“…The reality is that [selling on Amazon only is] not really creating the same type of community that having advocates and word-of-mouth people, brick-and-mortar people on the ground, advocating for your products. That really does create goodwill, and a lot of our clients have really experienced this in the last year. And seeing that Nike news was real validation of that.”
Mike Massey and Teddy Schiavano of Locally are back on another Channel Mastery episode just in time to kick off the brand-new decade!
In today’s show, the dynamic duo of Mike and Teddy (Meddy? Tike?) together bring a ton of value through their insights on where today’s consumer is on the ever-evolving ‘decision journey.’ They also share insights that make the trends we’re seeing in retail and marketplace evolution highly relevant to our specialty businesses. This is an episode not to be missed!
Locally is a company that connects the brands and products found in thousands of stores with nearby, interested shoppers. Mike and Teddy, and the Locally team, are always evolving the how around their mission, because the consumer continues to evolve. Locally is a crux player for specialty brands and retailers in terms of leveling the playing field – Locally makes it easier to compete for the attention of today’s discerning consumer.
Mike Massey, Founder and President at Locally is a third generation retailer and owner of Massey’s Outfitters. The idea of Locally grew out of a need to market in-stock products to nearby online shoppers and accept transactions from them. At Locally, Mike is the head of strategy, operations and partnerships.
Teddy Schiavoni is VP of Business Development at Locally. His work in the snow sports industry includes retailer, sales rep, product development and marketing. His deep connections around the globe allow him to present Locally as a solution to enhancing brand/retailer relationships.
Nike leaving Amazon, Amazon, Omnichannel consumers, 2020, Locally, Brick and Mortar
“…The reality is that [selling on Amazon only is] not really creating the same type of community that having advocates and word-of-mouth people, brick-and-mortar people on the ground, advocating for your products. That really does create goodwill, and a lot of our clients have really experienced this in the last year. And seeing that Nike news was real validation of that.” – Mike Massey
“If a brand can facilitate a purchase at a local store or direct to consumer, or basically fulfill the customer’s requirement, it doesn’t really matter where the customer is. What matters is that the brand is saying yes or the retailer is saying yes all the time.” – Mike Massey
“Well, it’s coming down to brands wanting to be authentic to their shoppers, to their
users, to their enthusiasts. It’s the identity of the brand, it’s the culture of the brand…And their purchases are a part of themselves and their lifestyle and who they are. And so when I say authentic I’m really saying that these brands need to really be true to their end users, the people who support them the most. And they need to be able to touch those shoppers and give them a reason to want to be a part of that same culture, hence the authenticity.” – Teddy Schiavoni
“If you think about it, every one of these retailers in the community is really a little working warehouse, right? So you look at the distribution for a brand among thousands and thousands of doors. Those are all little working warehouses and opportunities for people. So it’s not that physical retail has died or that it’s dead. It’s just changed. It’s more, I’m going to use the word authentic again. It’s more specialty, it’s more authentic.” – Teddy Schiavoni