Company Stores Add Value, Higher Profits (Defining the Company Store)

With branded Web sites, the marketing and sales departments can order everything from corporate literature and promotional products to apparel and trade-show traffic-building programs. Now, along with the employees of the company, anyone designated to do so can quickly shop, customize and order from any location.

Upon creation of its store, the company has already set branding guidelines. These guidelines provide consistency for every campaign and prevent company logos from being used inappropriately. When the wrong logo is used or an old brochure is handed out, you are doing serious brand damage. After all, your client fought hard for the brand in the first place. Why let it be destroyed now? You need to control the brand that your client spent years building. You can explain to your clients that aside from being a convenient place from which to order, many companies (and even some non-profit organizations) have found that co-op marketing or co-branding helps stretch those tight marketing dollars.

Company stores can be on-demand or have the ability to actually hold physical inventory. The on-demand feature is growing in popularity as companies want to offer a variety of products. More and more companies have the ability to digitally print, providing flexibility you may have never experienced before. On-demand ordering may require a higher minimum quantity purchase amount, but requires little or no inventory. By organizing the products and outcome sections, your client can choose what they need for each event or opportunity. For example, if the client is preparing for a trade show in one market and needs handouts or educational materials, they can now pick and choose from a pre-designed and brand-approved selection. This assures that pricing, color and copy usage have all been predetermined.

On the other hand, an inventory program has merchandise available immediately for those that need smaller quantities or need items quickly. Inventory programs require a commitment by your client to make sure items are in stock and ready for immediate shipment. In this system, your client owns everything once the items are decorated and stocked — regardless of whether fads or styles change. Inventory management and fulfillment will be necessary. For this, you must either have the staff and warehouse space or you must outsource and contract these fulfillment services. Be sure to check with suppliers, as some offer this service.

Helping your clients build their company store means you can charge them for these value-added services. It also assures your place with the client for a longer period; you now are more important to the client and elevate yourself from a products distributor to the role of promotional consultant.

There are several industry and non-industry Web-based services for building a custom company store with easy to manage selections, brand identity and ordering processes. Offering more value will benefit you and your clients.

Bruce J. Felber, MAS, is veteran distributor and industry consultant. His company, Felber & Felber Marketing, provides advertising, public relations and promotional services throughout the United States. He can be reached at brucefelber@felberandfelber.com or 330.963.3664.