Should You Sell Through e-Commerce, Retail, or Both?
In this episode…
Do you operate your business through a brick-and-mortar store? If you do, have you considered opening an online e-commerce store for your brand?
In this episode of the Relationship Commerce Podcast, guest host John Corcoran interviews Victoria Beattie, the Co-founder and Owner of The Beach People, to discuss the benefits of selling through e-commerce and retail stores. They also talk about the benefits of obtaining intellectual property protection, acting fast when new taxes are imposed by the government, and how to deal with copycats.
Victoria Beattie is the Co-founder and Owner of The Beach People, a beach and seaside brand that sells luxe products through brick-and-mortar stores and online. The brand, based on the Northern Rivers of New South Wales, started in 2013 and has since grown to have offices in Los Angeles, the Gold Coast, and all around the globe.
It all began with a simple idea between Victoria and her sister, Emma Henderson: a round beach towel. The original “Roundie” towel sold out in its first season and has since become a must-have for sea lovers around the world.
The Benefits of Selling Through e-Commerce and Retail Stores
For more than a year now, many businesses all over the world have been negatively impacted by the COVID-19 pandemic. Many were forced to shut down while others went out of business temporarily owing to the various restrictions imposed by different governments to protect their people.
Victoria Beattie’s beach brand, The Beach People, was also impacted by the pandemic as their sales went down in brick-and-mortar stores all around the world. The crisis also affected their supply chain since they work with manufacturers across the globe who were forced to close down for a couple of months.
However, the company also had an online store — and thanks to it, they were able to drive sales as the pandemic continued. So, what’s the takeaway? Brick-and-mortar businesses need to expand to e-commerce. This will ensure that you reach a wider audience, and in case of a similar global crisis, you can rest assured that your sales will continue even when retail stores are shut down.
How to Deal with e-Commerce Copycats
As an inventor, you get to design and create unique products for people. You get to be the first person to come up with an idea, bring the product to life, and help meet the needs of your customers.
However, creating such unique products from scratch involves a lot of challenges that many inventors don't anticipate. For example, it is important to register patents or get trademarks for your products, get enough financing, find reliable and affordable manufacturers, keep a steady cycle of innovation, and learn how to handle imitators.
To solve the problem with copycats, you need to obtain global intellectual property (IP) protection for your product ideas. Once you find these copycats, decide whether it’s worth your time and resources to track them down and take legal action. Legal fees can go very high, so you want to make sure the lengthy battle is worth it. In addition, you should be innovating regularly to stay ahead of the imitators.
How to Handle New Government Policies and Regulations
When former US President Donald Trump imposed new import taxes on products from China, many businesses were affected either positively or negatively. Those that import their products from Chinese manufacturers had to deal with increased import costs and expenses, and this subsequently affected lead times, the selling price of their products, and sales volume.
Victoria and the team at The Beach People were also affected by this tax but decided to act quickly. They had to be nimble, so they quickly started looking for new manufacturers from other countries. They used their existing towels to find manufacturers who could make the same type of product, making the process easier and faster.
If you are in business, you should also be prepared to act fast whenever a new policy, regulation, or tax is imposed by a government in a country you operate in. You have to find solutions to the new problem quickly to ensure that your business does not suffer.
Resources Mentioned in this episode
- Worth eCommerce
- The Beach People
- The Beach People on Instagram
- Victoria Beattie on LinkedIn
- "How Outsourcing Boosts Your e-Commerce Management" with Chad Ross
- "Why Experience is the Best Teacher When Building an e-Commerce Brand" with Franklin Fala
Sponsor for this episode...
This episode is sponsored by Worth eCommerce.
Worth eCommerce is a small mighty team of eCommerce email marketers who help businesses of all sizes dramatically grow revenue with lifecycle email marketing. It is made up of copywriters, designers, strategizers, and marketing extraordinaires who specialize in nurturing relationships and guiding sales through the sheer power of email.
Worth eCommerce's sole focus is creating a lasting relationship between eCommerce sellers and their customers through the most personable form of digital connection: email. Businesses that send personable, interesting, and helpful emails earn the trust and continued business from that same customer.
Worth eCommerce’s mission is to help small medium-sized e-commerce businesses generate more than a million dollars a year each in revenue using their own marketing channels.
To learn more about Worth eCommerce, visit http://worthecommerce.com/.
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