So, your client wants an online store…
Congratulations! E-commerce can be a great tool for your clients, and an excellent way for you to earn their business for their other merchandise and display projects- really grow those roots down deep with them. Over the years selling, building, and managing merchandise e-commerce programs I’ve learned there are a few keys to success in growing those clients who order promo for events and gifts, into successful, scalable, and profitable program clients.
Build with the right tech-
Online stores are only profitable if the proper platform and processes are used. The time needed to set up any store and process orders placed through a store should be less than what it would take for you to process the orders through traditional methods such as an email or phone call. Not sure what platform to use or where to start? I’d encourage you to follow my friends at PromoPilot for the latest on our industry’s tech!
Select the right inventory model-
Our industry has boomed over the last 5 years with new technology and incredible new companies who have seen the need to offer a more streamlined approach to program merchandise decoration and fulfillment methods. Evaluate the benefits and hurdles of Distributor-owned Inventory, Client-owned inventory, and Print on Demand Fulfillment. Don’t feel hamstrung to stick to all one model, most programs benefit from a mixture of fulfillment methods.
Merchandising for Stability and Style-
When curating stock products for our Programs, deep inventory is your best friend. While seasonal colors and exclusive artistry goods are perfect for your client’s events and one-time promotions, they’re typically not a great fit for your e-commerce store. As you are creating the collections for your client’s new program, focus on staples in each category and investigate inventory levels- most of our suppliers allow you to filter for deep inventory. Then, challenge yourself to be as creative as possible on the decoration.
Sell on the Retail Calendar-
Yes, you were able to use sureship on your client’s last event and were the hero and it went off without a hitch. However, one of the most impactful ways program business differs from your ad-hoc business is time. We want to shift the thinking from “event-based” to “retail”. Time to retrain your client’s buying habits for the store’s needs. It’s September now and while most of your clients are just starting to purchase their winter promotion and holiday event merchandise, September through December we’re curating and designing Spring merchandise for programs. This allows for custom projects and stock products to arrive without rushes and begin Spring promotions in March.
Spring (February - April)
Buying Period: September - December (prior year)
Stock Arrival: January - March
Product Focus: Lightweight clothing, early spring fashion, gardening supplies, outdoor furniture, Easter-themed items.
Sales & Promotions: Start promotions in March to drive early spring sales.
Summer (May - July)
Buying Period: January - March
Stock Arrival: April - June
Product Focus: Swimwear, summer apparel, travel accessories, BBQs, outdoor gear, patio furniture.
Sales & Promotions: Memorial Day, 4th of July sales, summer clearance begins in July.
Fall (August - October)
Buying Period: April - June
Stock Arrival: July - September
Product Focus: Back-to-school supplies, fall fashion, outdoor sports gear, Halloween costumes and décor.
Sales & Promotions: Back-to-school promotions in August, fall sales in October.
Winter (November - January)
Buying Period: July - September
Stock Arrival: October - December
Product Focus: Winter clothing, holiday gifts, decorations, ski gear, cozy home furnishings.
Sales & Promotions: Black Friday, Cyber Monday, and Christmas promotions, followed by post-holiday clearance in January.
Holiday & Special Event Considerations
Holiday Shopping: Orders should be placed by August to ensure stock is available by October.
5. Prioritize Business Reviews and refreshes-
One of the greatest benefits of managing a program is the stability of business. Prioritizing business reviews with your client on a quarterly or biannual basis allows you to track performance, react to trends, and align merchandise decisions with overall strategy. Provide beautiful new concepts and product to keep store offerings fresh, meeting seasonal demand and attracting repeat customers. These regular reviews also allow businesses to stay involved in their marketing efforts and find new avenues to partner with your client.
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