When it comes to setting up your new Supplier products for success, two key ingredients are prominent placement and promoting your products well!
Product placement
On your homepage
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Homepage highlight: feature your new products or collection on your homepage
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Featured collection: consider grouping your new products alongside your own existing products – “marketplace” or “Brands we love” collections catch consumers’ eyes and set these items apart from the rest of the site!
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Additions to navigation bar: If you add a new collection or set of products, consider adding it to your navigation bar to make it easy for customers to discover where they live on the site
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FAQ page: adding answers to your existing FAQ page (or creating one if you don’t have one!) that explains why you’re selling third-party products. This should include key information about how returns are processed, how customer service is handled, and how items are shipped.
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For time-sensitive holidays, we recommend including shipping “cutoff” information from each supplier for maximum customer transparency.
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- Site Banner: consider highlighting the new launch with a top-of-site banner, or a pop-up message
On your product page
When you add approved Supplier products to your Retailer, Canal transfers over all key product information, including price, cost, title, and images. We recommend supplementing the Supplier’s copy by adding additional information in your own brand voice. Here are some things to consider:
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Flattering imagery: include product photography that shows the products from a number of different angles
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Engaging product copy: consider the storytelling behind including this new brand on your site – why do you love it? Share that with your customers, as well as any other important information about the product (such as dimensions)
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Callout to brand: highlight that this is another brand’s product in a way that makes it more obvious to the customer; this could be a “brands we love” graphic on the product image, or some sort of highlight text
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Link to FAQ: If you’ve done all of the above, we recommend taking it a step further by linking to the FAQ page within your PDP copy.
Additional places
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PDP Cross-sell: Purchase intent is high when customers are reviewing the PDP. Include complementary products to your cross-sell offering to capture that intent. Products positioned as good “bundle” add-ons perform well within a Cross-Sell offering.
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Tip: Consider allowing cross-sell options to live above the fold captures consumer attention and encourages add-on behavior.
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In-cart Upsell: Add Canal-powered products to your in-cart Up-Sell. Including partner products in your Up-Sell will provide your customers the opportunity to round out their cart with complementary partner products. Low ticket items prove to be “easy add ons” when customers are purchasing a high ticket item.
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Post-purchase Upsell: consider using a post-purchase upsell app to allow people to add products to their cart for a time period after they checkout
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Bundling: consider bundling your existing products with your new third-party products to create an introductory experience or easy-to-use kit for new customers.
Promoting your new products
When it comes to promoting your new products, keep in mind that it might take your customers a bit longer to warm up to your new brands. For that reason, we recommend generating a little extra excitement and buzz around these new additions:
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An announcement email: We recommend including your marketplace products in an email to your customers to officially announce the initial launch.
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Social posts: Create a social post to announce your launch, and where possible, use it as an opportunity for collaborative marketing with partners.
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Creative content for blog and social: Besides announcement posts, we love when brands develop content that celebrates the moments behind the products. An example for food and beverage brands could be a recipe that pulls in several of the products; for home and decor brands, it could be how to create the perfect cozy ambiance for when you don’t want to leave your house.
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Personalize the messages: Add details around why this collaboration is perfect and what your team loves about the products you hand selected for your customers.