I have been managing my online baby boutique for almost two years now and have attended the best tradeshows for the juvenile industry, like the ABC Show and Magic Kids. The first year I attended the ABC Show, I was taken aback by how many manufacturers/designers did NOT want to work with online retailers. I even had some walk away after I enthusiastically announced that I was an “online retailer”. It was almost as if I had said a bad word or told a naughty joke.
As I approached booth after booth, I would get, “we don’t sell on eBay,” or “we already have an online store”. I remember thinking; I put all of this work into setting up my business and launching the website only to have to stop short because I can’t find any products to sell.
After walking through a couple of isles, I realized it wasn’t me, designers just didn’t understand how crucial it is to include online retailers in their business model. Here are 5 reasons why you should consider working with online retailers.
- Including online retailers into your circle can boost your brand recognition and sales.
- Online retailers can help your business grow at a faster pace and can extend your reach to consumers you may not have access to.
- Online retailers can increase your credibility. As a retailer myself, when I start to see a brand on several sites, I think maybe I should also be carrying that product. As a buyer, when you start to see a product on several sites you think, maybe I should buy that product!
- Working with other retailers will help generate buzz about your product. The more buzz you receive, the more people will want to learn about your product. This will give you opportunities to talk about your brand to bloggers, in magazine reports and much more.
- Online retailers are selling your product which means more sales for you!
After the first couple of tradeshows, I learned how to “pitch” myself and my store to retailers. As a result, when I attend the tradeshows now, designers recognize the name. Now I get approached by designers who want to get listed in my store.
If you are still are undecided about working with online retailers then check out what some top designers are saying about their experience with online retailers.
“We enjoy selling through online stores because, with a fixed product description, you can ensure an accurate message about your product’s features and benefits. Our experience shows that physical stores drive traffic to online sales, but maybe more often than not, sales are pushed from online to physical locations where customers can touch and feel the products they found online. The two channels are very compatible and complementary.” Erin Lane – www.SCIchild.com
“I’ve partnered with large online retailers like eBags, as well as, smaller online stores and they each bring something unique to the table. The larger online retailers clearly bring great revenues, exposure and new customers to our brand, while the smaller retailers have helped me to make inroads into very niche communities, like parents who use cloth diapers, parents who are advocates of babywearing, etc.” Jill Cartwritght – www.gogagalife.com
“We went to market in early 2008 and have had great success in traditional retail outlets, but also online with HerRoom.com, as well as, through our own e-commerce site. We’ll be adding more online distributors in 2010. “ Jennifer – www.slimpressions.com
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Jim Pearson has spent more than 25 years helping small and mid-size businesses find solutions to their business problems. He specializes in sales, marketing and rapid revenue growth and has helped hundreds of companies make more money.
Gene Culver has more than 15 years of diverse business experience across the music industry, telecom network marketing and business coaching. His specialty is helping individuals with marketing, their internet presence and lead generation.
Thanks for a great article. I started my online business this year (www.tykethreads.com selling hip and unique clothing for boys) and I know what you mean! Despite having a business plan sound enough to get financial banking, one supplier of a recognizable brand would not even return my calls! But I persisted and jumped through all their hoops. In the end, I launched a site with some great brand names and a decent inventory base. Also, despite the slowdown of the economy, in one season, I have proven myself and now I am getting calls from reps wanting me to carry their lines!
I started my site out of personal need. When I was a new mom and nursing my little one every three hours, I had NO time. Period.
Online retailers saves their customers time and gas money. No need to drive from store to store looking for that one elusive item. Online stores make it possible for busy customers to shop when it’s convenient to them — whether it’s during the day or at 2 am when the baby’s finally settled in bed!
I am an online store owner who also has encountered manufacturers who aren’t interested in online retailers. I feel just like you – online stores can only help build the brand.
We have learned the hard way that if a manufacturer says they already have an online store, research that store before you place an order. Some manufacturers discount products so far in their own online store that it’s hard to keep up!
Nice post! It’s so true that online retailers get a bad rap. It takes some digging, but there ARE retailers that will work with you and help you build a reputation and establish more brands.