According to a PPAI research from 2023, 84% of consumers say they use promo products when they represent brands or causes they know and like. This stat speaks for itself – a company merchandise store can be a very powerful tool for boosting employee morale and strengthening your brand – if done right. But how do you do it right?
In this article, we will leverage years of experience in company merch store setups and explore the essential “do’s” and critical “don’ts” of this fascinating process. And, as a bonus, we’ll have a look at what we think is a great example of a company merch outlet – and try to learn from it. So whether you’re looking to create a perk for your employees or widen your audience, these tips will help you build a store that truly reflects your brand and engages everyone who visits.
Table of Contents
Do’s of Setting Up a Company Merchandise Store
Remember, the goal is to create an extension of your brand that people will be excited to interact with and purchase from. And these “do’s” should help you stay on track towards achieving this goal – your online company swag store will be only functional and engaging for your employees and fans.
- White Label Your Store
The first step is to white label your store. This means customizing the storefront to reflect your brand’s identity, including logos, color schemes, and design. A white-labeled store will make it feel like an extension of your brand for users rather than an unrelated third-party platform. On top of that, a white-label solution lets you make the company merchandise store truly yours. You can tweak everything from the cheonline company swag storeckout flow to the product categorization, so that it aligns perfectly with your brand’s vibe.
- Optimize the Checkout Process
The goal here is to make buying from you as frictionless as possible, reducing the steps needed to complete a transaction. Aim for a process with minimal clicks – ideally, no more than three steps from cart to confirmation (account creation \or guest checkout, shipping info, and payment). Even better if you can integrate with popular digital wallets for one-click purchases.
- Implement Robust Order and Shipping Confirmations
Communication is key in any kind of eCommerce, especially when it comes to order fulfillment. Make sure your internal company store sends out an order confirmation immediately after a purchase, followed by shipping confirmation when the order is dispatched, and finally, a delivery confirmation once the product reaches its destination. This keeps your customers informed at all times and reassures them that their order is being handled professionally.
- Carefully Select Your Product Mix
Think about what items best represent your brand and will be appreciated by your target audience. This might include essentials like t-shirts and mugs, but don’t be afraid to get creative with items that reflect your company culture or values – regardless, quality should always be a top priority. Balance popular staples with unique or limited-edition items that generate buzz. Also consider the season, current trends, and the specific tastes of your employees or fans.
- Implement Search and Filtering
A well-organized store is essential for a smooth shopping experience. That’s why you should implement search and filtering options to help customers quickly find what they’re looking for. This feature is especially important as your product catalog grows – helping your customers to sort products by categories, price, popularity, and other relevant criteria, you improve their experience and increase the likelihood of conversions.
Bonus: Nice-To-Haves
While the above essentials are critical, there are also some “nice-to-have” features that can enhance your store. Offering co-branded items, for example, can create additional value by pairing your brand with another well-respected name. On top of that, you can expedite shipping options to cater to those who need their items in a hurry.
You can also reach out to company store setup experts to help you with some advanced features – for example, integrating social media that will allow customers to share their purchases online, making your brand more visible.
Don’ts of Setting Up a Company Merchandise Store
While knowing what to do is essential, understanding what not to do is just as important – from our experience, avoiding the below pitfalls will definitely help your store thrive. So, here are the critical “don’ts” to keep in mind:
- Don’t Put the Financial Load on Employees
It might seem logical to reduce company risk by passing the financial burden of purchasing items onto employees, but this approach is a major misstep. Expecting employees to pay out of pocket can breed resentment and undermine the positive impact your merch store is meant to have. So when setting up a company store for employees, the goal is to make it a perk, not a burden, so consider subsidizing costs or offering items as rewards to maintain a positive company culture.
- Don’t Include Low-Quality or Inconsistently Decorated Items
As we mentioned before, quality matters – especially when your brand’s reputation is on the line. Cheap or poorly made products can damage your brand’s image, making it seem that you don’t value quality or your employees. Consistency in decoration, whether it’s the logo placement, color accuracy, or design, is equally important. Any deviation can create a fragmented brand experience, leading to confusion and a lack of trust in your brand.
- Don’t Omit Costs from Checkout
Be transparent about all costs from the start – not including all costs at checkout (shipping, taxes, additional fees) can lead to unpleasant surprises for customers. This practice not only frustrates – it also leads to abandoned carts and a loss of trust. Make sure that all costs are clearly itemized and visible before the final purchase step.
- Don’t Use Multiple Platforms for Your Store
Using multiple platforms might seem like a way to broaden your reach, but it can actually do more harm than good. Managing such a store can lead to data discrepancies, making it difficult to maintain the accuracy of all the data and possibly resulting in inventory mismatches, lost orders, or inaccurate reporting. That’s why you should try to stick to a single, reliable platform so that all your data remains consistent and manageable.
- Avoid Rushing the Launch
It can be tempting to rush the launch of your online company swag store, especially when there’s excitement around the new venture. However, launching too soon without thorough preparation can lead to technical issues, unpolished user experiences, and a lack of product availability – all of which can hurt your brand. Take the time to ensure everything is in place, from the user interface to the product inventory, so that your store’s debut is smooth and successful.
Bonus: Be Cautious with Questionable Practices
There are certain practices that, while generally risky, can be beneficial if used well in specific circumstances. Use these strategies cautiously and only when the specific situation warrants it.
For example, the timing of collection for Duties and Taxes (D&T) on international sales can be tricky. While it’s usually advisable to handle these fees upfront to avoid complications, in certain cases, delaying the collection might benefit your company – such as when dealing with high-value items or specific markets.
Another example is Print on Demand (POD). Although POD can be a low-barrier entry point for a company merchandise store, the items may not always reflect the highest quality. However, POD can be a useful tool for gauging interest in certain products before committing to bulk inventory.
Examples of Companies Running a Successful Merchandise Store
To understand what makes a company’s merchandise store successful, let’s look at a real-world example where the above strategies and practices have been implemented very well. One such example is the store run by Devils Backbone Brewing Company – in our opinion, it is a prime illustration of how to create a compelling and profitable merchandise experience:
- Strong Brand-Product Connection: One of the key factors behind the success of Devil’s Backbone’s store is the strong tie between the brand and its custom products – each item in the store is a reflection of the brand’s identity. Apparel, drinkware, accessories are all made to resonate with the company’s core values. That’s why customers can easily buy into a lifestyle that the brand represents.
- Deep Understanding of Their Customers: Devils Backbone clearly knows what their customers want. Their item selection speaks directly to the tastes and preferences of their customer base (e.g. colorful, vibrant swag for younger, active audiences). On top of that, their store uses item pictures that are real-life photos made by the community instead of bland ones made against a neutral background.
- Prioritizing Marketing for Brand Awareness: Maybe the most important of all, Devils Backbone treats their merch store as a key component of their overall brand strategy, not just an afterthought. They actively promote it through various channels, so that both existing customers and potential new ones consistently get reminded of it.
Conclusion
Creating a successful company merchandise store is about striking a healthy balance between brand integrity, customer experience, and practicality. The most effective stores are those that feel like a natural extension of the brand, offering products that customers and employees genuinely want and are proud to use. Practices like white-labeling the store and optimizing the checkout process are crucial for an experience that will reflect well on your company.
At the same time, don’t expect employees to foot the bill for branded items or rush the store launch altogether – this can erode the positive morale you aim to build, and result in technical glitches and a poor first impression. Ultimately, if you feel that the task of setting up an efficient store is too overwhelming, consider reaching out to company store setup experts like Brandscape who will take all the responsibility, leaving you to only reap the rewards.
