This episode dives into how ecommerce brands are strategically navigating global trade challenges like tariffs and building robust customer loyalty programs. It offers actionable insights on optimizing SKU management, leveraging DTC data for wholesale expansion, and developing loyalty initiatives, using Hanna Andersson's successful program as a case study. A must-listen for operators looking to refine their retail and customer retention strategies.
Key takeaways
Implement tariff surcharges or surgically cut SKUs to mitigate the impact of tariffs, considering competitor's reactions to marketing spend.
Utilize insights from your DTC channel to inform and strengthen your pitches to wholesale retailers.
Develop a comprehensive customer loyalty program that focuses on retention and increased customer lifetime value, as demonstrated by Hanna Andersson.
Explore strategic partnerships and wholesale opportunities to introduce your brand to new customer segments and expand market reach.
Assess your marketing spend in relation to competitors; consider maintaining or increasing investment while others pull back to gain market share.
On this week's episode of the Modern Retail Podcast, the staff is going deep into modern marketing strategies.
First up, executive editor Anna Hensel and senior reporter Gabriela Barkho talk about what was top of mind for executives at the Modern Retail Marketing Summit. Tariffs -- and how to respond to them -- were a hot topic of discussion. Marketers batted around ideas like adding a tariff surcharge to orders, pressing pause on some collaborations to save resources and taking a surgical approach to cutting SKUs. In some cases, they are still pushing forward on marketing spend while competitors pull back.
Speakers from brands like Oura, Chobani and Bark also talked about their approach to growing their retail businesses, as they use insights from their DTC business to inform their pitch to retailers, and use their wholesale businesses to introduce themselves to new types of customers.
Then, in this week's featured segment (19:42), Hanna Andersson's chief customer officer, Lisa Perlmutter, talks about how the premium children's apparel brand built its first-ever loyalty program.
Frequently asked about this episode
What does this episode say about retail & omnichannel?
Implement tariff surcharges or surgically cut SKUs to mitigate the impact of tariffs, considering competitor's reactions to marketing spend.
What does this episode say about customer retention?
Utilize insights from your DTC channel to inform and strengthen your pitches to wholesale retailers.
What does this episode say about supply chain & operations?
Develop a comprehensive customer loyalty program that focuses on retention and increased customer lifetime value, as demonstrated by Hanna Andersson.
What does this episode say about dtc strategy?
Explore strategic partnerships and wholesale opportunities to introduce your brand to new customer segments and expand market reach.
What does this episode say about retail & omnichannel?
Assess your marketing spend in relation to competitors; consider maintaining or increasing investment while others pull back to gain market share.
