The Omnichannel Tide Raises All Your Channels | Hilary Quartner | Hilma
Honest Ecommerce · with Hilary Quartner · November 22, 2021 · 29 min
Summary
Hilma co-founder Hilary Quartner shares her journey building a natural remedies brand in a market dominated by traditional CPG. This episode reveals the strategic decisions behind Hilma's omnichannel approach, emphasizing the synergy between direct-to-consumer and retail channels. Learn how to identify market gaps, validate product-market fit, and successfully launch a brand by understanding consumer needs and leveraging diverse sales channels.
Key takeaways
Natural product categories are growing significantly faster (8% annually) than traditional CPG (<1%), indicating a strong market opportunity for health and wellness brands.
Millennials are actively seeking natural alternatives to traditional over-the-counter (OTC) products, with 60% distrusting pharmaceuticals, creating a clear demand for innovative brands.
Conduct extensive customer interviews, even with those unfamiliar with your product type, to deeply understand pain points and refine your product's unique selling propositions.
Embrace an omnichannel strategy that integrates both DTC and retail; being "on-shelf" and via personal recommendations (influencer/creator) is crucial for brand belief and growth.
Leverage modern e-commerce platforms like Shopify for ease of setup and rapid iteration, allowing you to launch and adapt quickly rather than waiting for perfection.
Consider Amazon as a complementary channel to reach a broader audience, even with a strong DTC presence, to capture additional market share.
On this podcast, we talk about why it’s better for you to start your store now, determining where you are when your customers need you, Hilma’s dedication to their product, and so much more!
Natural product categories are growing significantly faster (8% annually) than traditional CPG (<1%), indicating a strong market opportunity for health and wellness brands.
What does this episode say about retail & omnichannel?
Millennials are actively seeking natural alternatives to traditional over-the-counter (OTC) products, with 60% distrusting pharmaceuticals, creating a clear demand for innovative brands.
What does this episode say about product & merchandising?
Conduct extensive customer interviews, even with those unfamiliar with your product type, to deeply understand pain points and refine your product's unique selling propositions.
What does this episode say about founder & leadership?
Embrace an omnichannel strategy that integrates both DTC and retail; being "on-shelf" and via personal recommendations (influencer/creator) is crucial for brand belief and growth.
What does this episode say about dtc strategy?
Leverage modern e-commerce platforms like Shopify for ease of setup and rapid iteration, allowing you to launch and adapt quickly rather than waiting for perfection.
