[STEP BY STEP] Exploring Channel Diversification for DTC Brands: How to Expand and Not Explode

This podcast episode explores how Curology, a skincare company, has successfully navigated the challenges of channel expansion and the changing landscape of direct-to-consumer marketing. The company has diversified its product offerings and entered retail partnerships to cater to different types of shoppers. Customer customization and building a brand-customer connection are emphasized, as well as the importance of evaluating marketing effectiveness and diversifying marketing channels. The speakers also discuss the impact of platform fluctuations and the need for brands to diversify their marketing efforts. Future plans include expanding retail presence and utilizing emerging platforms like TikTok for customer acquisition. Overall, the focus is on providing a seamless and comprehensive experience for consumers while future-proofing the business.