For FMCG founders in Australia, this episode provides a powerful playbook for cracking big box retail giants like Coles and Woolworths. Learn how to navigate the complexities from product adaptation and pricing strategies to supply chain integration and in-store performance, ensuring your e-commerce success extends into a thriving omnichannel presence without cannibalization.
Key takeaways
Understand that pack size, price point, and visual communication need significant adaptation for retail environments compared to e-commerce, focusing on regular basket inclusion and in-store visibility.
Develop a deep understanding of retail operations, including calculating margin vs. markup, pricing architecture, supply chain integration, and barcoding, as these are critical for supermarket success.
Leverage your brand's existing e-commerce and social proof as a strong foundation, but be prepared to build a separate retail strategy that accounts for the unique demands and opportunities of brick-and-mortar.
Recognize that while retailers like Coles and Woolworths are critical for scale, maintaining control over your brand messaging and product strategy requires expertise and strong advocacy within their category management frameworks.
Explore strategies to prevent cannibalization between your e-commerce and retail channels, understanding that adjusted product offerings and pricing can allow both to thrive in tandem.
Free SEO Audit Here Ranged - Contact Them Here Connect With Jess on LinkedInReady to take your FMCG or eCommerce brand from DTC darling to retail powerhouse?In this must-listen episode, Jessica Gordoun, Managing Director of Ranged, reveals the exact strategy her team uses to get challenger brands like Funday and Muscle Nation stocked in Coles, Woolworths, Chemist Warehouse, and Costco, and keep them there.Whether you're bootstrapping an eCom brand or already hitting 7-figures online, this episode is your unfair advantage to land on the shelves of Australia’s biggest retailers.What retail buyers actually care about (hint: it’s not your Instagram following)Why most eCom brands fail in retail, and how to avoid itThe one mistake that can kill your range review before it startsHow brands like Funday hacked the Woolworths system in 3 monthsHow to tailor pack size, price point & marketing for omnichannel successW
What does this episode say about retail & omnichannel?
Understand that pack size, price point, and visual communication need significant adaptation for retail environments compared to e-commerce, focusing on regular basket inclusion and in-store visibility.
What does this episode say about supply chain & operations?
Develop a deep understanding of retail operations, including calculating margin vs. markup, pricing architecture, supply chain integration, and barcoding, as these are critical for supermarket success.
What does this episode say about brand & content?
Leverage your brand's existing e-commerce and social proof as a strong foundation, but be prepared to build a separate retail strategy that accounts for the unique demands and opportunities of brick-and-mortar.
What does this episode say about dtc strategy?
Recognize that while retailers like Coles and Woolworths are critical for scale, maintaining control over your brand messaging and product strategy requires expertise and strong advocacy within their category management frameworks.
What does this episode say about retail & omnichannel?
Explore strategies to prevent cannibalization between your e-commerce and retail channels, understanding that adjusted product offerings and pricing can allow both to thrive in tandem.
