Shopify Masters
Break Into an Established Market With These Retail Strategies
Mar 13, 2025
Morgan Cross, founder of Original Duckhead, shares her inspiring journey of turning a classic product into a sustainable umbrella brand. She emphasizes innovative retail strategies by forming partnerships with established retailers and leveraging customer data. The conversation touches on the alarming rate of umbrella waste and the shift towards e-commerce for enhanced customer engagement. Morgan also discusses the importance of team culture, strategic design collaborations, and the crucial role of data-driven decision-making in scaling her business.
31:15
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Quick takeaways
- Persistence in cold emailing is essential for building retailer relationships, often requiring eight to ten outreach attempts for success.
- The company's commitment to sustainability, exemplified by creating umbrellas from recycled materials, strengthens consumer loyalty through environmental responsibility.
Deep dives
The Importance of Cold Emailing
Cold emailing is crucial for building retail relationships, with an average of eight to ten outreach attempts often needed to convert a retailer. By emphasizing persistence to her team, the founder underscores that multiple touchpoints are necessary for success. This approach also allows her to build rapport and trust before making a sale. Simplifying the initial outreach by keeping minimum orders low and ensuring good margins helps retailers feel more inclined to take a risk on new products.
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