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Building an Omnichannel Brand Right from the Beginning, Featuring Vanessa Dawson of Arber
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Most new brands today want to be omnichannel right from the beginning. This episode features Vanessa Dawson, Founder & CEO of Arber, a startup that specializes in organic plant biologicals. Vanessa talks about why an omnichannel approach was important for her company right from its launch, how she has gotten into wholesale accounts from tastemakers, to independents to Walmart, and how she measures success in a seasonal category. Topics:
- What organic plant biologicals are, and why they’re important
- Which distribution channels were most critical at first
- Getting those early accounts and education around the product
- Preparing the brand and product for wholesale distribution
- Setting pricing for omnichannel distribution
- When product bundles make sense and when they don’t
- Adding educational content and creating customer connection at wholesale
- Key metrics for retail channels and measuring success
Music by Eino Toivanen, kongano.com
Edited by Deven Shah
Learn more at Retail X Series and follow @retailxseries on Twitter and Instagram.
To submit a pitch or to find out more about Sapna Shah, check out Red Giraffe Advisors.
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