Beyond DTC: Why Retail Could Be Your Brand’s Secret Weapon.
When building your marketing plan, choosing the right route to market is crucial. ‘Place’—one of the 4Ps (Product, Price, Promotion, and Place)—deserves serious consideration. You can build mental availability through social media, sampling, and advertising, but if people can’t easily buy your product or find the shopping process frustrating, your brand won’t reach its full potential
Right now, subscription services and DTC (Direct-to-Consumer, e.g. your own website) are all the rage. But is this really the best place for your consumers and shoppers?
Susan Allen Augustin, Co-founder of Here we Flo, knew from the outset that her brand was made for retail. Why?
Because no matter how well someone knows their cycle, periods have a way of catching people off guard. It’s not something most plan ahead for, which is why 70% of period product sales are convenience purchases from grocery stores.(Source: Start Up Marketing Stories Podcast)
Source: Here we Flo
Launching into grocery retail can feel overwhelming. With so many brands fighting for shelf space, how do you stand out? The founders of Here We Flo tackled this head-on. Without a big advertising budget, they focused on packaging. Tampons in an ice cream tub? Sounds bonkers, right? But it stopped shoppers in their tracks. It was disruptive, memorable, and cleverly tapped into the sweet cravings that often accompany periods.
Amelia Christie-Miller, founder of Bold Bean Co., is doing something similar in the beans category. Moving beyond DTC and specialist retailers, and into Waitrose, Tesco, Sainsbury’s Ocado and Amazon, she’s on a mission to make people obsessed with beans.
Traditionally, beans come in tins and are often seen as dull and uninspiring. But Amelia knew she needed more than just great-tasting beans without additives or artificial colouring—she needed a bold move. So, she ditched the tins and launched her beans in jars instead. The result? A product that stands out on the shelf and sparks curiosity, helping to build a strong brand connection.
So, as you build your brand, think carefully about where and when your customers will buy your products. Your website might be a great starting point, but if your consumers typically buy products like yours in physical stores, you need to be there too.
Looking to unlock these insights for your brand? Get in touch—I’d love to help you realise your true potential.