RE: Market23 Apr 2021 11:26
Pictland, I used the example of Sports Direct, pick JD, could be any high street chain. Whether that is part of the strategy or not I do not know. But what I do know, this is a numbers game. I do agree the likes of Space NK and CultBeauty can be utilised, even working with Deepverge and tapping into their concept. You can sell into chains of gyms, spas and sports clubs as suggested, but with all these supply chains there needs to be message attached. I don't see product (s) arriving at a gym (example) and then it sits on shelf? Who promotes this product to the gyms clients, the staff. Possibly, that means all distrubtion chanels will need staff training, whatever retail enviroment the product lands into selling a new range of CBD will not be easy. If this is the case, then the cost of product will be high. I know Space NK pretty well, I know their staff are trained, have a knowledge of numerous products - Who is pushing sales in these stores, the staff when asked? POS, well that means shelf space and on it goes.
If CBX are going to push the premuim angle with a higher RRP tag, its going to be for me a risky strategy in the sense of not knowing what the competition will do, or how they will react. Its not difficult to bring product out, nor is it difficult to white label, not in this game and not where we are today. Buyers for chains etc will be on the look out for similar product, more affordable RRP entry points to satisfy their end user, Sephora use cheaper ranges to push their higher aspirational ranges.
I agree with Amran, I have said this a few times. Marketing, price point along with POS is going to be key. Premuim products mean higher earners, that does not equate to large numbers, but what it does do is burn cash at a high rate through marketing. Premuim = aspirational, that comes with its own problems short term.
The advantage of using chains such as SD is its mass volume, I wouldn't suggest dumping the full range, but having a product or two in chains such as these gets the brand message out. There is a reason the likes of Nike etc use the likes of SD etc. I don't believe there is anything wrong with this approach, it will certainly be cheaper than a full on marketign campaign with zero guarantees of ROI, if and I say if, the CBX range is premuim with all that entails then you need a product (s) that is affordable, is not in the higher end stores and is used as a introduction to the main range.
Lots of companies use this strategy, Mulberry used this with great success, even Range Rover brought out the Evoque due to the higher end RR Sports price tag and on it goes.
I am also quite interested to see how/if the crypto angle is used online or part of a strategy in store for their distrubtion channels - There is definaltly some good PR based around taking crypto/BTC for your CBD products.