Electronic Retailer - September 2012 - 42

What Retailers
Getting your DRTV product into brick-and-mortar is only half the challenge. It’s how you market your product once you’re on store shelves that determines just how successful at retail you can really be.

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BY JACQUELINE RENFROW

As a rule, for every product sold on DRTV, between 5 and 10 units of that same product will sell at retail. So while DRTV can be an amazing launching point and has turned many products into worldwide phenomenon – think the PedEgg – most products need to eventually make their way into retail stores. So when is a product ready to make the transition to retail? And which products should be making that transition now? Electronic Retailer recently spoke with some DRTV marketers with a well-known success for taking products from direct response to retail. These marketers have launched their products on television and then continued that success in retail by creating strong relationships with retailers and ongoing marketing to support and sustain their products’ image once they reaches store shelves. Jessica Hawthorne-Castro is director of client services and operations at Hawthorne Direct, a full-service advertising agency specializing in integrated direct response marketing. She says image and awareness of a product’s brand is essential when taking a product to retail. “Brand awareness is the most effective way to transition a product from DR to retail,” says Hawthorne-Castro. “A product that is durable, effective and

cost efficient will make a smooth transition into retail. Many consumers build relationships with brands, therefore, creating trust in a product that may last a lifetime.”

Track Record
When it comes figuring out what retailers are looking for in a DR product to sell, it comes down to one important aspect: a history of success. “A track record of success can be hard to produce without distribution deals,” says Hawthorne-Castro. “That is one reason why direct-to-consumer marketing in DRTV can be a huge jumpstart to a product’s lifecycle and help it get into retail.” These products have already established a presence in the marketplace and, therefore, have a better chance of getting into retailers’ doors. Why the track record? Retailers know that if a product is successful on TV there is not only a demand, but marketers are bringing in money. Therefore, there is more cash available for continual product promotion once it hits the retail shelves. When it comes to investing in DR products, “retailers have a percentage sell-through that they are looking for,” says AJ Khubani, president and CEO of TeleBrands Corp., which markets direct response television products in more than 40 countries. Plus, the product

must have a good sales-to-inventory ratio. “A good product will sell 10 percent of its inventory per week,” he adds.

electronicRETAILER | September 2012



Electronic Retailer - September 2012

Table of Contents for the Digital Edition of Electronic Retailer - September 2012

Calendar of Events
Your Association, Your Bottom Line
Industry Reports
FTC Forum
eMarketer Research
IMS Retail Rankings
Jordan Whitney’s Top Categories
Letter from the Chairman
From the Executive’s Desk
All Aboard the D2C Train
Delivering Happiness
What Retailers Really Want
The Customer is Always Right
nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Guest Viewpoint
DRTV
Payment Processing
Legal
Advertiser Spotlight
Bulletin Board
Advertiser Index
Classifieds
Rick Petry
Electronic Retailer - September 2012 - cover1
Electronic Retailer - September 2012 - cover2
Electronic Retailer - September 2012 - 3
Electronic Retailer - September 2012 - 4
Electronic Retailer - September 2012 - 5
Electronic Retailer - September 2012 - 6
Electronic Retailer - September 2012 - Calendar of Events
Electronic Retailer - September 2012 - Your Association, Your Bottom Line
Electronic Retailer - September 2012 - 9
Electronic Retailer - September 2012 - Industry Reports
Electronic Retailer - September 2012 - 11
Electronic Retailer - September 2012 - 12
Electronic Retailer - September 2012 - 13
Electronic Retailer - September 2012 - 14
Electronic Retailer - September 2012 - 15
Electronic Retailer - September 2012 - 16
Electronic Retailer - September 2012 - 17
Electronic Retailer - September 2012 - 18
Electronic Retailer - September 2012 - FTC Forum
Electronic Retailer - September 2012 - eMarketer Research
Electronic Retailer - September 2012 - 21
Electronic Retailer - September 2012 - IMS Retail Rankings
Electronic Retailer - September 2012 - 23
Electronic Retailer - September 2012 - Jordan Whitney’s Top Categories
Electronic Retailer - September 2012 - 25
Electronic Retailer - September 2012 - Letter from the Chairman
Electronic Retailer - September 2012 - 27
Electronic Retailer - September 2012 - 28
Electronic Retailer - September 2012 - From the Executive’s Desk
Electronic Retailer - September 2012 - All Aboard the D2C Train
Electronic Retailer - September 2012 - 31
Electronic Retailer - September 2012 - 32
Electronic Retailer - September 2012 - 33
Electronic Retailer - September 2012 - 34
Electronic Retailer - September 2012 - 35
Electronic Retailer - September 2012 - Delivering Happiness
Electronic Retailer - September 2012 - 37
Electronic Retailer - September 2012 - 38
Electronic Retailer - September 2012 - 39
Electronic Retailer - September 2012 - 40
Electronic Retailer - September 2012 - 41
Electronic Retailer - September 2012 - What Retailers Really Want
Electronic Retailer - September 2012 - 43
Electronic Retailer - September 2012 - 44
Electronic Retailer - September 2012 - 45
Electronic Retailer - September 2012 - 46
Electronic Retailer - September 2012 - 47
Electronic Retailer - September 2012 - The Customer is Always Right
Electronic Retailer - September 2012 - 49
Electronic Retailer - September 2012 - 50
Electronic Retailer - September 2012 - 51
Electronic Retailer - September 2012 - 52
Electronic Retailer - September 2012 - nuvoH2O Brings Home a Healthier, Cleaner Water Solution via DR
Electronic Retailer - September 2012 - 54
Electronic Retailer - September 2012 - 55
Electronic Retailer - September 2012 - 56
Electronic Retailer - September 2012 - Guest Viewpoint
Electronic Retailer - September 2012 - 58
Electronic Retailer - September 2012 - 59
Electronic Retailer - September 2012 - 60
Electronic Retailer - September 2012 - DRTV
Electronic Retailer - September 2012 - Payment Processing
Electronic Retailer - September 2012 - 63
Electronic Retailer - September 2012 - Legal
Electronic Retailer - September 2012 - 65
Electronic Retailer - September 2012 - Advertiser Spotlight
Electronic Retailer - September 2012 - Advertiser Index
Electronic Retailer - September 2012 - Classifieds
Electronic Retailer - September 2012 - 69
Electronic Retailer - September 2012 - Rick Petry
Electronic Retailer - September 2012 - cover3
Electronic Retailer - September 2012 - cover4
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