51 episodes

The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.

The Omnichannel Marketer Kait Stephens

    • Business
    • 4.5 • 6 Ratings

The Omnichannel Marketer Show - hosted by Kait Stephens - is frank discussion about what it takes to build a consumer brand, create a seamless omnichannel experience, and drive revenue and customer lifetime value across DTC, Amazon, and Retail Channels. If you’re looking for the latest strategies, tips, and trends from seasoned omnichannel marketers, want no-B.S. answers to your biggest ecommerce questions, need a perspective on how your peers are addressing the same issues, or just simply want to stay informed and proactive, welcome to the show. Expect to hear from influential brand marketers, as well as operators and founders flying under the radar, who are doing amazing things in every vertical under the sun. Like food & beverage, cosmetics, health & wellness, appliances, and apparel, from high-volume purchases to high-end luxury items. Learn from their mistakes and big wins, and take your brand revenue and experience to the next level. Each episode will deep-dive on the latest omnichannel marketing strategies, including acquisition, brand building, retail, customer experience, retention, and loyalty. Send guest pitches to kait@brij.it.

    How Chubbies Went from From Backpack Sales to 9-Figure Exit and 10-Figure IPO

    How Chubbies Went from From Backpack Sales to 9-Figure Exit and 10-Figure IPO

    In this episode, we meet Preston Rutherford, Co-Founder of Chubbies.


    Chubbies was born in 2011 in San Francisco, they create men's shorts that aim to make every day feel like  Friday at 5pm, bringing that chill vibe and good times to their audience.


    In this episode, we discussed omnichannel business, key lessons learned, and strategies for supporting omnichannel growth.

    Topics covered
    Chubbies' unique and fun approach to men's shorts and activewearChallenges and misconceptions when transitioning to omnichannelCompetition in the e-commerce marketing landscapeBridge the gap between online and offline experiencesIn-store setupProduct featuresBrand advertisingMultichannel retail strategySizing, inventory management, and product dimensions‍
    Takeaways
    Chubbies journey started with selling shorts out of their backpacks in San Francisco.Chubbies started as a direct-to-consumer brand selling out of backpacks and evolved into an omnichannel brand with the help of Shopify Plus.They struggle to gain visibility and market share in a landscape dominated by major players like Amazon and Walmart.Chubbies experienced significant growth leading up to their acquisition in 2021 by focusing on omnichannel expansion. When selling across channels, Chubbies use in-store setup, product features, and advertising to bridge online-offline gaps, boosting awareness, and loyalty.The strategies for selling on Amazon and other channels have evolved over time and companies like Chubbies had experimented with different tactics.When considering an omnichannel approach for an apparel brand, it is important to acknowledge the expertise of channel partners and align goals.

    Please let us know your thoughts about the episode!

    Where to find Preston Rutherford:
    Linkedin: https://www.linkedin.com/in/prestonr/  
    ​Website: https://www.chubbiesshorts.com/ 

    Where to find Kait Stephens:
    Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
    Website: www.brij.it 

    SUBSCRIBE TO THE OMNICHANNEL MARKETER
    www.theomnichannelmarketer.com

    • 30 min
    How Olipop's Customer-Obsessed Strategy is Boosting their Growth

    How Olipop's Customer-Obsessed Strategy is Boosting their Growth

    In this episode, we meet Chad Wilson, Head of Marketing at Olipop.

    Olipop is a better-for-you soda brand on a mission to make the world healthier and happier. 
    In this episode, we discussed  growth into retail, structuring marketing teams, understanding the customer journey, and staying close to consumers.

    Topics covered
    Brand awareness and brand storytellingEquity metrics to measure campaigns performanceUnderstanding and connecting with consumers emotionally.Structuring and organizing marketing teamsShift from D2C to retail post-CovidOmnichannel and consistencyTesting TV and out of home channels The rise of Tiktok as a marketing platform‍
    Takeaways
    Olipop's mission is centered around an emotional connection with consumers.Since the COVID-19 pandemic, there has been a significant increase in retail sales, now constituting approximately 85% of total sales.Chad mentions that TikTok can be a viable channel for reaching a wide audience, especially Gen Z.The company is actively looking at calculating the lifetime value of its customers and has upcoming initiatives to increase customer numbers and long-term value. Staying close to consumers is crucial, Chad emphasizes the need to prioritize them in decision-making.Olipop introduced TV and out-of-home advertising channels in 2023 to focus on more upper-funnel messaging and reach a larger audience.Olipop's Chicago campaign surpassed industry benchmarks with 80% brand affinity, exceeding the 50% benchmark.Olipop faced a challenge bridging the consumer experience and customer across different channels, including digital and in-person touchpoints.

    Please let us know your thoughts about the episode!

    Where to find Chad Wilson:
    Linkedin: https://www.linkedin.com/in/chdwlsn/ 
    ​Website: https://drinkolipop.com/ 

    Where to find Kait Stephens:
    Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
    Website: www.brij.it 

    SUBSCRIBE TO THE OMNICHANNEL MARKETER
    www.theomnichannelmarketer.com

    • 34 min
    How Rare Beauty Brands Drives Growth Through Omni-Channel

    How Rare Beauty Brands Drives Growth Through Omni-Channel

    In this episode, we meet Chris Hobson, President and CEO of Rare Beauty Brands.

    Rare Beauty scales challenger brands with expertise in innovation, marketing, and infrastructure across various channels. 

    In this episode, we discussed  retail, e-commerce, direct-to-consumer channels, and how to build and scale an omnichannel brand in the beauty industry.‍

    Topics covered
    Omnichannel distribution strategyStarting in luxury retailersThe rise of Korean beautyUsing retail for profitable trialImpulse purchase price pointsImportance of social  media contentCollaborations with influencersTips for sell-through across channelsFocus on productRetail associates‍
    Takeaways
    The company has since expanded internationally, partnering with distributors in different countries to reach a global audience.The channel strategy has evolved over time, with a focus on expanding into new markets and reaching a wider customer base.The brand decided to initially focus on the assisted sale channel to gain credibility and educate consumers about their product category.Amazon is viewed as a place where consumers can learn about the brand and check ratings and reviews.DTC (Direct-to-Consumer) channel is used strategically to engage with consumers and gain insights.The different channels work together to reinforce each other and provide a seamless brand experience for customers.While retailers may share high-level consumer information with the brand, there is a limitation to the depth of data they can access.Building a successful business requires both online and offline presence

    Please let us know your thoughts about the episode!

    Where to find Chris Hobson:
    Linkedin: https://www.linkedin.com/in/christopherhobson/ 
    ​Website: https://rarebeautybrands.com/ 

    Where to find Kait Stephens:
    Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
    Website: www.brij.it 

    SUBSCRIBE TO THE OMNICHANNEL MARKETER
    www.theomnichannelmarketer.com

    • 30 min
    Going viral on Tiktok & TIktok's Role in Sales With Nadya Okamoto from August

    Going viral on Tiktok & TIktok's Role in Sales With Nadya Okamoto from August

    In this episode, we meet Nadya Okamoto, Co-Founder of August.
    August is a brand revolutionizing period care with their sustainable, transparent, bold and inclusive approach on period products.
    In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel.

    Topics covered
    Consumer experienceProduct distributionB2B approach in a DTC businessInitial launchCustomizable subscriptionsOmnichannel distributionRetail launchGen z consumerSocial media purchase motivatorOrganic channelsHow we measure our communities?Know and listen your communityOmnichannel impactStigmas‍
    Takeaways
    ‍Nadya started in the period space at age 16 focusing on ending period poverty and stigma, then found August with the goal of making products that are and work better.They leverage omni-channel strategies for selling and combating period stigma, with Nadya emphasizing its broad impact across all aspects of the business.Between Nadya’s TikTok profile and August’s they have over five and a half million followers across channels.Launched in 400 Target doors in Marc, utilizing #AugustTarget with over 50 million views for visibility tracking.August exclusively supplies periods products at WeWork, Equinox, and SoulCycle, working to ensure accessible period care in B2B settings.August has a distinct Gen Z community measured by their members on Geneva, not followers.August wants to be CPG brand that doesn't have to rely so heavily on paid and paid channels of marketing, they rather focus on the organic channels.Nadya says that social platform is a way August has been able to drive in store purchase and sell through.While August views TikTok as a top-of-funnel tool, they don't consider it a selling point due to stigma, as period care is not an allowed category on the platform.Omnichannel support enables users to choose donation recipients and initiate a tampon tax back initiative with competitors.

    Please let us know your thoughts about the episode!

    Where to find Nadya Okamoto:
    Linkedin: https://www.linkedin.com/in/nadyaokamoto/ 
    ​Website: https://www.itsaugust.co/ 

    Where to find Kait Stephens:
    Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
    Website: www.brij.it 

    SUBSCRIBE TO THE OMNICHANNEL MARKETER
    www.theomnichannelmarketer.com

    • 24 min
    Category Disruption and Evolving from DTC to Retail with Gabi Lewis, Co-Founder of Magic Spoon

    Category Disruption and Evolving from DTC to Retail with Gabi Lewis, Co-Founder of Magic Spoon

    In this episode, we meet Gabi Lewis, founder and CEO of Magic Spoon 


    Magic Spoon is a better-for-you cereal brand that is designed to taste like your favorite childhood cereals but low in sugar and high in protein.


    In this episode, we discussed category disruption, influencer marketing, and evolving from DTC to omnichannel. 


    Topics covered
    Category DisruptionConsumer health trendsInfluencer and affiliate marketingOmnichannel distributionRetail velocityConsistency Measurement & incremental

    Takeaways
    The cereal category became stagnant because it was dominated by three large companies that weren’t incentivized to innovate, and a large scale was needed to compete.Magic’s Spoon's first round of investors we also affiliates who helped launch the brand, which allowed for a great launch without overreliance on Facebook ads. Magic Spoon moved to Amazon and retail because that’s where customers want to buy. Most customers don’t want to buy from a different website for every product they want.Magic’s Spoon's first retailer was Target because of the overlap with their customer base and their history of helping to launch DTC brands. Few brands have cracked the code on how to use digital to drive retail velocity, but what Gabi has learned is that nothing drives retail velocity like the right product at the right price with the right placement and shelvingThe benefit of being DTC first is that you can use a lot of learnings from your website and Meta ads to inform retail strategy. The benefit of cereal packaging is that its packaging has a lot of space and it acts as a billboard for your productUnderstanding incrementality is a crucial lever to get into retail; Magic Spoon is 65% incremental to the cereal category, meaning that 65% of Magic Spoon customers aren’t buying other cerealsInfluencer marketing changes when going to retail. The CTA evolves to “Buy in Sprouts,” or Target, etc. 

    Please let us know your thoughts about the episode!


    Where to find Gabi Lewis:
    Linkedin: https://www.linkedin.com/in/gabi-lewis-88483447/
    ​Website: www.magicspoon.com


    Where to find Kait Stephens:
    Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
    Website: www.brij.it 


    SUBSCRIBE TO THE OMNICHANNEL MARKETER
    www.theomnichannelmarketer.com




    9:30 - 14:00

    • 32 min
    The DTC and Retail Flywheel with Benjamin White, Founder & CEO @ Recess

    The DTC and Retail Flywheel with Benjamin White, Founder & CEO @ Recess

    In this episode, we meet Benjamin Witte from Recess. 


    Recess is a relaxation drink. Recess is spearheading the category, like how RedBull started the energy drink category.


    Category creation, evolving from digitally native to retail, the DTC & omnichannel flywheel, and the trade-offs with DTC and retail.


    Topics covered
    Category creationBrand building DistributionAmazonMerchandising

    Takeaways
    Adaptogens and CBD are functional ingredients not to be confused with the relaxation category. Many brands are focused on the ingredients, whereas Recess is focused on the broader category and, marketing the lifestyle choice and connecting with people emotionally.Recess aims to be what Redbull is for energy drinks for the relaxation drink category. Five years ago, it was a bet on relaxation. And now the category is growing rapidly. New entrants are good for business and market the category as a whole. The beverage industry is primarily focused on awareness marketingNew category marketing requires investment in awareness to educate the marketRecess used Facebook and Instagram to drive awareness and distribution (at a time when that was less common). Starting online helps you validate your product before investing further vs. building for retail, failing, and having to retoolBeverage is unique, and there is no other category that gets as much distribution. It has to be available everywhere. The one-two punch is telling the story well online and then being available everywhere. Doing that in a single geography makes a brand seem bigger than it is. Recess is one of the top 5 fastest growing beverage brands on Amazon. Ben believes Amazon can be an engine for most consumer brands. If you can make it profitable, there is a massive scale. Any investment there helps grow the larger businessAmazon’s a flywheel because when people see the product in stores, they want to order it online. In that sense, being in a store is also great marketing. This year is Recess’ first big year in retail, and went to all the major chains. On a small scale, they are testing sampling, field marketing, and events. Regarding merchandising, Recess has a platform approach. Its beverages are in the functional beverage set, its powders are in the supplements set, and its mocktails are in the alcohol alternative set. Recess is able to maintain its online business because of its high price point. It’s $2.99/can vs $.30/can for a La Croix. It also becomes a daily habit for people, and people subscribe to it, so the LTV is very high. Finally ranking high organically on Amazon brings the blended CAC down. To Ben, Omnichannel is the combination of online and offline distribution branding and distribution. 

    Please let us know your thoughts about the episode!


    Where to find Benjamin Witte:
    Linkedin: https://www.linkedin.com/in/benjaminwitte/
    ​Website: https://takearecess.com/ 


    Where to find Kait Stephens:
    Linkedin: https://www.linkedin.com/in/kait-margraf-stephens/
    Website: www.brij.it 


    SUBSCRIBE TO THE OMNICHANNEL MARKETER
    www.theomnichannelmarketer.com

    • 31 min

Customer Reviews

4.5 out of 5
6 Ratings

6 Ratings

Brad from SkilledUp.com ,

Amazing guests

Great perspective and takeaways!

Zmoney6384947267 ,

Great Content for any Product Marketer

Guests are really impressive. Lots to learn about how to effectively reach customers across all channels.

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