In this episode of Marketing Misfits, Norm Farrar and Kevin King interview Mike Esposito from Crossover Strategies about transitioning e-commerce brands, particularly those on Amazon, into retail. Mike shares his background, including his experience at LovePop and Thrasio, and provides insights on evaluating brands for retail viability, the importance of category dominance and differentiation, and pricing strategies. The discussion covers the significance of retail-ready packaging, compliance, and the need for a strong 3PL partner. Mike emphasizes the value of starting with smaller, independent stores to gain experience and build a solid foundation before approaching larger retailers. He also touches on the financial aspects, such as factoring purchase orders, and the importance of managing relationships with buyers to avoid being kicked off shelves.
