Why Going Retail Breaks Your Online Numbers скачать в хорошем качестве

Why Going Retail Breaks Your Online Numbers

Watch the full episode here:    • Why Founders Are Afraid to Stop Working   Retail up. DTC down. Now what? In this podcast clip, the group breaks down one of the hardest problems facing modern CPG brands: how to grow retail without killing your direct-to-consumer business. The discussion starts with a “better-for-you” food brand that recently landed a major retail partner — only to see online sales drop while in-store sales rise. The issue? Retail growth isn’t yet offsetting the DTC decline, and the brand isn’t hitting its retail goals either. From there, the conversation gets practical: • Is this actually cannibalization — or just bad attribution? • How long it really takes to understand retail impact • Why food and beverage behave very differently online vs in-store • Using QR codes, coupons, and “go-to-aisle” flows to connect DTC and retail • When DTC should exist mainly to support retail growth • Why retail is unavoidable if you want to build a truly massive brand This clip is especially relevant for founders navigating the transition from DTC to omnichannel — and realizing that you can’t optimize for everything at once. ⸻ Topics covered in this clip: • Retail vs DTC cannibalization • Measuring retail lift from digital marketing • Attribution limits in omnichannel brands • Why discovery for food happens in-store • Building a blended DTC + retail growth model ⸻ Who this clip is for: • CPG founders & operators • DTC brands entering retail • Growth marketers in food & beverage • Anyone chasing $100M–$1B brand scale