The key to owning or managing a thriving retail store or chain is finding unique ways to set your establishment apart from competitors. You have to bring something unique to the table — which is why many companies launch their own in-house brand. However, whether you plan to bring in a product with an incredible warranty, gender-neutral packaging or medical-grade silicone, there are a number of important things to consider first.

Do the research

One of the worst things companies can do, when prepping to launch a product, is not take the time to do their homework beforehand. Utilize this time to review previous reorders, to get a clear sense of what your client base is most interested in and most likely to invest in. Keep in mind that every location is different; some products and practices thrive in certain cities but not in others. It is vital to stay in tune with the community and what particular niches are trending, to ensure you have a successful launch that meets your customers’ wants and needs. So pay attention, and maybe even conduct a little survey via your social platforms asking people what they want. Listening to your loyal customers prompts reciprocation. Invest in them and they will invest in you.

Employee involvement

Your employees are your best and your worst customers, so apply their base product knowledge and experience to your launch plan. Who better to review and offer insight during the design process than your staff, who are already well versed in the plethora of pleasure products, are more likely to give an honest review, and understand your customers’ wants and needs? Take advantage of this opportunity before launching a product, especially a product with a newer concept that has not hit the shelves yet. Order a few samples to divvy up among staff to encourage constructive feedback and minimize the time going back and forth to the drawing board. Not to mention, successful sales rely heavily on the sales associate and how invested they are in a product. Authentic, honest sales reap the best rewards.

Tell the story

Consumers expect sales reps to be 100% forthcoming and knowledgeable about the products they stand behind, and they will expect the same when it comes to your own in-store product. Even on the off chance your sales rep is uncertain about the product’s specs, they should be able to offer the brand’s history and story. This is the “why” behind everything: why your company decided to make its own brand, why you chose the products you did and how your mission statement came to be. This tactic has been proven to aid in completing the sale.

Don’t be shy about using the word “local” in your story. People love supporting local products and businesses and are more inclined to invest in something close to home. This added touch of connecting your product with your community is also a great advertising opportunity, and a great potential setup for a soft launch.

Soft launch or hard launch?

Now here comes the fun part: deciding whether to host a soft launch, hard launch or both. Soft launches are less publicized releases, and can be done in stages by introducing a new product or service slowly, to test the waters. A hard launch, otherwise known as the “go big or go home” approach, involves making a big announcement once the product is stocked and ready. This approach reaches a wider audience and is more sales-driven and focused. It generates more awareness surrounding the product and will attract new client attention.

Many establishments start with a soft launch to gain traction and gather feedback, then follow up with a hard launch once they feel confident that the new product/service will be well received and successful. This approach tends to reach a smaller audience and focuses more on gaining insight and feedback versus sales. Since there is no formal announcement, this launch model relies heavily on word of mouth or in-store sales/advertising, giving you the benefit of choosing the active participants, typically loyal customers. Pairing both launches is a great tactic to hook and grab people’s attention and ensure a successful launch and a good rapport for the brand and company.

Getting your brand onto the market and into the hearts of your customers is no small feat. By utilizing internal resources, such as staff and loyal customers, you can help expedite and perfect the process, reducing the chances of a failure to launch. Don’t rush the process; take the time to really get to know the product and what it stands for, in order to ensure more authentic and successful sales. That way, when the time comes, you can go big!

Tips for Retailers on Launching an In-House Brand by Kaitlyn Lembke originally appeared in XBIZ