Introducing your product only online in physical stores requires a completely different introductory book. But as difficult as may be the task ahead, it will not be impossible.
Example: Quip, a dental care company, successfully launched its product last year at Target, one of Harbor Retail’s partners. And because Quip fit well with Target’s new “Cheap Chic” brand, she was able to win a $ 40 million equity financing, after only one fiscal quarter in the retail shelves.
Putting your own products in physical stores can help you create a seamless shopping experience for your customers, test new product lines and even create brand awareness. True, web-only brands are taking over e-commerce, but companies like Casper is successful because they are also available in traditional retail stores.
This type of combination works: playing in the online and in-store categories allows brands, especially those offering new products, to double their sales in “the three Cs”: Convenience, culture and conservation, and dive into the consumer experience.
This is important because consumers are always human and therefore need physical interactions with brands and products. no wonder even Amazon launches into the offline game. So, whether you’re looking for a permanent retailer or opening an ephemeral shop, you need to give your creativity a boost. The success of in-store product launches relates to both the customer experience and the operational efficiency and brand conversion parameters.
On the way to a store launch
If you can create experiences that are special enough for customers to share and remember enough to encourage repeated in-store purchases, you’ll give retailers’ supply and merchandise teams what they need to promote your launch and to capture a significant share of purchases. shopping cart and repeat sales with greater ease.
Before you can do this, however, you must understand your brand, the channels in which it will sell and the retailers with which it will associate. And you can not do it all alone. Here are the important teams you will need to help you:
1. Chain Marketing
Channel marketing will ensure that the right channels are in place for your launch. Do you need digital, mass marketing or specialized marketing? Each channel will have different nuances that people playing this role will understand. The sale in a convenience store will be very different from the sale through a mass merchant, for example. You will not change the voice of your brand, only the way you sell your product. The sales message must resonate with this channel and be relevant to that channel.
Be sure to superimpose mission statements for each channel. Given that 77% of consumers According to Salsify, mission statements will provide additional insight into who, how and why people buy specific products using a mobile device. In addition, take advantage of the retailer’s future state: are you expanding your product line to reach more targets? If so, you may want to double.
2. Customer Marketing
Customer marketing can help you make sure the retailer you are planning to align with the goals and values of your business. this will ensure that the retailer will be a good partner. Be as selective with your first retailers as you have been with whom you have proposed funding and who you have recruited as members of your first team. Is the retailer collaborative? What are the performance thresholds you need to go beyond to get your brand directly into marketing, store design and operations?
Take Harry’s, the shaving business, for example. Harry’s first wishes to give customers “a quality shave at a great price”. To achieve this goal also for women, the brand launched Flamingo. Until February Flamingo was available online only, but now Harry and Flamingo products can be found at Target.
This is an example of a great retail-brand match. While Harry offers high quality products, service and style, Target is known for its economical and quality styling, unique product lines and excellent service.
3. Retailer Marketing
Retail sales are up. In fact, according to the US Census, they hit a record $ 5.7 trillion in 2017. Within the retailer itself, you will need marketers who can determine the rules of engagement to combine customer relationship management strategies and promotional power. By aligning your audiences and signaling a smaller or new product, you can help them compete better as the landscape evolves.
Ask yourself how your customer base can influence the retailer’s current customer base. When it comes to working with this team, partner to improve traffic in the stores and boost conversion. Demonstrate that your brand attracts more customers to the store and increases the total basket conversion. For example, some holiday shopping spree, such as Cabbage Patch Kids (1983), Furbies (1998) and Hatchimals (2017), resulted in a ton of store traffic and sold out in a flash.
4. In-store operations
The store operations team of a retailer aims to facilitate field operations for everyone. These team members are familiar with the purchase procedures, both inside and out, to get the most out of the aisle placement, which is not ideal. Use a natural buyer flow by buyer profile to your advantage so that your products can reach the eyes – and the basket – of the buyer on exploratory or mission-based trips.
Just as when you set up and prove the value of your business in the beginning, you must offer the customer a genuine experience in the aisles that is not limited to your features and benefits. You can do this through experiences in the aisles or even additional services related to your product lines. Ulta stores are a good example: they offer experience, training, samples and product sales.
When you started, you focused on the most important things you can do to create value for your business in the present moment. So, when you launch your product in store, you come back to the same starting line. But courage: you trained for that. You have already competed in this arena. And you can renew your success – this time in the field of retail – and do it with even greater confidence.