Brands have a lot of options to choose from when it comes to channels. And the whole thing can be a bit confusing.

One of the biggest mistakes you can make, however, is not casting a wide enough net.

Raj Shah, VP of Sales at Obvi, chops it up with us on this episode of The Longer Game to talk about how to approach channel expansion.

The number one thing every brand needs is more eyeballs. And you can't get more eyeballs if you aren't in the locations at which your customers shop.

Consumers today have access to more information than ever before and a myriad of options to choose from when it comes to purchasing. Not being where they're at means losing a net new customer.

Grab a scoop of collagen and shaker bottle, shake that thing up, and press play for another amazing episode.

What they cover

  • Don't settle for on narrow retailers. Think bigger and keep your net wide because visibility is important for the success of any brand.
  • Instead of asking yourself why, ask yourself why not? It changes the way you view things. Instead of liming you, it opens up your mind to a world of possibilities.
  • In today's day and age, you have to meet customers where they are, because you can't capture new customers if you aren't where they're shopping.
  • Listen to your customers and your buyers. Take the feedback you're receiving and be willing to make tweaks to your product. That level of openness can be the exact thing that opens doors for you.
  • Consumers have more information now than ever before. This gives them a lot of power. They decide where they purchase and when. That should be something that influences your channel strategy.
  • Trade spend shouldn't be viewed in isolation per channel. So many brands make the mistake of only looking at return per channel, forgetting consumers don't make purchasing decisions in a linear fashion. Always look at spend beyond each channel with a more holistic view.

About the Guest

Raj Shah is the VP of Sales at Obvi, a collagen and supplements brand. Based in New Jersey, Raj leads retail and channel expansion end to end, from earning buyer interest to executing on shelf, across accounts including Walmart and a fast-growing grocery footprint now spanning 22,000+ locations.