Planning on building your own company store? Maybe you should think about that a minute before you jump right in.
We frequently receive calls from smart, ambitious marketers who are looking for someone to take over their company store project. While each case is unique, the consensus boils down to three primary problems:
- Core objectives
Time – By far, this is the number one complaint. Putting together a program like this is complex. There are many different factors to manage, from sourcing, selecting and ordering product to warehousing, managing inventory and shipping the goods to mastering the technology (both front-end and back-end). While each of these tasks might fall within your capabilities, can you spare the time to do them?
ROBYN has been managing company stores for over 20 years now. While we’re not perfect, we do have a lot of experience in putting programs together and we have systems for managing the process. There’s a reason so many companies have chose us as their silent partner to manage their company store program.
Energy – In addition to the great amount of time it takes to put these components together, whoever is doing the legwork better have some stamina, too. Phone calls, emails, staying on top of vendors, tracking shipments, managing the inventory, processing invoices… It doesn’t stop!
Company stores are big part of what we do, so ROBYN has teams of people who specialize in the various aspects previously mentioned and utilize communication systems to make sure nothing falls through the cracks.
Core Objectives – The focus of your business is not to create, make available, and distribute branded products (print, apparel and promotional items). Your team is focused on selling your product or service.
ROBYN’s CEO, Bobby Lehew, suggests asking yourself these three questions:
- Would diverting the time, energy and resources of your staff away from your most critical priority be worth it?
- Does your current brand management system support your #1 priority? If so, is it worth the disruption to test your theory?
- If you have no existing system for managing branded materials, do you create from scratch what already exists and if so, to what purpose?
While it might be possible for you to develop and manage your own company store, perhaps the first question you need to ask is “Should
we do it?”
Posted on Fri, September 7, 2012
by Brian Blake