The forgotten half of growth

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts!

 

We spend endless time making sure our brands are top of mind. But what about physical availability? This week, we're exploring the forgotten half of growth and why being easy to buy matters more than ever. 

—Elena  

  

 

Out-of-stock products lead to brand switching in most situations.

When shoppers can't find their preferred brand, they typically grab whatever's available rather than wait or visit another store. One missing shelf placement can lose a customer to a competitor. 

 

The comeback of physical presence.                       

Physical availability is about being "easy to buy" when customers are ready to purchase. Here's why it matters more than most marketers realize: 

1. No single owner. Unlike other marketing areas, physical availability often falls through the cracks. Sales owns retail relationships, ops handles supply chain, and marketing focuses on awareness, but who ensures you're easy to buy everywhere customers expect? 
2. D2C brands are course-correcting. After years of "digital-only" bragging rights, direct-to-consumer brands are racing to get into retail. Rising digital acquisition costs and the reality of consumer behavior forced this shift.
   
3. Go where your customers are already searching. Consumers have established patterns for where they look when ready to buy. For physical products, that's often Amazon. For local services, it's Google Maps and search. The key is identifying where your customers naturally look and being there.
   
4. Think beyond shelves. Physical availability isn't just retail placement. For service brands, it means showing up in employer benefit portals, integrating with existing platforms, or ranking high in local search results. 

Listen in on our discussion.

 

“Physical Availability, the Marketing Factor You're Likely Overlooking”

This deep dive by Mark Binkley examines how Target's failed Canadian expansion reveals why place is the invisible thread connecting product, price, and promotion. Essential reading for understanding why physical availability can make or break even the strongest brands. 

Read the article. 

 

 

The power of being available.                 

“Distribution is the only sustainable competitive advantage.” 

— Jeff Bezos, CEO and Founder of Amazon