Are Online-Only Brands the Future of the Supplement Industry?
I’m torn on this topic, as I feel there will always be a place for retail brands to live. Consumers still enjoy going to stores, touching and feeling products, and speaking with the workers to find out more about a product. On the flipside, there’s a growing number of consumers who only shop online and refuse to step foot in a retailer to purchase anything from the supplement industry. With this being said, can online-only brands slowly take over the market by creating their own community?
Build a Community to Build a Brand
With many brands out there building a following based on their community and culture, I believe that such brands can put a dent in the market and supplement industry. Based on sales alone, the model works. Rather than spending money on retail promotions, paying for a regional sales team to visit retailers, and working with distributors, the money spent by these brands is on creating an internet following. They primarily use things like social media and their website to engage their customers.
Many of these online-only brands are creating a “lifestyle” brand where even though they are a supplement company in the supplement industry, they are creating a buzz around a “cool factor.” Their community engages on social media. They take part in giveaways. They build momentum through an ambassador program in order to build a fanbase. And then they allow their fans to snap photos and be featured on their social media platforms. Overall, it seems like a win-win.
Related Article: How Has the Supplement Industry Improved?
The brand’s community is ultimately who sells the products and brand. The brand sells swag such as hats, shirts, shaker bottles, towels hoodies, and just about anything they can throw their logo on. Then their loyal consumers buy into their vision (and swag) and help spread the word. They tell all their friends about new products they are using or how they are making money or getting free supplements by getting the brand sales through their dedicated affiliate/ambassador link. In essence, they are a free walking, talking billboard for the brand.
Having such a community makes consumers feel like they are part of something. Part of the brand – without being officially employed by the company. Many of these brands don’t even associate with bodybuilding or even competing in general. They try and push the idea that your worth isn’t how you place on stage, but rather what you do in life to leave your own legacy. Which in my opinion is pretty cool.
Click here to continue reading…
*Disclosure: This article may contain affiliate links or ads, which means we earn a small commission at no extra cost to you if you make a purchase through these links. These commissions help support the operation and maintenance of our website, allowing us to continue producing free valuable content. Your support is genuinely appreciated, whether you choose to use our links or not. Thank you for being a part of our community and enjoying our content.
PLEASE CONSIDER SHARING THIS ON YOUR SOCIAL MEDIA TO HELP OTHERS LEARN MORE ABOUT THIS TOPIC. SIMPLY CLICK BELOW!
