{"id":4082,"date":"2018-08-09T09:11:23","date_gmt":"2018-08-09T17:11:23","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=4082"},"modified":"2021-10-07T15:10:49","modified_gmt":"2021-10-07T23:10:49","slug":"supplier-spotlight-translating-online-popularity-to-in-store-success-how-active-wow-wound-up-on-target-shelves","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/supplier-spotlight-translating-online-popularity-to-in-store-success-how-active-wow-wound-up-on-target-shelves\/","title":{"rendered":"Supplier Spotlight: Translating online popularity to in-store success\u2014how Active Wow wound up on Target shelves"},"content":{"rendered":"<p><span class=\"dropcap\">H<\/span>aving gained popularity through social media and on Amazon, natural wellness and beauty brand <a href=\"https:\/\/www.activewow.com\/\" target=\"_blank\" rel=\"noopener\">Active Wow<\/a> rocketed to online success with its star product, a charcoal teeth whitener that has received rave reviews from happy customers. But when co-founders Cal Chan and William Mcmacken were ready to take the brand to the next level and break into the physical retail space, they weren\u2019t sure where to start. When more traditional routes weren\u2019t panning out, Active Wow turned to RangeMe to gain more visibility and make connections with buyers. Find out how this RangeMe Verified\u2122 brand made the move from online to in-store retail success and scored a deal with Target.<\/p>\n<p><b>Putting the \u201cwow\u201d in Active Wow<\/b><br \/>\nWhen they first launched, Active Wow prioritized their website and online presence\u2014and it certainly paid off. Their charcoal whitening product became a bestseller on Amazon and a social media favorite due to the selfie-quality results of the teeth whitening experience.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\" wp-image-3758 alignright\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2018-07-31-at-10.59.43-AM-300x297.png?auto=format%2Ccompress\" alt=\"\" width=\"300\" height=\"297\" \/><\/p>\n<p>\u201cWe focus on experience-based products that are remarkably interesting. We\u2019re not making just a toothpaste or just a whitening product,\u201d Chan explains of Active Wow\u2019s product offering. \u201cThat\u2019s why the brand is called Active Wow. We want people to have a \u2018wow\u2019 moment after they use our product.\u201d<\/p>\n<p>Scrolling through Instagram and perusing Amazon reviews, it\u2019s clear that customers are indeed wowed by Active Wow\u2019s offering. With their popular products and instant brand recognition, Active Wow was poised for growth.<\/p>\n<p><b>From digital to physical<\/b><br \/>\nWith online success under their belt, Chan and Mcmacken were ready to break into physical retail. \u201cWe noticed there was this huge market opportunity for retail, but we weren\u2019t exploring that very much,\u201d Chan explains. \u201cWe spent a solid six months trying to figure out how to get into retail.\u201d<\/p>\n<p>Mcmacken had a contact at one brick-and-mortar retailer and was able to get Active Wow on those shelves, but he and Chan were frustrated that they couldn\u2019t get into additional retailers. \u201cWe realized there were hundreds of other potential retailers that could be carrying our product, but we had no idea how to get in touch with them to share our brand and story,\u201d Chan says.<\/p>\n<p>Without existing retailer connections, Chan had no idea how to expand Active Wow\u2019s in-store placements.<\/p>\n<p><b>Hitting a bullseye with Target<\/b><br \/>\nDetermined to break into the retail space, Active Wow began exploring other avenues to connect with major buyers, which is what led them to RangeMe. \u201cWe hadn\u2019t had luck with brokers, so we decided to sign up for RangeMe,\u201d Chan explains. <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-3758 alignleft\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2018-07-31-at-10.45.28-AM-283x300.png?auto=format%2Ccompress\" alt=\"\" width=\"283\" height=\"300\" \/><\/p>\n<p>Fortunately, this turned out to be just what they needed to jumpstart their in-store placements. Active Wow started getting interest right away, including from a buyer at Target who reached out on the platform. Chan describes it as \u201cone of the most exciting moments of using RangeMe.\u201d<\/p>\n<p>\u201cBecause Target reached out to us on RangeMe, we were able to schedule a 30-minute meeting at an upcoming trade show,\u201d Chan explains of Active Wow\u2019s experience with Target. \u201cAfter a great in-person meeting and some negotiations, they committed to carrying our product.\u201d Active Wow is now carried in 1,350 Target stores.<\/p>\n<p>\u201cWithout RangeMe,\u201d Chan says, \u201cI\u2019m not sure our buyer at Target would have reached out to us.\u201d<\/p>\n<p>With products now on Target&#8217;s shelves, Active Wow has expanded their efforts to connect with retailers in-person via the RangeMe Discovery Hub at <a href=\"https:\/\/ecrm.marketgate.com\/Blog\/2018\/08\/ECRM--RangeMe-Supplier-Success-Natural-Beauty-Supplier-Active-Wow\" target=\"_blank\" rel=\"noopener\">ECRM\u2019s Personal Care, Grooming, Oral &amp; Travel\/Trial EPPS<\/a>. These sessions offer them an effective and strategic way to connect face-to-face with key buyers in their category, and they look forward to attending future sessions.<\/p>\n<p><b>A powerful partnership<\/b><br \/>\nChan sees RangeMe as an innovative tool for both suppliers and buyers, and he is excited to see how this synergy can boost Active Wow\u2019s retail success in the future. \u201cRetailers these days are trying hard to compete with Amazon,\u201d Chan says. On the flipside, he explains, \u201conline-only brands like Active Wow are having the opposite problem\u2014if we do well online, we then want to figure out how to get into retail.\u201d <img loading=\"lazy\" decoding=\"async\" class=\" wp-image-3758 alignright\" src=\"https:\/\/rangeme-blog-images.imgix.net\/blog\/wp-content\/uploads\/Screen-Shot-2018-07-31-at-11.08.30-AM-1-300x248.png?auto=format%2Ccompress\" alt=\"\" width=\"300\" height=\"248\" \/><\/p>\n<p>To Chan, RangeMe provides the ideal solution to both of these dilemmas: RangeMe helps buyers discover hot products that aren\u2019t on their shelves yet, while helping suppliers make valuable connections to get their products in-store. Chan is confident that with the help of RangeMe, Active Wow will continue wowing retailers and translating their online success to the physical retail space.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When this best-selling Amazon brand was ready to bring their products to physical retailers, they turned to RangeMe for help.<\/p>\n","protected":false},"author":47,"featured_media":4084,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[101],"tags":[247,149,264,248,37,259,260,258,262,261,39,263,249,107,265],"class_list":["post-4082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-supplier-spotlight","tag-active-wow","tag-amazon","tag-cal-chan","tag-charcoal","tag-cpg","tag-ecrm","tag-epps","tag-natural-beauty","tag-rangeme-discovery-hub","tag-rangeme-verified","tag-target","tag-teeth-whitening","tag-toothpaste","tag-wellness","tag-william-mcmacken"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - 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Prior to this, he spent 14 years as an editor with Progressive Grocer magazine, and has also written for trade media brands including Chain Drug Review, Convenience Store News, Drug Store News, FoodService Director, The Gourmet Retailer, MMR, Retail Leader and Store Brands Magazine.","sameAs":["https:\/\/www.instagram.com\/tarnowskijoseph\/","https:\/\/www.linkedin.com\/in\/tarnowskijoseph\/","https:\/\/x.com\/tarnowskijoseph"],"url":"https:\/\/www.rangeme.com\/blog\/author\/joetarnowski\/"}]}},"_links":{"self":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/4082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/users\/47"}],"replies":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/comments?post=4082"}],"version-history":[{"count":10,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/4082\/revisions"}],"predecessor-version":[{"id":4543,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/posts\/4082\/revisions\/4543"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media\/4084"}],"wp:attachment":[{"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/media?parent=4082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/categories?post=4082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.rangeme.com\/blog\/wp-json\/wp\/v2\/tags?post=4082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}