How To Keep The Cohesion of Your Brand & Messaging When Going from D2C To Retail

7-Figures & Beyond - An Ecommerce Marketing Podcast For 6 & 7-Figure Brands

In this episode of the 7 Figures and Beyond podcast, Greg Shuey interviews Alex Vailas, Senior Vice President of Brand Marketing for Dyper.com. Alex discusses her background and the rapid growth of Dyper.com, a plant-based diaper company, over the past five years. Initially focused on direct-to-consumer (DTC) sales through their website and Amazon, Dyper.com has expanded into retail, including major stores like Walmart and Whole Foods. The conversation centers on the challenges and strategies involved in maintaining cohesive brand messaging while transitioning from DTC to retail.

Alex explains that a significant challenge in the transition to retail was adapting their packaging for the retail environment. Their initial packaging, designed for online sales, did not effectively communicate the brand’s value proposition on store shelves. This led to confusion among consumers, who often misinterpreted the brand name and doubted the efficacy of their eco-friendly products. Through quick adjustments and extensive consumer research, Dyper.com rebranded their packaging, emphasizing their name and product benefits more clearly, which improved brand recognition and trial rates in retail stores.

Greg and Alex also discuss the importance of consumer research and strategic planning in making the leap to retail. Alex emphasizes the need for both quantitative and qualitative consumer insights to understand how packaging and messaging resonate with shoppers. She also highlights the necessity of benchmarking brand awareness and consideration before entering retail to measure the impact accurately. Moreover, aligning organizational goals and ensuring clear communication within the team are vital steps in maintaining brand cohesion across different sales channels.

The podcast concludes with a discussion on the importance of personalized customer experiences and the future of retail. Alex notes that while retail offers significant growth opportunities, DTC channels have the advantage of providing a more personalized shopping experience. Dyper.com's development of an app tailored to the needs of their customers is an example of leveraging technology to enhance engagement and retention. Looking ahead, Alex predicts that retail will continue to grow due to its price advantages, but DTC will remain strong due to its ability to offer unique, personalized experiences. She advises brands to carefully strategize their retail entry and prioritize maintaining their core values and customer focus.
Episode Links
Greg Shuey LinkedIn: https://www.linkedin.com/in/greg-shuey/

Alex Vailas LinkedIn: https://www.linkedin.com/in/alexandra-vailas/

Dyper.com: https://dyper.com/
https://www.stryde.com/how-to-keep-cohesion-of-brand-d2c-retail/

Luvut

1. Launching E-Commerce Brand Into Retail (00:00:00)

2. Navigating Brand Alignment in Retail (00:11:19)

3. Preparing Your Brand for Retail Success (00:21:10)

4. Creating Cohesive DTC and Retail Experiences (00:31:57)

5. New Tech Company (00:38:53)