The Omnichannel Marketer

In this episode of the Omnichannel Marketer, host Kait Stephens interviews Aliett Buttelman, co-founder of Fazit Beauty. Aliett shares her unique journey from fashion modeling to entrepreneurship, detailing the creation of innovative makeup patches and the brand's rapid growth through strategic channel expansion and social media marketing. The conversation highlights the impact of viral moments, such as the Taylor Swift effect, and discusses the importance of supporting female founders in the beauty industry.TAKEAWAYS: - Aliett's background in modeling provided her with insights into the beauty industry.- The launch of makeup patches disrupted traditional beauty application methods.- Social media, particularly TikTok, played a crucial role in brand awareness.- Diversifying marketing strategies is essential in response to platform changes.- The Taylor Swift effect significantly boosted brand visibility and sales.- Retail partnerships are tailored to meet different customer demographics.- Community engagement is vital for brand loyalty and growth.- Female founders face unique challenges in securing investment.- Innovative product development is key to staying relevant in the beauty market.- Maintaining a startup mentality helps in adapting to market changes.Where to find Aliett Buttelman:  Linkedin:  https://www.linkedin.com/in/aliett-buttelman-9a662312b/​Website: https://letsfazit.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, Christina Kao, founder of Le Mini Macaron, shares her journey from a marketing background to entrepreneurship in the beauty industry. She discusses the growth of her brand, the importance of customer education, and the impact of COVID-19 on nail care trends. Christina emphasizes the significance of community upliftment and the playful yet joyful nature of her brand, while also reflecting on the challenges and opportunities within the beauty industry.TAKEAWAYS: - Christina's background in marketing and advertising laid the foundation for her entrepreneurial journey.- Le Mini Macaron specializes in gel manicure products, making at-home nail care accessible.- The brand's target customers include both experienced gel users and newcomers to DIY manicures.- Kickstarter was a crucial platform for launching the brand and gaining initial traction.- COVID-19 significantly boosted the demand for at-home beauty solutions, including nail care.- Education is vital for customer experience, especially for first-time gel users.- The brand employs various marketing strategies to enhance customer acquisition and retention.- Creating a consistent brand experience across multiple channels is essential for success.- The brand aims to uplift its community, focusing on both consumers and team members.- Christina advocates for more programs to help newcomers enter the beauty industry.Where to find Christina Kao:  Linkedin:  https://www.linkedin.com/in/christinasheenkao/​Website: http://www.leminimacaron.comWhere to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer,  Amy Gordinier, founder of Skinfix, shares her extensive background in the beauty industry and the journey of creating Skinfix. Amy discusses the brand's origins, its unique formulation, and the strategic decisions made during its launch and growth, particularly with retail partners like Target and Sephora. She emphasizes the importance of product differentiation, quality formulation, and the evolving support from Sephora as a key factor in the brand's success.TAKEAWAYS: - Amy's lifelong passion for beauty began with her family's history in the industry.- Skinfix originated from a healing ointment formula created in the 1870s.- The brand's initial retail strategy focused on mass distribution for eczema treatments.- Target provided significant support for Skinfix's launch, but the brand later transitioned to Sephora for better scaling opportunities.- Sephora's in-store support and marketing strategies greatly benefited Skinfix's growth.- Skinfix prioritizes high-quality formulations with active ingredients at functional levels.- The brand's differentiation lies in its clean, clinical approach to skincare.- Skinfix has built a loyal customer base due to its effective products and strong brand identity.- The evolution of Sephora's support tools has positively impacted Skinfix's marketing efforts.- Amy is passionate about educating consumers on the importance of product formulation.Where to find Amy Gordinier:  Linkedin:  https://www.linkedin.com/in/amy-gordinier-b6178156/​Website: http://www.skinfixinc.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, Alli Ball, founder of Food Biz Wiz, shares her journey in the food industry and how she helps emerging brands succeed in wholesale. She emphasizes the importance of understanding market fit, finding the right channels, and optimizing operations. Alli discusses the challenges of getting attention from wholesale buyers and the difficulties of the distributor-retail model. She also provides insights on driving velocity in retail and recommends tools and strategies for success.TAKEAWAYS: - Understanding market fit and pricing is crucial before entering wholesale.- Finding the right channels, such as brick-and-mortar retail, food service, hospitality, and e-commerce, is essential for success.- Optimizing operations and production is necessary to meet demand and deliver on promises.- Getting attention from wholesale buyers can be challenging, requiring old-fashioned methods like phone calls and networking.- The distributor-retail model can be difficult and cash-intensive, with challenges in finding co-packers, brokers, and managing chargebacks.- Free tools and strategies, such as connecting with store staff, demos, and social media marketing, can help drive velocity in retail.Where to find Alli Ball: Linkedin:  https://www.linkedin.com/in/aball/​Website: http://www.foodbizwiz.comWhere to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode of the Omnichannel Marketer, Kait interviews Rick, a partner at Howler Brothers, who shares his journey from private equity to brand building. He discusses his early career at Yeti Coolers, where he developed innovative marketing strategies that helped establish the brand. Rick emphasizes the importance of brand identity and community in marketing, and how his experiences as an investor have shaped his approach to business. He also highlights the significance of environmental sustainability and the role of personal connections in both investing and brand development.TAKEAWAYS: - Rick transitioned from private equity to brand development.- He played a key role in marketing strategies at Yeti Coolers.- Building a brand is about establishing a personality.- Good people can iterate on imperfect ideas.- Community and shared experiences are vital for brands.- Investing in early-stage companies can enhance operational skills.- Rick emphasizes the importance of environmental sustainability.- Connecting with people is a core strength for Rick.- The evolution of marketing strategies is crucial for brand success.- Understanding customer journeys across channels is essential.Where to find Rick Wittenbraker: Linkedin:  https://www.linkedin.com/in/wittrick/​Website: http://howlerbros.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, Kait interviews Danny Taing, founder of Bokksu, who shares his journey from studying Japanese in Japan to creating a successful omnichannel brand that bridges cultures through Japanese snacks. Danny discusses the evolution of Bokksu, the importance of customer feedback, the challenges of the subscription model, and the acquisition of Japan Crate to enhance their retail presence. He emphasizes the significance of building strong brands and the need for a focus on retention in the current market landscape.TAKEAWAYS: - Danny's journey began with a love for Japanese culture and snacks.- Bokksu started as a subscription box and evolved into an omnichannel brand.- Customer feedback is crucial for product curation and brand messaging.- The subscription model offers built-in retention but has its challenges.- Acquiring Japan Crate accelerated Bokksu's retail expansion.- Retail requires different strategies compared to DTC.- Danny is passionate about bridging cultural gaps through food.- Sharing food experiences can help promote brands.- The industry needs to focus more on sustainable growth and unit economics.- Danny believes strong brands will thrive in the evolving market.​​Where to find Danny Taing: Linkedin: https://www.linkedin.com/in/dannytaing/​Website: https://www.bokksu.com‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 MARKETERwww.theomnichannelmarketer.com

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

In this detailed episode, Sydney Hamroff, the strategy and insights manager at Tony's Chocolonely, shares invaluable insights into the brand's journey from a mission-driven startup to a major player in the retail space. From starting in niche natural channels to scaling up to national distribution with giants like Walmart, Sydney unpacks the strategic decisions that have driven Tony's success. Highlights include:- The transition from natural to conventional retail channels.- Key metrics and data points used to persuade retail partners.- The impact of omnichannel strategies on brand growth.- Future plans for Tony's and how they intend to continue their mission while expanding their market presence.Sydney's background in e-commerce and her transition to a mission-focused brand adds a personal touch to the discussion, providing a unique perspective on the challenges and triumphs of scaling a purpose-driven brand. Don't miss our next episode for more insights into the world of omnichannel marketing!

How this former Spotify exec uses data & consumer behavior to scale this subscription business.On the latest episode of the Omnichannel Marketer, I spoke with David Cutler, VP of Product & Design at Cook Unity.David started his career consulting with major CPG brands, helping them interpret big data sets to create better segmentation and advertising.He went on to become a product manager for data products, with roles at Bloomberg and Spotify before landing at CookUnity. CookUnity is a D2C meal kit subscription service that delivers restaurant-quality meals made by celebrity chefs.   It's a marketplace where people can discover new foods and chefs can broaden their distribution outside of the traditional restaurant setting. CookUnity helps chefs expand from their restaurant directly to consumers (or “eaters”). The secret thread between product and marketing?Consumer research.To that end, David shared his “tripod of tools” for understanding consumer behavior that he learned from his days at Spotify. 1️⃣ Surveys, interviews, and focus groups to develop segmentation across your addressable market, i.e. not just your customers but untapped audiences. 2️⃣ User testing tools that capture and record user web & application activity - actual users talking through their experience and feelings. 3️⃣ Looking at user behavior and product insights from a data science perspective.  The result is an exhaustive body of research that maps out user personas, storylines, and daily usage patterns for each persona. It's a mission-critical exercise because customer behavior informs who, how, and where you target in multi-channel advertising AND the experience they have in the platform. Ultimately, this research helps define what makes users happy or makes them churn, which helps create an amazing end-to-end experience. For CookUnity, the journey is incredibly complex - going back and forth between digital and physical – while also including dining experiences that get rated digitally via QR codes every week. Those feedback loops improve the meals and customer experience, i.e. feedback is used to tweak recipes. CookUnity has added hospitality elements to simulate a chef talking about the meal or what happens when a customer isn't happy, i.e. items removed from the bill. I don't know about you, but all this talk about dining experiences is getting me hungry… Give David and CookUnity a follow to learn more about this exciting new service.Thanks, David, for sharing your experience and customer research expertise! 

Retail & eCom, the one-two punch for evolving an entrenched category.On the latest episode of the Omnichannel Marketer, I spoke with Lisa Bubbers, Chief Marketing and Brand Officer at Studs.Studs is a new entrant in the ear piercing category – positioning itself as a piercing company instead of an earring brand. In contrast to Claire's or the mall kiosk which is where children go to get their first piercing with a piercing gun (myself included), Studs focuses on needle piercings for return piercers. The idea came from getting a second ear piercing at a tattoo parlor, which was a sub-optimal experience. Part of this less ideal experience was a disconnect between the act of piercing and picking an earring that you liMost people get their ears pierced with an earring they don't care for, and have to wait until the piercing heals to replace it with something more fashionable that they purchased elsewhere.  Studs fuses the retail piercing experience with fashionable lines of earrings that can be worn out of the store, and purchased online.Lisa created the term “earscaping” to create conversation around the art and science of getting ear piercings that work with your anatomy and personal style. The brand started with a single studio in NoLita in 2019 and now has 25 locations across the country. A brand with fused retail and e-commerce presence, Lisa defines omnichannel as:

Without brand, growth and performance marketing are just flashes in the pan.In the wake of iOS 14 privacy changes & rising CACs, we're no longer in an era where growth at all costs is a viable strategy anymore.I recently had the pleasure of speaking with Foujan Volk, the VP of Brand & Marketing at Parachute Home. She was the first marketing hire at Parachute Home and built the brand from the ground up.Parachute Home is an emerging brand in the home goods category with a range of products.    The brand started out of a home office/showroom in Los Angeles with a DTC presence.Foujan and her team realized people love touching the bedding fabrics, which was a different experience from the typical plastic-wrapped sheets.From that experience, she saw immense value in having customers touch and feel products.It's a differentiator and a brand experience.  That home showroom expanded to 26 brand stores.  These stores are in major markets where DTC buyers or the customer demographic is concentrated. Parachute invests a lot of energy in making that experience feel like being in someone's home. In the last year, they have invested heavily in experiential marketing, hosting over 200 events, which have generated sales and strong brand affinity.Foujan defines omnichannel: “Be wherever the customer wants to shop”.To that end, Parachute has wholesale distribution with Crate & Barrel, Nordstrom, and Bloomingdales.In addition to their DTC presence and owned retail locations.Foujan shares that wholesale is a double-edged sword.She has very little insight into who their customers are, but wholesale brings a big uplift in brand awareness. Foujan suggests entering retail with small tests with a limited selection of SKUs.And monitoring sell-through, DTC cross-over, and brand lift to determine the next steps.   Brand awareness is the leading indicator, whereas the DTC cross-over as measured through the post-purchase survey is the lagging indicator.Keeping a consistent brand experience across channels is of paramount importance.Foujan and her creative team run brand training during onboarding and invoke the brand regularly. Foujan is excited that brand marketing is back in the forefront in the wake of iOS 14 privacy changes and the sunset of the growth at all costs era.Without a brand, growth and performance marketing are just flashes in the pan.That sentiment is stronger than ever.Thanks, Foujan for sharing your story and perspective!#omnichannelmarketer #retail #brandmarketing

Meet your customer where they want to shop. On the latest episode of the Omnichannel Marketer, I had the pleasure of talking with Sarah McNamara, Executive Vice President & General Manager at Peter Thomas Roth Clinical Skin Care and Naturally Serious Skin.Sarah is a beauty industry veteran, having worked at Unilever, L'Oreal, and grew her own beauty brand, Miracle Skin Transformer to $35M in revenue before selling it.Now she oversees Peter Thomas Roth.Peter Thomas Roth started in a doctor's office, but is now a retail powerhouse. It was one of the first brands to launch with Sephora when it came to the US market, and also is present in Sephora locations around the world. Other key channels for Peter Thomas Roth are Ulta Beauty, Amazon, and QVC. Sarah's philosophy is that you need to be where the customer is. That is highly dependent on demographics. PTR is a legacy brand that historically skews to an older demographic.So retail and QVC are big channels for them. Each channel has a unique offering for the demographic that frequents it. And the spread in Ulta is very different from Sephora. She loves department stores herself, but sees it as a shrinking business. Beauty is constantly evolving and experiencing unprecedented digital change. As Sarah says, “You snooze, you lose.” To that end, PTR also has a DTC presence and is active on social media to cater to some Gen X, Z, and even Alpha customers. Her team is actively tinkering with Tiktok shops. She was also relatively early to Amazon, compared to Clinique, another legacy brand that only launched on Amazon a few weeks ago.Sarah views the DTC site as a window into the brand and is in midst of an exciting website revamp going live in August. The PTR website serves loyalists, but she also realizes that every channel has its loyalists. “Some people really just want to buy on Amazon. Others only at Sephora.”At the end of the day, Sarah shares that good marketing is about “understanding where your customers are and making it easy for them to buy in those channels.”Thanks Sarah for sharing your experience and insights. #omnichannelmarketer #omnichannel

In this episode, we meet Chad Wilson, Head of Marketing at Olipop.‍Olipop is a better-for-you soda brand on a mission to make the world healthier and happier. In this episode, we discussed  growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.‍Topics coveredBrand awareness and brand storytellingEquity metrics to measure campaigns performanceUnderstanding and connecting with consumers emotionally.Structuring and organizing marketing teamsShift from D2C to retail post-CovidOmnichannel and consistencyTesting TV and out of home channels The rise of Tiktok as a marketing platform‍TakeawaysOlipop's mission is centered around an emotional connection with consumers.Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value. Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.Please let us know your thoughts about the episode!‍Where to find Chad Wilson:Linkedin: https://www.linkedin.com/in/chdwlsn/ ​Website: https://drinkolipop.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Preston Rutherford, Co-Founder of Chubbies.Chubbies was born in 2011 in San Francisco, they create men's shorts that aim to make every day feel like  Friday at 5pm, bringing that chill vibe and good times to their audience.In this episode, we discussed omnichannel business, key lessons learned, and strategies for supporting omnichannel growth.‍Topics coveredChubbies' unique and fun approach to men's shorts and activewearChallenges and misconceptions when transitioning to omnichannelCompetition in the e-commerce marketing landscapeBridge the gap between online and offline experiencesIn-store setupProduct featuresBrand advertisingMultichannel retail strategySizing, inventory management, and product dimensions‍TakeawaysChubbies journey started with selling shorts out of their backpacks in San Francisco.Chubbies started as a direct-to-consumer brand selling out of backpacks and evolved into an omnichannel brand with the help of Shopify Plus.They struggle to gain visibility and market share in a landscape dominated by major players like Amazon and Walmart.Chubbies experienced significant growth leading up to their acquisition in 2021 by focusing on omnichannel expansion. When selling across channels, Chubbies use in-store setup, product features, and advertising to bridge online-offline gaps, boosting awareness, and loyalty.The strategies for selling on Amazon and other channels have evolved over time and companies like Chubbies had experimented with different tactics.When considering an omnichannel approach for an apparel brand, it is important to acknowledge the expertise of channel partners and align goals.Please let us know your thoughts about the episode!‍Where to find Preston Rutherford:Linkedin: https://www.linkedin.com/in/prestonr/  ​Website: https://www.chubbiesshorts.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands.Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels. In this episode, we discussed  retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry.‍Topics coveredOmnichannel distribution strategyStarting in luxury retailersThe rise of Korean beautyUsing retail for profitable trialImpulse purchase price pointsImportance of social  media contentCollaborations with influencersTips for sell-through across channelsFocus on productRetail associates‍TakeawaysThe company has since expanded internationally, partnering with distributors in different countries to reach a global audience.The channel strategy has evolved over time, with a focus on expanding into new markets and reaching a wider customer base.The brand decided to initially focus on the assisted sale channel to gain credibility and educate consumers about their product category.Amazon is viewed as a place where consumers can learn about the brand and check ratings and reviews.DTC (Direct-to-Consumer) channel is used strategically to engage with consumers and gain insights.The different channels work together to reinforce each other and provide a seamless brand experience for customers.While retailers may share high-level consumer information with the brand, there is a limitation to the depth of data they can access.Building a successful business requires both online and offline presencePlease let us know your thoughts about the episode!‍Where to find Chris Hobson:Linkedin: https://www.linkedin.com/in/christopherhobson/ ​Website: https://rarebeautybrands.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 coveredConsumer experienceProduct distributionB2B approach in a DTC businessInitial launchCustomizable subscriptionsOmnichannel distributionRetail launchGen z consumerSocial media purchase motivatorOrganic channelsHow we measure our communities?Know and listen your communityOmnichannel impactStigmas‍Takeaways‍Nadya 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.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!‍Where to find Nadya Okamoto:Linkedin: https://www.linkedin.com/in/nadyaokamoto/ ​Website: https://www.itsaugust.co/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 coveredCategory creationBrand building DistributionAmazonMerchandisingTakeawaysAdaptogens 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 marketingNew category marketing requires investment in awareness to educate the marketRecess 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 retoolBeverage 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 businessAmazon'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!Where to find Benjamin Witte:Linkedin: https://www.linkedin.com/in/benjaminwitte/​Website: https://takearecess.com/ Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 coveredCategory DisruptionConsumer health trendsInfluencer and affiliate marketingOmnichannel distributionRetail velocityConsistency Measurement & incrementalTakeawaysThe 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 shelvingThe 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 productUnderstanding 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 cerealsInfluencer marketing changes when going to retail. The CTA evolves to “Buy in Sprouts,” or Target, etc. Please let us know your thoughts about the episode!Where to find Gabi Lewis:Linkedin: https://www.linkedin.com/in/gabi-lewis-88483447/​Website: www.magicspoon.comWhere to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com9:30 - 14:00

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 coveredChannel distributionOmnichannel purchase behaviorBrand store strategyOmnichannel experienceMerchandising and inventory‍TakeawaysCUTS 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. There is a ton of nuance in the store layout and merchandise presentation. Ie. depth of racks, and placements of tables.  ‍Please let us know your thoughts about the episode!‍Where to find Steven:Linkedin: https://www.linkedin.com/in/borrellisteven/​Website: https://www.cutsclothing.com/‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 coveredScalp healthCustomer educationProduct EffectivenessRetail distributionInfluencer marketingFocusTakeawaysScalp 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 visitColm 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!Where to find Colm:Linkedin: https://www.linkedin.com/in/colm-mackin-7b1ab627/​Website: https://actandacre.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 coveredOmnichannel vs. DTC experienceOlipop and Jone's Road's omnichannel presenceThe value of an omnichannel customerCustomer experience Impact of brand hype on customer purchase behaviorTakeawaysIn 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 InsightsAnother 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 itThe 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 productCustomer experience is more than support; its the entire brand experienceThe most important part of retention is acquiring the right customerCustomer experience could roll up to marketing or operations but should roll up to someone with empathy, humility, and curiosityMost brands are sleeping on retention and CXPlease let us know your thoughts about the episode!Where to find Eli:Linkedin: https://www.linkedin.com/in/eliweisss/​Website: https://www.eliweisss.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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 coveredCategory building for new productsChannel expansionStorytellingRetailingTV commercial strategyHow to get customers to upgradeTakeawaysWhen 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 storyGreat 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!Where to find Jacob:Linkedin: https://www.linkedin.com/in/jacobzuppke​Website: https://www.whisker.comWhere to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

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.TopicsDirect-to-consumer launchOmnichannel distributionLaunching retail and AmazonBridging the gap between online & offlineSampling strategyEmail marketingTakeawaysRetail brings scale to a CPG brand but is challenging bc you lose connection with the buyerGetting 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!Where to find Leslie Danford:Linkedin: https://www.linkedin.com/in/leslie-danford/​Website: https://vitaminisbrand.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

Meet Minesh Patel, CEO of Eczema Honey and Nigel Thomas, CEO of Alpha InboundEczema Honey is a skincare solution brand for people suffering eczema and sensitive skin. Alpha inbound is a digital marketing agency that specializes in health & wellness brands.In this episode,  we dive into the relationship between brands and agencies, pitching to Walmart, and navigating the transition from DTC to Omnichannel. TopicsMinesh & Nigel's founder storiesBrand x agency relationshipsPitching to WalmartPreparing for retailMerchandisingOmnichannel marketingTakeawaysThe best products are born of personal painThe best agency relationship comes from a passion for your product and family-like closenessBringing your agency to a pitch is a winning play - shows the retailer how dedicated you are and it's great intel for the agency to build and optimize campaignsOmnichannel is meeting your customers where they are or want to shopPut your best selling products forward when moving into retail, but customize the assortment to the retailer, i.e. a $30 cream will sell in Ulta Beauty not WalmartIf you are launching multiple products, try to have a “brand shop” display with all of your products merchandised together, so they don't get lost between other products. New brands should check out the Walmart Start brand accelerator Big retailers love brand with digital savvy because they can mobile digital audiences to storesTalking to local store managers about the questions customers ask can help you build great customer journeys that drive online social media grazers to storesWhen moving into retail, brand awareness becomes very important; people won't grab you off the shelf if they don't know youGetting into Walmart is the easy part, getting sales volume up and staying there is the hard partPlease let us know your thoughts about the episode!Where to find Minesh Patel:Linkedin: https://www.linkedin.com/in/mineshdpatel/​Website: https://eczemahoneyco.com/Where to find Nigel Thomas:LinkedIn: https://www.linkedin.com/in/nigelthomas-ai/Website: https://www.alphainbound.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

Meet Arjan Singh,  the co-founder of Jolie.Jolie is a beauty and wellness brand dedicated to enhancing skin, hair, and overall well-being by ensuring the purity of shower water.In this episode, Arjan talks about Jolie's brand story, the idea behind it & ways Jolie has conquered in its industry in less than 2 years.TopicsBrand story of Jolie Co-founder roles Offline marketing & salesStorytelling Influence marketingB2B distributionTakeawaysProducts are born of out of common problemsOld products can be reinvented in a new category; Jolie took a plumbing product and made it a beauty productPhase of life and left vs. right brain are ways founders can complement each otherDTC is the easiest channel to control and best for telling brand storyPeople influence people and brands should strive to create conversionA brand needs to be bigger than its product. To that end, the red thread that connects all of Jolie's campaigns is water. They have content covers thinking in the shower to surfing, oysters, and the beach. Putting a great product in the hands of the audience, is the best way to seed influenceGuerrilla marketing tactics like strategically placed stickers and truck wraps with provocative messages can drive substantial interest and conversationSome helpful B2B channels for Jolie have been hair salons and Erewhon which act as both marketing and sales channels. Jolie is also in Goop, Blue Mercury, Saks, and Nordstrom.Please let us know your thoughts about the episode!Where to find Kai Lim:Linkedin: https://www.linkedin.com/in/arjanhsingh/​Website: https://jolieskinco.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

Meet Kai Lim the co-founder of Reprise Health. Reprise Health is taking Traditional Chinese Medicine and bringing it to the masses in a gummy form. In this episode, Kai dishes on DTC website quizzes, consumer psychology, Amazon, and growing wholesale with acupuncturists.  TopicsInnovations in traditional categoriesAudience discoveryChannel selectionWholesale distributionAmazon channelBuilding Trust with consumerOffline to online connectionRetail vs. DTC packagingTakeawaysQuizzes are a great way to collect email addresses and provide personalized recommendations.A new form factor can breathe life into old categoriesDTC is a quick way to launch and learn more about your customerWholesale partners are different across categoriesAmazon can be an early channel when you see demand and low competitionIn the wellness space, relationships with healthcare professionals can be a strong credibility signal QR codes can connect your offline and online presence and provide further education and information, which is critical with new categories. In retail, packing and price points must be adjusted to optimize communication and ease of purchase. Please let us know your thoughts about the episode!Where to find Kai Lim:Linkedin: https://www.linkedin.com/in/kai-lim-946021ba/​Website: https://reprisehealth.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Christopher Jane, the CEO and Co-founder of Proper Good. Proper Good is a better-for-you meal brand that provides better quality low cost ready meals from soups to curries.Chris provides a masterclass in how to create an omnichannel brand experience across DTC & retail and much more.Topics coveredBetter-for-you categoryRole of DTC and retailPackaging designCustomer data & the retail data gapQR codes to capture audienceBrand positioning in different customer segmentsBrand ambassadors and communityTakeawaysTradition natural channel launch via local presence is time consuming. DTC presence can accelerate that time lineDTC is very hard to scale for food brands, but great for community, subscription, surprise and delight. DTC you get a ton of customer information to inform retail decisions, where the business really has legs to grow and nothing about the customer. There is a huge data gap in retail; most brands only really can know how they are performing in store. 90% of the U.S. population live within 10 miles of a Walmart. The average consumer looks at packaging for only 3 seconds in-store, so brands need to focus on communicating their most important message and make their design pop. Having an owned community is a huge asset to help you refine product and marketing materialsEmail drives tremendous amount of awareness, engagement and repeat purchase.QR codes combined with exclusive offers to capture email are a powerful way to bridge retail-DTC gap The more buyer reviews and interviews you collect, the easier it is to identify and target your key audience segmentsCommunity and brand ambassadors is a powerful platform that circumvents paid advertisingPlease let us know your thoughts about the episode!Where to find Christopher Jane:Linkedin: https://www.linkedin.com/in/chrisofthejane/​Website: https://eatpropergood.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Liz Gordon, Vice President at L Catterton. L Catterton is a the worlds largest consumer investment fund with $35B assets under management.Liz dives deep into growth investment, as well as the themes and metrics that drive investment evaluation and valuation, and much more. Topics coveredMetrics for evaluating investmentsHow current economic environments effects investingGrowth investing vs Venture investingOmnichannel strategyCohort analysis for digital brandsGood LTV and CAC benchmarksBrand behaviours with new ios changesTakeawaysL Catterton invests in fast growing consumer companiesGross margins differ by category and channel, i..e food & beverage is on average 40%, where as beauty could be 60-80%Strong category, proof points, and working unit economics are entry point metrics that L Catteron looks forGrowth investors seek lower risk and lower returns compared to venture investorsBusinesses with high propensity for repeat purchases are attractive invesmentsDigital LTV is much easier to measure than CAC; 3-5 LTV:CAC ratios are attractiveCohort analysis is cohort or how specific group of customer look like and how to track them over time on monthly basis.Omnichannel is meeting consumer where they are; brands need to diversify channels to be resilient to changes like iOS14Please let us know your thoughts about the episode!Where to findLiz Gordon:Linkedin: https://www.linkedin.com/in/liz-gordon-32438235/​Website: https://www.lcatterton.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Melanie Travis, CEO of Andie. Andie is a women's swimwear brand that has the right suit for any occasion.Melanie goes deep on pop-ups, discussing strategy, tactics, and execution.  Topics coveredStarting with DTCPop-up storesWholesale distributionLifetime value and scale in wholesale Leveraging data from DTC for retailTakeawaysDTC is great for getting to know your customerPop-up stores are a great strategy for seasonal businesses Pop-ups are great for awareness and credibility Plan pop-ups around strategic geographies LTV is easy to calculate DTC, but not so much for wholesaleWholeplannsing is about penetration and scaleWhen moving to retail, bring your best products, not all of them, and start in regions where you have have the most customers, not all of the storesYou can expect to see a geographic traffic spike around your retail expansion strategyPlease let us know your thoughts about the episode!Where to find Melanie Travis:Linkedin: https://www.linkedin.com/in/melanieytravis/​Website: https://andieswim.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Lisa Guerrera, CEO and Co-Founder of EXPERIMENT. ‍EXPERIMENT is a Gen Z focused and sustainable skincare brand that is for the chemistry-curious consumer.  ‍Lisa discusses the importance of making products people can connect with and not only making it look good (or postable!), but making sure it delivers results. Topics coveredTransforming passion into businessSkincare consumers and cultureClean makeup trendInfluencer marketingRole of TikTok, Youtube, and InstagramStarting in retail‍TakeawaysMake products that people can really relate to.Identify places of confusion for consumers and make it clear and transparent to build trust between the brand and customer.By understanding their consumers deeply, EXPERIMENT'S go-to-market was immensely social media heavy. Gifting to influencers was key to their success, as well as making influencers feel involved in the development of the product Tiktok is great for top of funnel. People trust it more than Instagram. Youtube videos have the most staying power.  Brand marketing can change culture and be part of culture‍Please let us know your thoughts about the episode!‍Where to find Lisa Guerrera:Linkedin: https://www.linkedin.com/in/lisa-guerrera/  ​Website: https://experimentbeauty.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Adam Bremen, Founder of Can Do. Can Do is a company that makes Keto snacks. Adam highlights his inspirational founder story fueled by his passion for people and a healthy lifestyle.Topics coveredAdam's passion for people, inspiration, and empowerment Keto diet and Healthy lifestylesAdam's ability to connect to othersRetail expansionThe challenges that come with running a remote business.Takeaways‍Focus on what you can do, not what you can'tYou need to have a data story every step of the wayBe a people business first, and food business secondYou need to have a plan. Preparation is the key to success You should strive to be a team with distributors and retail partnersIf your business is nurtured, it will grow. Please let us know your thoughts about the episode!‍Where to find Adam Bremen:Linkedin: https://www.linkedin.com/in/adambremen/ ​Website: https://tastecando.com/ Instagram: https://www.instagram.com/adam.cando/‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Emma Chozick, Head of Community and Curation at Thingtesting. ‍Thingtesting is a consumer product discovery and review website, i.e Yelp for CPG. ‍Emma highlights the importance of engaging with your brand's community and establishing connections.Topics coveredThe importance of identifying who the consumers and stakeholders areHow the Thingtesting community is engaged and utilized by the company.What are brands doing right when it comes to being omnichannel? ‍TakeawaysIt's important for consumers to feel heard by brands and connected to them in a genuine way.Conversation and communication is vital! Create one with your customers who spend the most time on your platform and get their insight on different things you (as a brand) want to try.Successful brands meet their customers where they are whether that be on TikTok or any other platform. This creates visibility and also gives the brand exposure to other potential customers. Being self-aware and knowing when something is not working; don't waste any more time on it.  Any mistake is reversible when working on an online platform. Be confident in your choices. ‍Please let us know your thoughts about the episode!‍Where to find Emma Chozick:Linkedin: https://www.linkedin.com/in/emmachozick/ ​Website: https://thingtesting.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Dylan Ceglio CEO of Chubby Snacks. Chubby Snacks is a better-for-you alternative to peanut butter and jelly sandwiches. Dillon shares how he went from a modest upbringing to a digital agency owner to a healthy snack brand founder. Other topics covered in this episodeTrademark protectionTransitioning from DTC to retail Retail distributionDigital Marketing for retailKey TakeawaysDon't reinvent the wheel with business models that workKeHE and UNFI are key distributor relationships in the retail distribution model Tradeshows are a great way to get in front of retail buyersGeotargeting is key to retail digital marketing campaigns Put 80% of your efforts into 20% of your stores where its key to move the needlePlease let us know your thoughts about the episode!Where to find Dillon Ceglio:Linkedin: https://www.linkedin.com/in/dillon-ceglio/​Website: https://www.chubbysnacks.co/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Anouck Gotlib, CEO of Belgian Boys. ‍Belgian Boys is a company that sells a variety of breakfast foods and desserts that are made with non-GMO ingredients. ‍Anouck gives some fascinating insight on how her brand has pioneered a new breakfast category and what stands out to customers. Topics coveredThe importance of visual design in bringing products to lifeIdentifying what your customers want out of your productHow Belgian Boy moved from the frozen breakfast section to the dairy refrigeratorTapping into what is popular amongst younger generations as a way to expand the audience of the brand Connect with users as a way to elevate your brandHarmony within the brand is vital‍TakeawaysA new brand needs to be fresh and bold to stand out from the crowd.When building a brand, you are creating a mission that your audience can experience.Breakfast products are evaluated based on taste, convenience, and ingredients.Making the lives of your customers easier is a priority with consideration of ingredients.DTC is a go-to-market model that doesn't really work for refrigerated products.It's important to do what makes the most sense for your brand. Look to media platforms like TikTok and use the trends as a way to create products. Word of mouth is a very powerful tool, especially in the parent community.‍Please let us know your thoughts about the episode!‍Where to find Anouck Gotlib:Linkedin: https://www.linkedin.com/in/anouck-gotlib ​Website: https://www.belgianboys.com/ ‍Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it ‍SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Phil Jamison, VP of North American Sales at Beatbox Beverage. Beatbox Beverage is a party punch beverage brand. Party punch is a fruit-flavored non-carbonated alcoholic beverage. Phil shares a masterclass in alcohol distribution and how to build a powerhouse alcohol brand.Topics coveredWine/liquor vs. beer distributionsBuyer researchSocial media  for an alcohol brandGetting share of mind with distributors Online alcohol sales TakeawaysThere is more focus on merchandising at the local level in beer distribution (vs. wine/liquor)Don't try to be something you are not; know your demographic and career to them.Getting your distribution sales pitch is a powerful sales leverAlcohol distribution is 100% relationship-drivenIf you don't have relationships, make sure you have data and a differentiated storyStart small and focus on building trust.Alcohol brands can sell online, but it's highly regulated. Consequently, it's a very small part of sales.Please let us know your thoughts about the episode!Where to find Scout Brisson:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/​Website: https://drinkdesoi.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Scout Brisson, CEO of De Soi. De Soi is a non-alcoholic beverage brand made with natural adaptogens.Scout gives a deep dive on what it's like to create a new category and some of the benefits of being a celebrity-led brand. Topics coveredNon-alcohol categoryNew category creationRole of DTCCelebrity brandsLiquor vs traditional distributionTakeawaysNon-alcohol category is young and has a lot of room to growNew categories require education at every touch point in the funnelDTC and retail are connected flywheel, not separate funnelsIt takes 7 brand touchpoints to breed familiarity and desire to buyGoPuff, BevMil, Boisson and Faire are all helping De Soi expand distribution thoughtfullyCelebrities can bring audience, content, brand awareness, unique giveaways, and warm introductions to high-end restaurants/barsFind distributors who rep multiple brands and can work on commission Please let us know your thoughts about the episode!Where to find Scout Brisson:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/​Website: https://drinkdesoi.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Menaka Gopinath, president and COO of Graf Lantz. Graf Lantz is a bags and accessories company that uses durable and sustainable materials like wool felt, leather, hemp, and canvas.Menaka shares her insights and perspective on building whole in the boutique channel and building loyalty programs. Other topics covered in this episodeSpecialty boutique channelWholesale distribution strategyB2B sales to hospitality and corporate Customer loyalty (19:40 - 22:45)Key TakeawaysThe boutique channel is relationship-drivenDisplays, optimized packaging, starter packs, and education make it easier for boutiques to sell your productStart slow with new sales channelsLoyalty programs aren't just about points and rewards, but creating exclusive brand engagement opportunities like meeting the founder or access to limited edition productsPlease let us know your thoughts about the episode!Where to find Menaka Gopinath:Linkedin: https://www.linkedin.com/in/menakagopinath​Website: https://graflantz.comWhere to find Kait Stephens:Linkedin: https://www.linkedin.com/in/menakagopinath/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Jess Cervellon, Head of Customer Experience at Feastables. Feastables is a better-for-you snack brand from Mr. Beast, the #1 creator on Youtube. Jess shares her perspective on Customer Experience and how she is driving engagement and building community at Feastables. Other topics covered in this episodeCreator-led brandsQR Codes ExperiencesSweepstakesCustomer experienceText and chat botsSurveying retail customers  Key TakeawaysRetail provides accessible pricing options for DTC products, i.e. ability to buy a single bar vs. 10-packFor Feastables, retail also expanded word of mouth outside the Youtuber segment QR codes bridge the gap between digital and physical for FeastablesSweepstakes are a great way to drive engagement with QR codesCustomer experience is more than support; it's community building and digital experience tooFeastables is using SMS and webchat in fun and creative ways to drive engagement Brands can learn more about their retail customers with a QR code / survey combinationPlease let us know your thoughts about the episode!Where to find Jess Cervellon:Linkedin: https://www.linkedin.com/in/jess-cervellon/​Website: https://feastables.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Jamie Roller, Associate Director of Growth Channels at Dr. SquatchDr. Squatch is a men's natural personal care brand, best known for its soaps and deodorants. In this episode, Jamie shares a deep dive in how Dr. Squatch, a $100M+ soap brand is approaching and managing the Amazon marketplace channel.  Other topics covered in this episodeTransitioning from DTC to OmnichannelThe growing role of AmazonOffensive and defensive Amazon strategiesMarketplace pricingKey TakeawaysPaid Youtube and Tiktok ads to DTC drive brand search volume on AmazonRetail and Amazon are difficult to measure Brands should consider PPC ads on Amazon to define their search positionsMake sure to test and learn to figure out what works for your brandInvestments in Amazon merchandising drive growth in customer LTVIn addition to CAC / LTV ratio look at the payback periodPlease let us know your thoughts about the episode!Where to find Jamie Roller:Linkedin: https://www.linkedin.com/in/jamieroller/​Website: https://drsquatch.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Dale Mason, International Sales Manager at Tooletries. Tooletries makes silicon grooming tools that are stylish, clever, and bespoke. In this episode, we hear went from packing orders in a shed back in Australia to global retail distribution.Other topics covered in this episodeThe Sales role in a CPG companyInternational sales distributionIndividual retailer sales strategyRole of packaging in salesMerchandisingKey TakeawaysMen's grooming is a $9.5B marketA big component of retail success is finding win-win positions in the planogram Turn retail success into case studies for selling future partners and improving placementPackaging design can play a part of the retail sell-through strategyMerchandising needs to evolve cardboard displays to touch screens to truly drive in-store engagementPlease let us know your thoughts about the episode!Where to find Dale Mason:Linkedin: https://www.linkedin.com/in/dale-mason-4ba76059/​Website: https://tooletries.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Vladimir Vukicevic, co-founder and CEO of Better & Better. Better & Better is a vitamin-infused toothpaste designed to remove the need for taking pill vitamin supplements..Other topics covered in this episodeTurning personal pain into a passion projectSerial entrepreneurshipRole of Amazon in personal careProduct differentiationRole of press Market education Key TakeawaysDistill your value proposition down to as few core benefits as possibleYour website is the channel that gives the most storytelling powerAmazon is a powerful channel for personal care and hygiene productsRetailers like products with unique positioning and compelling storyPress is a great credibility signal for getting into retail Use credible sources to tell your brand story Please let us know your thoughts about the episode!Where to find Vladimir Vukicevic:Linkedin: https://www.linkedin.com/in/vukicevic/ ​Website: ​ https://betterandbetter.com/ Instagram: https://www.instagram.com/becomebetterandbetter/ Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Courtney Toll, the founder, and CEO of Nori. Nori in an innovation on the traditional iron that has the form factor of a hair straightener. In this episode, we hear how Nori was born from Courtney's own pain and went from no product to over $5M in sales in 2 years..  Topics covered:Product innovationCustomer pain pointsDefying iOS 14 changes with DTC and Meta Amazon launchesIn-store demosAdding consumable parts to productsTakeaways: Great product opportunities lay in categories that are boring and lack innovationCustomers are likely to resonate with products that demonstrable and solve an acute painA brand should have an appropriate spend level where acquisition is profitable, there is sufficient data to learn and improve ROASSeasonal buying periods are a great time to launch Amazon. Amazon has its own ecosystem of influencers and affiliate partnersNew form factors need to be tried out in the storeOmnichannel is not just distribution, it's marketing tooPlease let us know your thoughts about the episode!Where to find Courtney Toll:Linkedin: https://www.linkedin.com/in/courtney-toll-442602116/​Website: https://nori.co/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Josh Ellis, the founder, and CEO of WithCo Cocktails. WithCo Cocktais is a non-alcoholic cocktail mix brand made from fresh juices and botanicals. In this episode, we hear Josh's journey from selling cars, insurance, and real estate to launching a cocktail mix brand.   Other topics covered in this episodeGoing all in on entrepreneurshipImpact of COVID on alcohol brandsLiquor vs. CPG brad & distributionCustomer discoveryGrowth at all costs vs. efficient growthOn-premise distribution in the hospitality channelThe non-alchoholic beverage trendLaunching in Target & CVS  Key TakeawaysTheres no comfort in the growth zone, and no growth in the comfort zone. Going viral can be a blessing and a curseDeeply understanding your customer is the answer to many business problems Entrepreneurship comes with a lot of difficult decisionsCommunity can build your business without heavy spend on advertising (34:43 - 36:20)You are going to strike out more than you hit the ball, but don't stop trying (~40ish)Please let us know your thoughts about the episode!Where to find Josh Ellis:Linkedin: https://www.linkedin.com/in/moderndayleader/​Website: https://www.withcococktails.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Bani Bahari, CEO and co-founder of OffCourt an athletic deodorant brand.  OffCourt is a performance body spray focused on those who love the active lifestyle.  We will learn how Offcourt started launched with an Amazon and wholesale combination.  Other topics covered in this episodeEfficient growthWholesale distribution in the gym channelField sales and marketingKey TakeawaysIn 2023, brands should be profitable from day oneAmazon works great when you have an underserved marketGyms are a great discovery channel for the right productWholesale distribution is profitable but field sales doesn't scale quicklyPlease let us know your thoughts about the episode!Where to find Bani Bahari:Linkedin: https://www.linkedin.com/in/bani-bahari/ ​Website: ​ https://offcourt.com/ Instagram: https://www.instagram.com/offcourt_official/ Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Alison Cayne, the founder, and CEO of Haven's Kitchen. Haven's Kitchen is a fresh sauce brand with sustainable squeezable pouch packaging. In this episode, we hear Alison's journey from starting a cooking school to launching CPG brand.   Other topics covered in this episodeThe Expo West trade showDistributing fresh vs. shelf-stable productsRetail 1st Perspective of OmnichannelThe role of a brands websiteKey TakeawaysYou don't need a booth at Expo West to drive business resultsEvery channel should have an objective (11:47)Fresh foods have limited channels for distributionThe website is a critical educational tool for brandsQR codes are a great tool to send buyers to web-based product educationConsumers want you to be in the same part of the store in every retailerChannels should be complementary flywheels, not separate funnelsSolve a problem for your customer and make them a heroPlease let us know your thoughts about the episode!Where to find Alison Cayne:Linkedin: https://www.linkedin.com/in/alison-cayne-223b0b14a/​Website: https://havenskitchen.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Melissa Minkow, Director of Retail Strategy at CI&T Melissa got started at Target and spent a combined eight years in consumer research roles at Gartner and CI&T. She is also a RetailWire BrainTrust Expert and RETHINK Retail Top 100 Influencer She will deep dive into what it means to be an Omnichannel brand in 2023. . Other topics covered in this episodeConsumer shopping experience and insightsBeing an Omnichannel brandThe role and value of different channelsOmnichannel data and analytics Key TakeawaysBrands need to be “Everything, Everywhere, All at Once.”Each channel has a purpose, i.e. DTC for education, and marketplace for price.Those channels still need to complement and supplement each otherData across channels needs to be available in a single placeUnderstand the shopper journey to create a winning strategyPlease let us know your thoughts about the episode!Where to find Melissa Minkow: Linkedin: https://www.linkedin.com/in/melissa-minkow/ ​Website: ​ https://ciandt.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Kun Yang, co-founder, and CEO of Pricklee. Pricklee is a hydration beverage made from the prickly pear cactus.. In this episode, we learn how Kun and his co-founders went from being healthcare workers to launching a hip beverage brand that is launching in Sprouts nationwide.Other topics covered in this episodeDeveloping playbooksStimulating brand discoveryThe era of captial efficiencyLaunching in SproutsInhouse demo team vs. agencyKey TakeawaysBrands need to find a unique playbook, not mimic othersStimuling discovery is key for brands in new categoriesToday's brands need to be capital efficient A successful launch takes time and focusPlease let us know your thoughts about the episode!Where to find Kun Yang:Linkedin: https://www.linkedin.com/in/kyang2/​Website: https://pricklee.com/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Angie Tebbe, the founder, and CEO of Rae Wellness. Rae Wellness is womens supplement brand focused on accessibility. In this episode, we hear about Angie's 13 years of experience at Target and how she married that with her upbringing to launch Rae Wellness Other topics covered in this episodeKnowing your strengths and weaknesses Omnichannel brand experienceUnderstanding the buyer's journey with dataMaking choices that drive incremental impactKey TakeawaysNothing matters more than listening to your customerThe customer doesn't know what's wrong but knows something isn't rightIt's not about being everywhere, it's about selling throughA buyers journey with a hundred touchpoints can look like a hurricane, focus on the top 3 conversion pointsBalance quantitative and qualitative data to get the full storyContent and community make buyers feel like part of something bigger than buying a productPlease let us know your thoughts about the episode!Where to find Angie Tebbe:Linkedin: https://www.linkedin.com/in/angie-tebbe-5867996/​Website: ​https://raewellness.co/Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Yannis Varellas, the founder and CEO of OLYRA organic breakfast biscuits. We will learn how Yannis Varellas combined his family business which has been operating for five generations in Greece, with his science background to launch OLYRA. Other topics covered in this episodeGoing retail first, DTC secondHaving great customer experience in DTCHaving an integrated supply chainCapital intensive nature of CPG Key TakeawaysPlay to your strengthsSuccess requires a lot of testing and learningYou need to be in the top 25% of your product category to win retailCreate brand awareness around geographic distributionManage your working capital to grow your brand Please let us know your thoughts about the episode!Where to find Yannis Varellas:Linkedin: https://www.linkedin.com/in/yannis-varellas-ouzounopoulos-8b3ba643/?originalSubdomain=gr ​Website: ​ https://olyrafoods.com/ Instagram: https://www.instagram.com/olyrafoods/?hl=en Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com

In this episode, we meet Michael Wieder, co-founder of Lalo. Lola is a baby brand for modern parents. It was conceived to alleviate the overwhelm of shopping for baby products and to celebrate milestones and memories of being a parent. We will learn how Michael and the Lalo team are obsessed with customer experience and how they leveraged their DTC channel to build a strong relationship with the customer.  Other topics covered in this episodeOutsourcing your brand to an agencyMapping the different types of customers and their channelsUnderstanding the circular loop of customer purchaseThe importance of customer education and experienceHow to get the timing right when expanding channels  Key TakeawaysUnderstand the key problem you are solving with your productAs founders, you need to tell the story of the brandAll businesses have failures, it's important to learn from themRetail expansion timing is all about brand scale, market share and awarenessShowing up for customers wholeheartedly to make their experience easier will help your brandComparison with other brands is counterproductivePlease let us know your thoughts about the episode!Where to find Michael Wieder:Linkedin: https://www.linkedin.com/in/michael-wieder-1a712515/ ​Website: https://www.meetlalo.com/ Instagram: ​ https://www.instagram.com/lalo/?hl=en Where to find Kait Stephens:Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/Website: www.brij.it SUBSCRIBE TO THE OMNICHANNEL MARKETERwww.theomnichannelmarketer.com