Thane Direct is one of the leading direct response and retailer marketers in the world, with popular “as seen on TV products” like the H2O mop and the AB Doer 360. When the company became frustrated with the operational performance of its prior order fulfillment partner, it started looking elsewhere. Thane’s search led to Amware, which, as a result its purchase of Moulton Logistics, has considerable experience doing
Ron Popeil and his Pocket Fisherman.
Billy Mays and OxiClean.
Phil Swift and Flex Seal.
These were all pioneers in an industry known as Direct Response TV advertising. They’d perfect their pitch, produce infomercials, buy TV time and hire an army of call center reps to receive orders when the spot aired.
Top Dog Direct is a leading “as seen on TV” company that finds, develops and launches new products. When its B2C fulfillment company went out of business, the company leaned on its B2B distribution partner to take on consumer-direct fulfillment. It did not go well. Among the problems during the pandemic: