Channel Mastery - Ep. 64: Mike Massey of Locally & Teddy Schiavoni

"We're giving small retailers the ability to monitor what's happening in their community across a variety of different places, their own website, the brand's website, organic search via Locally.com or social media, or maybe even third party solutions, to continually optimize their inventory for what local shoppers are looking at online."
- Mike Massey

EPISODE PREVIEW:

Today’s show is all about leveling the playing field for retailers. Every day there’s something new to add to your to-do list…and that’s on top of the full-time (+) job you already have. I keep hearing from retailers that you need “plug and play” tools. You don’t need to become armchair experts on every technology and platform out there; you just need tools that are efficient with your time and that deliver results.Message received. My guests today are return guests to Channel Mastery: Mike Massey and Teddy Schiavoni. They’re both principals in Locally.com and long-time retailers. They’re in the trenches, they’ve dug the trenches, and they’re building ladders to reach new ground. These guys know their way around retail.Today, we talk about several new tools and services Locally is offering around ship to store and expanded services around market insights and data. If you’re a brand, retailer or sales rep: these tools will make your life better. We also do a quick recap of the Grassroots Connect show and Outdoor Retailer Winter Show that recently took place in Denver. Just in time for holiday sales….enjoy!

GUEST PROFILES:

Mike massey

Mike Massey is a third-generation owner of Massey’s Outfitters and a founder of Locally. He’s always on the leading edge of retail practices, whether being one of the first brick-and-mortar outdoor retailers to sell online or leading the charge to integrate data exchange processes into business operations.

teddy schiavoni

Teddy Schiavoni is a multi-hyphenate in the snowsports world. He’s a co-owner of Summit Ski and Snowboard Shop, and the president and founder of Slope Style Life, a consulting firm. He is currently chairman of the Retail Advisory Board for the Snowsports Industries of America (SIA); chairman-elect for the National Ski and Snowboard Retailers Association (NSSRA); on the product council for SMC; and contributes to product development and marketing councils across the industry. He is also a partner (with Mike Massey) in Locally.com.

SELECT QUOTES:

[Mike] Not only can we transmit the store's inventory and fill up their displays without a lot of work from the retailer, but we can also inject market insights so that maybe the rep or the retailer can match the cadence of somebody like Amazon, who's constantly collecting market insights to inform their supply chain.
[Mike] We're giving small retailers the ability to monitor what's happening in their community across a variety of different places, their own website, the brand's website, organic search via Locally.com or social media, or maybe even third party solutions, to continually optimize their inventory for what local shoppers are looking at online.
[Teddy] I think that we have a solution to people's problems that they don't know that they have yet.
[Teddy] Switch is a proactive data reporting system. It’s something that you can use to make smart decisions on the fly.
[Teddy] I think it would be great, again, to continue to merge the outdoor retail show and the snow show. [It would be] more efficient and more effective for retailers to be able to do more in one place, as opposed to scattering that time about in a lot of different places over days.