Creating a branded company store can be a powerful way to share your brand with employees, customers, and fans, providing them with quality merchandise they’ll love. But setting up a successful store takes more than just picking out a few items and hoping for the best! Businesses often stumble on common issues that impact the effectiveness of their branded merchandise stores, leading to missed opportunities and added stress. Fortunately, learning what not to do can help you set up an online store that truly benefits your brand, with fewer headaches along the way.
Before we scare you off, here's a reminder of the reasons "Why Companies Should Sell Branded Products".
If you’re ready to bring your brand to life with an online store, Swagopoly Microstores is here to make the journey smooth and successful. Check out "Why Swagopoly" to see how its on-demand e-commerce platform, complete with a fully-provisioned selection of the most popular branded merchandise, can help make your store launch a success!
Mistake #1: Not Identifying Your Target Audience
One of the first mistakes businesses make with branded merchandise stores is launching their shop without a clear idea of who they’re selling to. Are your primary customers employees, who want comfy branded apparel to wear to work events? Are they fans or customers who enjoy showing off their connection to your company? Maybe you’re creating products for loyal clients who value quality branded gifts. Without knowing exactly who your audience is, it’s hard to choose the right items or even plan your marketing approach.
To avoid this, take some time to define your target audience. List out key characteristics, like their preferences, needs, and what they’re most likely to enjoy using or wearing. A platform like Swagopoly Microstores makes it easy to experiment with different product types without the upfront costs or risks, so you can adapt your offerings as you learn more about your audience.
Mistake #2: Selecting the Wrong Products for Your Company Store
The excitement of creating branded merchandise can sometimes lead to stocking too many items—or not enough variety. Businesses often fall into the trap of offering items that they think look cool but might not align with what customers actually want. Picking the wrong products can lead to inventory issues, and worse, a lack of engagement with the store.
Swagopoly Microstores helps you sidestep this problem by providing a fully-provisioned selection of the most requested branded items. Their on-demand model also means you don’t have to worry about carrying excess inventory, as products are produced only when they’re ordered. This way, you can add popular items that appeal to your audience, without the risk of ending up with a closet full of unsold stock.
Mistake #3: Neglecting Quality Control
When setting up a branded merchandise store, quality matters—a lot. No one wants to receive a T-shirt that shrinks after one wash or a pen that stops working within a week. Low-quality products can actually hurt your brand by leaving customers with a negative impression.
Avoid this pitfall by working with trusted suppliers like Swagopoly Microstores, which offers high-quality branded products. Swagopoly’s fully-provisioned catalog includes the latest trending items and maintains quality standards, so your brand’s merchandise will reflect the value and professionalism you aim to convey. With Swagopoly’s focus on quality, you can ensure your branded items will be something people use, love, and keep around.
Mistake #4: Overlooking Brand Consistency
A company store is an extension of your brand, so consistency is key. Some businesses fall into the trap of offering items that don’t align with their brand identity, either in color, design, or message. This can dilute your brand image, making it harder for people to connect with the message and values you represent.
Swagopoly Microstores allows you to easily customize your merchandise to reflect your brand’s colors, logo, and overall aesthetic. By working with Swagopoly, you ensure that your products are consistent with your brand’s identity, creating a more cohesive experience for customers and employees. And if you’re not sure how best to represent your brand visually, Swagopoly’s experienced team can help you select and design items that align with your company’s look and feel.
Mistake #5: Failing to Market the Store Properly
One of the biggest pitfalls in branded merchandise stores is simply setting up the store and waiting for people to show up. Without active promotion, your company store could go unnoticed by the very people it’s meant to serve. While setting up an online store for branded products is important, promoting it is what drives traffic and sales.
There are many ways to market your branded merchandise store, from email campaigns and social media posts to promotions within your own company. Swagopoly Microstores makes it easy to build a targeted marketing plan, whether you’re promoting your store to employees, customers, or a larger audience. With Swagopoly’s support, you can run campaigns that boost visibility and engagement, ensuring your store is always a go-to destination for branded products.
Mistake #6: Ignoring the On-Demand Advantage
Inventory management can be one of the biggest headaches in running a merchandise store. Many companies find themselves stuck with unsold items when they order in bulk, which can quickly become costly. One of the best ways to avoid this is by using an on-demand e-commerce platform like Swagopoly Microstores.
With Swagopoly’s on-demand model, products are produced only when they’re ordered, meaning you don’t have to worry about forecasting or warehousing. This setup provides both flexibility and convenience, allowing you to change up your store’s offerings without worrying about being left with excess inventory. Whether you’re adding seasonal items or testing out new product types, the on-demand model makes it easy to adapt and stay relevant with minimal risk.
Mistake #7: Pricing Incorrectly
Another common mistake businesses make with branded merchandise stores is setting prices too high or too low. While it’s tempting to set prices as low as possible, this can sometimes give customers the impression that the items are low-quality. On the other hand, pricing items too high can scare customers away, especially if they’re not used to paying premium prices for branded merchandise.
To find the sweet spot, consider the perceived value of your items, taking into account their quality, purpose, and target audience. Swagopoly Microstores can help by providing market insights and pricing suggestions based on the most popular branded merchandise items. Their fully-provisioned selection includes products across various price points, so you can choose items that fit your budget and meet customer expectations.
Mistake #8: Not Providing Enough Variety
A limited selection of items can lead to lost opportunities. Some people may want a branded hoodie, while others might prefer a water bottle or a hat. Offering a range of products allows your store to appeal to a wider audience and gives customers options that suit their personal style or needs.
Swagopoly Microstores makes it easy to provide a broad selection of popular branded merchandise without the hassle of traditional inventory management. With Swagopoly, you can update your store’s offerings regularly, keeping things fresh and appealing to both new and returning customers.
Mistake #9: Not Having a Clear Purpose for the Company Store
When launching a branded merchandise store, it’s important to know why it exists and what you hope to achieve. Is it for employee engagement, a customer loyalty program, or a revenue stream? Without a clear purpose, it’s easy to lose focus and miss opportunities to build connections or create value for your audience.
By defining your goals upfront, you can better select items, set pricing, and plan promotions that align with your store’s purpose. Swagopoly’s platform is flexible and supports a range of uses, so whether you’re creating the store as a perk for employees or as part of a customer engagement strategy, Swagopoly can tailor its approach to support your goals.
To help hone your e-commerce strategy, learn more about the "Benefits of an E-Commerce Store for Company-Branded Merchandise".
What Not to Do When Setting Up an Online Company Store for Branded Products
To recap, here are a few common pitfalls to avoid:
Don’t skip identifying your target audience.
Avoid selecting low-quality or irrelevant products.
Make sure your merchandise reflects your brand’s identity.
Promote your store actively, don’t assume it’ll promote itself.
Don’t get stuck with excess inventory; use an on-demand model.
Keep prices balanced and reasonable.
Offer a variety of products to cater to different tastes and needs.
Be clear on the purpose of your store from day one.
Avoiding these common mistakes will set your branded merchandise store up for success. And if you’re looking for a hassle-free way to get started, Swagopoly Microstores is here to help. With an on-demand platform, fully-provisioned product selection, and support at every step, Swagopoly makes it easy to launch and maintain a high-quality store that reflects your brand’s values and goals.
Swagopoly Microstores is your "Go-To Online Store for Corporate Branded Apparel".
To get started, book a call to see how the platform can turn your company store into a valuable asset that delights customers and employees alike.
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