV commercials.
Topics covered
Category building for new products
Channel expansion
Storytelling
Retailing
TV commercial strategy
How to get customers to upgrade
Takeaways
When you are building a new category, no one is looking for you. You need to invest in building awareness.
New category products often start DTC because retailers don’t want to risk shelf space on an unknown product.
Move to Amazon when your category or brand has keyword search volume
For a considered purchase, whether it's online or offline, you need to tell a compelling story
Great retail partnerships are where you can tell your store and merchandise well. In store, story can be communicated through packaging, in-store displays, and point of sale.
When you go into retail, you need to invest in ads for high-funnel awareness to drive in-store sales, allowing customers to choose where they want to buy.
If you are considering writing a TV commercial, read “From Poop to Gold” by the Harmon Brothers.
A good commercial can be used in any channel (Meta, YouTube, streaming), not just linear TV.
However, it may need to be designed or recut to work for different channels, i.e., what works on TikTok, won’t work on TV or Meta, etc.
You get customers returning for your latest products by upgrading with value-added problem-solving features.
Please let us know your thoughts about the episode!
Scaling a Modern Omnichannel Brand with Leslie Danford, CEO of Vitaminis
mardi 24 octobre 2023 • Durée 23:54
Meet Leslie Danford, the founder of Vitaminis.
Vitaminis are nutritious, portable drink shots created to support healthy lifestyles.
In this episode, Leslie talks about scaling from DTC to Omnichannel and how to bridge the gap btw offline and online.
Topics
Direct-to-consumer launch
Omnichannel distribution
Launching retail and Amazon
Bridging the gap between online & offline
Sampling strategy
Email marketing
Takeaways
Retail brings scale to a CPG brand but is challenging bc you lose connection with the buyer
Getting into retail is is a step in the right in direction, but you need to drive retail velocity to stay.
The days of ROI-positive online-only CPG are over.
Retail only is hard bc some consumers want to learn about you online, see reviews, and desire subscription options.
Brands need to be online AND in retail to survive, it’s cost-effective and what shoppers want.
In-person events are a great way to drive email list growth; Leslie uses a QR code activation at her sample stations and requires an email for the free sample!
Email is a great reminder for people that educational content is more sustainable than running offers and sales all the time.
Brand experience goes beyond social, email, DTC, and retail. For some brands it can include functional experts. For Vitaminis, this gut doctor, wellness coaches, and nutritionists (vs. TikTok influencers).
Sampling is a great way to discover your ideal customer profile. Small chains are a great place to launch sampling programs with lower barriers to entry than Walmart.
Amazon is super convenient, but similar to retail, you have no clue who is buying.
Setbacks are a learning opportunity; Leslie completely formulated he reformulated Vitamins after getting negative feedback.
Please let us know your thoughts about the episode!
Omnichannel support enables users to choose donation recipients and initiate a tampon tax back initiative with competitors.
Please let us know your thoughts about the episode!
Amazon’s a flywheel because when people see the product in stores, they want to order it online. In that sense, being in a store is also great marketing.
This year is Recess’ first big year in retail, and went to all the major chains. On a small scale, they are testing sampling, field marketing, and events.
Regarding merchandising, Recess has a platform approach. Its beverages are in the functional beverage set, its powders are in the supplements set, and its mocktails are in the alcohol alternative set.
Recess is able to maintain its online business because of its high price point. It’s $2.99/can vs $.30/can for a La Croix. It also becomes a daily habit for people, and people subscribe to it, so the LTV is very high. Finally ranking high organically on Amazon brings the blended CAC down.
To Ben, Omnichannel is the combination of online and offline distribution branding and distribution.
Please let us know your thoughts about the episode!
The shortcut for product education is having a “cool” product. Because Olipop’s strong branding, the bar to educate customers on product benefits at times was way lower. The hype got people excited to drink it.
Olipop was very successful at marketing it as an indulgence product
If you want to perfect your omnichannel presence, talk to customers about what they love and hate about your product
Customer experience is more than support; its the entire brand experience
The most important part of retention is acquiring the right customer
Customer experience could roll up to marketing or operations but should roll up to someone with empathy, humility, and curiosity
Most brands are sleeping on retention and CX
Please let us know your thoughts about the episode!
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