Is everything moving online now? With e-commerce, subscriptions, delivery services — not to mention free shipping more popular than ever — one might wonder if consumers still need to go out and shop.
The short answer is yes. Consumers continue to flock to brick-and-mortar stores, and most purchases are made offline. According to the US Census Bureau , online sales accounted for 15.1% of total sales in the first quarter of 2023 .
CPGs that do not have a brick-and-mortar
presence could miss out on revenue opportunities. So if you’re a brand that’s done business primarily online, it might be time to explore brick-and-mortar opportunities.
To help you achieve this, here’s an overview of digital brands that have successfully launched offline initiatives.
1. Honest partners with Target to get additional distribution
Linking up with existing australia whatsapp number data retailers can help CPGs expand their distribution. One example of a brand that has done this is Honest, a CPG company founded by Jessica Alba that sells baby, personal care, and home products. In 2014, Honest partnered with Target to launch its products nationwide.
The team event was a success. Honest products are still sold at Target, and the brand’s selection has nearly doubled since 2014. Earlier this year, the two companies announced that Honest Beauty, Alba’s skincare and makeup line, is also coming to Target. Podle LA Times , this partnership has “the potential to double the brand’s volume by adding at least another $8 million to $10 million through targeted exposure.”
Key Takeaway: See if distribution through established retailers would work for your brand. However, if you choose to go this route, you need to úzce Include them in the planning process and set common goals.
Another tip? Don’t make it difficult for sellers to carry your brand.
“If you want to go retail
make sure you make it easy for retailers to take a chance on your brand. Keep it to the bare minimum to encourage them to take a we are not here to fail chance on you.” – Kat Rosati, Brand Manager at Clothes Enhancer
Here’s one more pointer: expand cmo email list your partnership. Announce it to the press and share important milestones. For Target and Honest’s first anniversary, Alba threw a party complete with co-branded decorations. When Honest Beauty launched in March 2017, Target covered the announcement in a blog post and interviewed Alba.