Electronic Retailer - September 2012 - 47

WHAT RETAILERS REALLY WANT

When to Launch in Retail
Some marketers wonder when is the correct time to take a product to retail. Is it simultaneous with the launch of the DRTV campaign or many months after? According to Hawthorne-Castro, DR products with no large brand umbrella to back them would have to first be launched on TV or the web in order to establish a presence and sales. However, if the product is launched by a large, well-known brand, the product could simultaneously hit DRTV and retail stores. Boilen recommends that a product spend a minimum of three months on DRTV prior to rolling out into retail. “This allows for a media campaign to be run, which will lead to consumer awareness and pent up demand,” he says. Savage says that several of his clients launch products simultaneously in DR and retail. However, these marketers tend to have significant placement at retail on a regular basis; therefore, the relationship is established and DRTV serves to “educate consumers about the products, drive foot traffic and ensure retail sells through,” he adds.

While a product is in retail, it’s important for it to also run on television for as long as possible. “As soon as it stops running on television, sales at retail will slow down,” says Khubani. However, he reminds others that every product has a lifecycle. While retail helps to extend a product’s cycle longer than it would survive just being sold through DRTV,

it will still surely have its end. Also, marketers need to be aware that once a product reaches retail, it drastically affects DRTV sales. “Nothing kills DRTV faster than retail,” says Khubani. “The trick is making enough by selling the product in retail to subsidize the television ads and continue in retail.”

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In Retail: Now What?
Once a retailer accepts a product, there are some next steps for the DRTV marketing team. First, a retail-specific commercial must be created in order to drive buyers specifically to the store to purchase the product. Also, there must be plenty of positive reviews available for consumers to read. The marketer should develop a search campaign that guides consumers to informative and factual information, in the instance that they prefer to do their own research prior to retail. Savage warns that media support at the beginning of a product’s life in retail is extremely important. “Marketers that make considerable investment in regular weekly schedules or flighted schedules are more likely to see success,” says Savage. “Tracking the retail sales against varying media spends and audience awareness levels can help develop the most efficient media strategy over time.”

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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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