1. Find a platform that works for your needs.
If you don’t have the in-house resources to build online company stores for clients from the ground up, consider using a platform like Shopify or Wix or a promo-specific platform like that available from ASI to host them. Compare the offerings and find the one that would work best for your clientele. Consider using just one platform for all company programs so you can become familiar with the inner workings and only have one support line to call in case you need to troubleshoot.

2. Ask qualifying questions.
Company stores aren’t for everyone. If a client only offers a couple products for their needs or doesn’t spend a lot on promo, the investment it takes to build one won’t provide sufficient ROI. If a client asks about company stores, take a critical look to determine if they would be a good fit. If they’re not, come up with a substitute solution. They’ll appreciate you thinking about what’s best for them rather than piling on tech that won’t serve them. If they’re a good candidate for a company store, make certain that the program solves an ongoing pain point for them, like streamlined invoicing, inventory management and brand protection.

Between March and September this year, online merchants earned an extra $107 billion because of the pandemic. (Adobe)

3. Tout programs’ ability to protect a brand.
When a company has multiple locations, there’s a prime opportunity for buyers to purchase whatever strikes their fancy, even if it’s off-brand. With a company program, however, all products are managed by the distributor and purchased from a central digital platform. This helps eliminate rogue spending and unapproved branding, and distributors add value by becoming a critical extension of a brand’s marketing team.

4. Think of COVID-specific needs to address.
With so many people shopping e-commerce during the pandemic, end-buyers’ company stores have an opportunity to make in-roads with growing audiences. Consider redemption programs for employees to claim their work-from-home incentive kits as a thank-you from their employers. Or, perhaps give end-users access to a lineup of swag to pick from after they register for a virtual event. As workplaces open back up, it’s also a way to get PPE into employees’ hands before they return. And for much-needed funds for clubs and sports teams, consider selling spiritwear and hard goods to members and their families.

57%: Percentage of distributors that currently offer company stores. (Counselor 2020 State of the Industry)

5. Consider fulfillment challenges.
With the number of people working from home, tap into drop-shipping capabilities to make sure items can be shipped to individual homes on time. In addition, with all the e-commerce shipping taking place now, freight companies like UPS and FedEx are overextended, resulting in shipping delays. Put disclaimers on orders that delivery may be held up because of the pandemic. If it’s a date-sensitive shipment, build in enough buffer time to mitigate the chances of a late delivery.