MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: What’s The One Word Marketers Should Focus On When Transitioning From DTC To Retail?
Release Date: January 22, 2025
Host: Benjamin Shapiro
Guest: Kelly Thornton, Founder and CEO of Tiege Hanley
Introduction
In this insightful episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a compelling discussion with Kelly Thornton, the innovative founder and CEO of Tiege Hanley—a company renowned for its uncomplicated, scalable skincare systems tailored specifically for men. Kelly shares her journey, the challenges faced while scaling a direct-to-consumer (DTC) brand, and strategic insights on transitioning from DTC to retail.
Key Discussion: The One Word Focus for Transitioning from DTC to Retail
"Ready" – The Critical Focus
When posed with the question, “What’s the one word marketers should focus on when transitioning from DTC to retail?”, Kelly Thornton emphatically responds with the word "Ready" (01:54). She breaks down what readiness entails for a DTC brand eyeing expansion into the retail landscape.
Organizational Scale and Strength of Brand
Kelly emphasizes that readiness is multi-faceted, beginning with organizational scale. This encompasses having the right personnel, processes, and infrastructure to support a wholesale or retail operation. Without sufficient organizational capacity, scaling becomes a formidable challenge.
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Packaging and Product Readiness: Ensuring that packaging is retail-ready is crucial. Products must meet retail standards, both in terms of quality and presentation, to appeal to broader markets.
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Pricing Strategy and Sales Materials: Developing a robust pricing strategy and comprehensive sales sheets is essential. These materials aid in effectively communicating the value proposition to potential retail partners.
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Trade Shows and Product Representation: Being prepared to participate in trade shows is another aspect of readiness. This involves having the means to showcase products and articulate their benefits convincingly to retailers.
Brand Presence and Consumer Recognition
A strong brand presence is vital. Kelly notes, “...your brand has to have enough presence that if you go in the store, you're not going to die on the vine.” (02:54). Consumers are more likely to engage with a product they recognize, which in turn, facilitates smoother acceptance in retail environments.
Distribution: The Backbone of Retail Success
While "Ready" encapsulates the overall preparedness, Kelly zeroes in on distribution as a pivotal component. She states, “The key to being successful in wholesale relationships is distribution.” (03:16). Effective distribution mechanisms ensure that products reach a wide array of consumers through various retail channels.
Bulk Sales and Relationship Management
Transitioning to retail involves moving from individual DTC orders to bulk sales. Kelly advises mastering the art of distribution by building strong relationships with intermediaries who can handle large-scale deliveries and sales. This shift necessitates a strategic approach to distribution logistics, contrasting the one-off order fulfillment typical in DTC models.
Maintaining Product Accessibility
By expanding distribution channels, brands can place their products into numerous hands, enhancing visibility and accessibility. Kelly summarizes, “The more distribution you can have, the more that you can put your product in the hands of consumers.” (03:44). This broader reach is fundamental to achieving sustained growth in the retail space.
Insights and Practical Takeaways
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Comprehensive Readiness: Transitioning from DTC to retail isn't just about expanding sales channels; it's about ensuring every aspect of the business is primed for the increased demands of retail operations.
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Strengthening Organizational Infrastructure: Investing in the right people, systems, and processes lays the groundwork for scalable success. Companies must evaluate their internal capacities and make necessary adjustments before embarking on the retail journey.
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Strategic Distribution Partnerships: Building and nurturing relationships with distributors can significantly ease the transition. Distributors not only handle the logistics but also bring valuable retail expertise to the table.
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Enhanced Brand Visibility: Maintaining a strong brand presence ensures that the transition doesn't dilute the brand's identity. Recognizable and trusted brands naturally perform better in retail environments.
Notable Quotes
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Kelly Thornton (01:54):
“Ready? R, E, A, D, Y Are you ready?” -
Kelly Thornton (02:54):
“...your brand has to have enough presence that if you go in the store, you're not going to die on the vine.” -
Kelly Thornton (03:16):
“The key to being successful in wholesale relationships is distribution.” -
Kelly Thornton (03:44):
“The more distribution you can have, the more that you can put your product in the hands of consumers.”
Conclusion
In wrapping up the episode, Benjamin and Kelly underscore the importance of meticulous preparation and strategic distribution in transitioning from a DTC model to retail. Kelly’s emphasis on being "Ready" serves as a foundational principle for marketers aiming to navigate the complexities of retail expansion.
Listeners gain a clear understanding of the critical elements required for such a transition, supported by real-world experiences and actionable strategies from Kelly Thornton. This episode offers invaluable lessons for marketers seeking to leverage technology and strategic planning to drive business growth in the evolving retail landscape.
Additional Resources
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Connect with Kelly Thornton:
- LinkedIn: Kelly Thornton
- Instagram: @TiegeHanley
- Website: tiege.com
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MarTech Podcast Links:
- Website: martechpod.com
- YouTube: MarTech Podcast on YouTube
- Instagram: @martechpod
- X (formerly Twitter): @martechpod
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Connect with Benjamin Shapiro:
- LinkedIn: Benjschap
This summary encapsulates the essence of the episode, providing a comprehensive overview of the discussions between Benjamin Shapiro and Kelly Thornton. It is designed to inform and engage both current listeners and those who have yet to tune in.