Ian Leaman’s Post

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Sell more in wholesale, reduce errors, and do more with every person

We’ve known this for a while, but I see so many brands going omnichannel. It doesn’t work to be purely e-commerce. Why? IOS14.5 updates made it difficult to track and advertise to the “right” customer Google is entirely phasing out tracking cookies by Q3 2024 And CAC has been going through the roof So what does this mean? Brands - specifically food & bev- are looking to embrace retail sooner because the unit economics of D2C no longer make sense with insane CACS + significant shipping costs. You can build a big business omnichannel, too. For example, ▶️Graza launched in Jan 2022, a few months later in April ‘22 they launched in retail and in June ‘22 they launched in 116 Whole Foods stores. Today Graza is in over 7,000 stores. ▶️Liquid Death is one of the most talked about bev brands with its recent $1.4B valuation. That valuation didn’t just come from D2C. Liquid Death is sold all over - big + small retailers and even bars. ▶️@DrinkLunar launched in 2021 and they started by selling to restaurants and are now sold at Trader Joe’s, Whole Foods, H-Mart, and more!

Andrea Wilkins

Chief Marketing Officer | Marketing and Innovation Director | Insights and Innovation Manager

1mo

Very helpful!

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Sarah Nesheim

Helping brands drive retail sales with digital media

1mo

yessss

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