retail news in context, analysis with attitude

The Wall Street Journal has a story about how "upstart brands are finding they must move into stores to compete outside of niche territory - for at least two reasons, executives and analysts say. Big retailers can give brands critical visibility, and consumers generally prefer buying household staples in a single shopping trip to enrolling in many subscription services."

And the same reality holds for "some of the world’s biggest consumer-products companies, which collectively have invested billions of dollars in startups in recent years that sold directly to consumers." While they often invested in those startups for the ability to bypass traditional retail and go directly to consumers, they are finding that traditional retail can have its advantages.

There seem to be some synergies taking place - the brands say as traditional stores help increase sales, online sales seem to go up as well. At the same time, many of these brands have started investing in traditional TV and print advertising, looking to supplement their original investments in social media, which also has its limitations.
KC's View:
There has been an evolution from the use of terms of words like "omnichannel," toward a realization that it is less about terms and more about being fundamentally customer-centric. That's what big and upstart brands - be they at the retailer or supplier level - all are finding out. It is about creating relationships, through different formats, a relevant and resonant product mix, and the offering of services like subscriptions and automatic replenishment that will speak to shopper needs and wants.

Sort of like multiplication through addition.