Wholesale and DTC hybrid marketing agency

The first job is your own name. When a shopper searches your brand, the results usually include your retailers, any marketplace resellers and sometimes sellers you never authorised. Defending your brand terms is inexpensive and it decides whether the highest intent traffic in your account reaches your site or somebody else's.

Shopping runs at your normal retail price, which keeps your stockists whole and still competes properly, since price is only one of the things a shopper weighs.

What you set as policy matters as much as what you bid. Deciding whether authorised retailers may bid on your brand name, and writing it into the trading terms, prevents a situation where you are paying more each year to buy back your own customers. Beyond brand, campaigns focus on product and problem terms where you can win on content, and on the ranges that are exclusive to your site, since those carry no channel conflict at all. A small trade campaign pointed at your wholesale page runs separately with its own budget and measurement.

Social carries the brand building that both channels depend on, and the creative can serve both if it is planned that way. Product in use, the story behind the range, the making process and customer content all work for consumers and are exactly what a retail buyer looks at when deciding whether a brand has momentum.

A stockist layer is worth adding. Campaigns that run near a shop that carries you, timed to a launch or a season, drive footfall the retailer can see, and a retailer who can see it reorders. It is also the easiest way to show your trade accounts that you support them, which matters more in negotiations than any presentation.

Retargeting for direct sales is straightforward. The discipline is keeping offers within the pricing rules, so retargeting leans on range, bundles and content rather than on discounts that undercut a shop. Content produced with stockists, filmed in their shops, does double duty as advertising and as proof to other retailers that stocking you is worth doing.

The feed carries retail prices only and never trade pricing, which stays behind a login on a separate catalogue. Keeping the two apart at platform level removes the possibility of a wholesale price appearing publicly, which is the sort of mistake that costs a stockist relationship in a single afternoon.

As the brand owner you should populate identifiers properly: your assigned gtin, your mpn, your brand on every row. That is also what makes it easier to see where else your products are being listed.

Expect resellers in the results, authorised and otherwise. The response is a complete feed with your own photography, accurate availability, correct titles and good landing pages, plus enforcement of your minimum advertised pricing where you have it in your terms. Channel exclusive products deserve particular attention, because they are the ones you can promote without a conflict. Availability needs to reflect stock genuinely allocated to direct sales, since promising a consumer an item that has been committed to a wholesale order is a promise you will break.

Two page sets, one site. For consumers: product pages with materials, dimensions, care and origin, guides that help someone choose within your range, and a stockist finder that lists every shop carrying you with the town they are in. That finder earns local search visibility, serves shoppers who want it today, and gives your retailers something they value.

For retailers: a wholesale page that states minimums, case packs, lead times, payment terms, territory policy and how to open an account. It answers what a buyer would otherwise email and it is what an assistant quotes when a shop owner asks how to stock you.

A clear statement of who is authorised to sell your products is useful for both audiences, and it helps when a shopper asks whether a listing they found is genuine. Product structured data carries price and availability for the direct catalogue. Brand and story content supports both sides, because a retail buyer reads it as due diligence and a consumer reads it as a reason to care.

Two lists, two calendars, one team that knows what the other is sending. That last part is what usually goes wrong: a consumer promotion lands the same week a retailer receives their delivery, and the shop watches its new stock get undercut.

The trade programme runs on sell through. Reorder prompts timed to each account's own interval, seasonal buying emails sent months ahead with a look book and cut off dates, onboarding for new stockists with display guidance and social assets they can use, and a lapsed account sequence that asks what happened rather than offering a discount.

The consumer programme runs on consumption and launches. Welcome, post purchase education, reorder timed to when the product runs out, and back in stock alerts. New products go to the consumer list first when the direct channel is the testing ground, or to retailers first when a season demands it, but never to both in a way that leaves one feeling second. SMS handles dispatch for consumers and delivery notifications for trade orders.