Mastering Retail: Wholesale Strategies for Brand Success with Wizz Selvey (episode 506)
Wizz Selvey is a powerhouse with a constant stream of ideas and insight (that’s what her clients say!). She helps brands navigate the retail space in the UK, helping them stand out, build brand awareness, and grow through both DTC sales and retail partners. Wizz and I have been sharing tips on LinkedIn for AGES so it’s great to finally be able to chat – AND to bring that chat to all of you.
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Dive in:
[05:26] Diversifying sales channels can boost profits.
[08:48] Strategic approach to retail distribution takes time.
[12:13] Proving customer demand is crucial for buyers.
[15:42] Continual awareness building for successful sales process.
[18:56] Plan launch strategies and drive consumer awareness.
[21:56] Retail takes time, but offers opportunity.
[23:18] Listen to Wizz’s Top Tips!
Diversify Your Sales Channels
While DTC has been a popular strategy, relying solely on it can be risky. Incorporating retail into your sales channels can significantly boost brand visibility, reach a wider audience, and reduce customer acquisition costs. It’s about creating multiple avenues for customers to discover and purchase your product.
Understand Your Target Retailers
Not all retailers are created equal. Identifying retailers that align with your brand’s image and target customers is important. Research their customer base, values, and product assortment to ensure a good fit. Building relationships with buyers is also essential to secure shelf space. These relationships are critical for securing distribution deals and ensuring that a brand is well-represented in retail environments. So it’s not just about getting your product on the shelves but also about maintaining a strong partnership with the retailer.
Adapt to Changing Consumer Trends
Staying adaptable and responsive to changing consumer trends is necessary for long-term success. The retail industry is ever-evolving, with trends and consumer preferences shifting frequently. Wizz’s experience in buying across various categories taught her the importance of being agile and adapting strategies to meet the changing demands of consumers. Brands that can quickly adapt to trends are more likely to sustain their growth and relevance in the market.
Integrate DTC and Retail Strategies
Your DTC and retail channels should complement each other, not compete. Align marketing efforts, promotions, and product offerings to create a cohesive brand experience across all platforms. This integration can enhance brand loyalty and drive overall sales.
Patience and Persistence are Key
Breaking into retail is a marathon, not a sprint. Be prepared for rejections and setbacks. Continuously build brand awareness, nurture relationships with buyers, and adapt your strategy based on feedback.
eCommerce Book Top Tip
- The Company I Keep: My Life in Beauty by Leonard A. Lauder
eCommerce Traffic Top Tip
- Wizz believes focusing on building brand advocates through customer loyalty programs and rewards is an often overlooked yet highly effective marketing strategy for driving traffic and generating free PR.
Tool Top Tip
- The urgent important matrix
Carbon Top Tip
- Wizz says that optimising packaging for both eCommerce and retail can be complex due to different requirements. Brands should carefully consider the environmental impact of this process.
Interview links
- Check out Wizz & Co.
- Get inside Wizz’s online training program, “WHAT RETAIL BUYERS LOOK FOR” and use the code CHLOE at checkout for free access
- Sign up for Wizz’s newsletter on retail and consumer trends
- Learn how to pitch to buyers and launch your dream retailer with Wizz’s framework
- YouTube
- Wizz on LinkedIn
Related Episodes
- Getting your first 400 wholesale accounts with Bare Kind’s Lucy Jeffrey (episode 402)
- How to grow a Shopify Yoga brand including Wholesale with Valka Yoga’s Danny Garg (episode 467)
- How to Build Trust in a Crowded Marketplace with Chilly’s Bryony Tagg (episode 501)
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Have you yet downloaded our ebook?
To celebrate reaching Episode 500 we’ve created an EPIC eCommerce success-focused ebook.
Packed with FIVE HUNDRED Top Tips about how to make your eCommerce store more profitable.
Featuring the advice of many, many past guests, alongside industry experts and many from you – our listeners.
Chloe has checked every single tip, and organised the whole thing into sections for you.
Making is super easy to dip and dip out and take inspiration as and when you need it.
This ebook needs to be sat on your desktop – or (even…) printed and sat on your desk.
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Full transcript to read & download:
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