Shelf Help

By: Tina Wells
  • Summary

  • Welcome to Shelf Help: your resource for all things retail. From marketing strategies to product development to managing inventory, Shelf Help is your guide to navigating the retail landscape. I am your host, Tina Wells. After working with some of the most successful brands––Apple, Procter & Gamble, American Eagle Outfitters, and the Oprah Winfrey Network, to name a few––I went on to launch two product lines. One was sold in over 1,500 Target stores and the other was sold in over 1,800 retail locations. Now, I am compiling all of my learnings, along with some of the most successful founders and industry insiders into this podcast, so that you can launch, run, and grow the successful retail business of your dreams. Ready to get your product onto the shelves?
    Copyright 2024 Tina Wells
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Episodes
  • How To Turn Your Expertise Into A Life-Changing Product Line with Shani Darden, Founder of Shani Darden Skin Care
    Dec 19 2024

    Today, I'm joined by Hollywood's go-to esthetician, Shani Darden! Shani is a walking result of her incredible products, like her fan-favorite Retinol Reform serum, which quickly grew a large online following and is now featured on Sephora's shelves. In this episode, Shani reveals the process of transforming her service-based business into a powerhouse skincare brand fueled by her inspiring passion, dedication, and the strategic use of social media.

    Shani shares her top tips on listening to clients to develop specialized solutions, creating packaging that reflects your brand identity, and leveraging your online presence to scale your business. Running both her Beverly Hills flagship studio and her product line, Shani also gives you a peek into how she balances facials, product development, and family time.

    IN THIS EPISODE:

    - (3:24) Shani’s initial obsession with skincare and how she translated her passion into a business

    - (8:01) Why it’s important to have real experts behind skin-care brands

    - (8:54) How Shani developed her products to be mass-produced

    - (11:36) Tips for preparing your products for major retailers and knowing when to expand

    - (15:28) Advice for creating packaging that stands out on the shelves and maintains your brand identity

    - (18:55) Strategies for starting a product line as a service-based business

    - (22:32) Ways to optimize social media and press when scaling

    CONNECT WITH SHANI

    Follow Shani on Instagram

    Follow Shani on TikTok

    Learn more on Shani’s website


    CONNECT WITH TINA

    Follow me on Instagram

    Learn more on my website

    Listen to more Shelf Help

    Mentioned in this episode:

    Get unstuck in your business and join my Founders Circle Membership!

    Founders Circle

    Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

    Wellspring Studio

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    27 mins
  • The Power of Transparency When Scaling Your Brand with Ali Bonar, Co-Founder of Oat Haus
    Dec 12 2024

    RESOURCES

    Learn more on the Oat Haus Website

    Listen to Episode 1:

    Sometimes the strangest ideas make the best businesses! In this episode, I’m joined by Ali Bonar, CEO and co-founder of Oat Haus, the innovative brand behind Granola Butter — the world’s first oat-based spread now available in over 5,000 stores. Today, Ali lifts the curtain on growing a unique food brand that connects directly with consumers.

    In our chat, Ali shares the inspiring origin story of Oat Haus and how they built a loyal fan base online before making it to retail shelves. She offers expert tips on direct-to-consumer sales, the importance of transparency, and the essential steps for getting your product into major retailers. Ali also talks about how their customer feedback has driven product development and the role of authenticity in scaling the brand. Plus, she shares her insights on consistency, mental health, and maintaining work-life balance as a founder.

    IN THIS EPISODE:

    - (0:11) Ali’s career background and the origin of Oat Haus

    - (3:45) How Ali approached the “better for you” food space, the nutrition facts, and the ingredients when developing the product recipe

    - (6:09) Strategies for navigating direct-to-consumer sales and growing into retail stores

    - (13:03) The benefits of putting a face to your brand and interacting with shoppers/employees

    - (19:48) Advice for knowing when it’s time to add a new product to your line

    - (24:38) Ali’s top tips for revenue growth and scaling as a small business in retail

    CONNECT WITH ALI

    Follow Ali on Instagram

    Follow Oat Haus on Instagram

    Learn more on the Oat Haus Website


    CONNECT WITH TINA

    Follow me on Instagram

    Learn more on my website

    Listen to more Shelf Help

    Mentioned in this episode:

    Launch your product strategically and responsibly with guided expertise from Wellspring Studio!

    Wellspring Studio

    Scale your product-based business with Founders Framework!

    Founders Framework

    Show more Show less
    34 mins
  • How to Grow an Online Presence as a Product-Based Brand with Dominick Miserandino, CEO of RetailWire.com
    Dec 5 2024

    RESOURCES

    RetailWire.com

    Listen to Episode 1:

    Listen to Episode 2:

    These days, if you want to succeed in retail, it's all about knowing both your product AND your media. If you're ready to take your product-based brand to the next level online, this episode is for you! Today, I sat down with the incredible Dominick Miserandino – an e-commerce expert, five-time internet CEO, and publishing consultant who runs RetailWire.com (the go-to place for retail news) and founded one of the very first online publications CelebCafe.com.

    In our conversation, Dominick shares so many expert insights on how to pitch your product to online publications and why building your online brand is crucial to growing your brick and mortar store. Plus, we talk about how to truly understand your online data and use it to boost those conversions, what the future of online retail really looks like, and Dominick's thoughts on using AI in your business.

    IN THIS EPISODE:

    - (4:02) Everything you should be doing when pitching to publications for a feature

    - (6:14) Why e-commerce brands bring on Dominick as a consultant and the intersection of e-commerce and online publishing

    - (9:48) Tips for successfully navigating the constant changes in online conversions

    - (15:38) The value of connecting your online brand strategies to brick and mortar retail stores

    - (18:37) Dominick’s perspective on top retail trends going into 2025

    - (21:14) Strategies for improving the online shopping experience for your customer

    - (23:01) The importance of connecting humans to data and the key analytics Dominick tracks

    - (26:45) Brand characteristics founders should always focus on

    - (30:20) Dominick’s brilliant advice to founders who are just starting!


    CONNECT WITH DOMINICK

    Follow Dominick on Instagram

    Connect with Dominick on Linkedin

    Learn more on Dominick’s Website


    CONNECT WITH TINA

    Follow me on Instagram

    Learn more on my website

    Listen to more Shelf Help

    Mentioned in this episode:

    Get unstuck in your business and join my Founders Circle Membership!

    Founders Circle

    Show more Show less
    32 mins

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