An online company store is an extremely powerful tool for rewarding your team and strengthening your company’s culture. However, while the idea might seem simple ( set up a website, add some products, hit publish), the execution requires far more nuance. Otherwise, you’ll get a poorly designed store that only alienates your colleagues.
And that is exactly why, in this article, we’ve decided to give you eight practical tips that will help you create the best online company store.
Table of Contents
8 Essentials of Creating Best Online Company Stores
Get Full Support From Stakeholders
Securing buy-in from leadership is all about creating a top-down commitment to the store’s success. Without this, the initiative can feel like an afterthought, making it harder to secure resources or gain traction.
Leaders should be involved early, especially when defining the store’s purpose, e.g. a reward platform, a marketing tool, or both. Their input can shape decisions on pricing subsidies, product selection, and promotional strategies. On top of that, when leadership champions the store, employees are more likely to engage with it.
Collaborate on Product Selection
Selecting the right products is trickier than it appears. Too often, the person managing the store chooses items based on personal preferences or what’s trending in the promotional products industry. This can lead to an assortment that doesn’t resonate with its intended audience.
On the other hand, something like a cross-functional review committee will have a broader perspective. Involve representatives from HR, marketing, and teams who frequently interact with customers. For example, field technicians might suggest durable branded jackets, while office staff could prioritize desk accessories. Employees from different regions can flag cultural considerations or climate-specific needs.
Collaborate on not just what to offer but also how. Discuss practicalities like color options, branding placement, and whether gender-neutral alternatives are necessary.
Keep SKU Counts Low Enough
A common mistake is overloading the store with too many SKUs. While variety can seem like a good thing, it often creates more problems than it solves. Large inventories complicate fulfillment logistics, increase costs, and overwhelm users.
Instead, prioritize curated versatility. Focus on products that serve multiple purposes or have broad appeal, such as insulated drinkware, tech gadgets, or stylish bags. Offer fewer choices but ensure they’re of higher quality and resonate more strongly with your audience.
However, be mindful of offering enough diversity to account for varying preferences. For instance, include a few standout items like premium wireless earbuds alongside staples like branded hoodies or caps.
Mind the Sizing for Apparel
Clothing is often the most challenging category in company stores. Sizing issues – especially for women’s apparel – are one of the biggest sources of dissatisfaction. Variations between brands, styles, and even individual items can lead to ill-fitting products and unhappy recipients.
To combat this, provide comprehensive sizing information – including detailed size charts, fit guides, and fabric descriptions. For women’s items, highlight specific fit details (e.g., slim cut, relaxed fit) and compare them to common benchmarks. Feedback from trial samples can also add credibility – “This jacket runs small; we recommend ordering one size up.”
Inclusivity is key, too. Ensure the store offers extended sizes, from XS to 5X, and clarify whether the fabric has stretch or not.
Invest in Quality Over Quantity
Your company store is a reflection of your brand – cheap, poorly made products can damage morale and send the wrong message to customers or employees.
Quality doesn’t always mean choosing the most expensive option, but it does require careful vetting. Request samples from suppliers, and put them through real-world tests. Does the mug’s logo survive multiple dishwasher cycles? Does the bag’s zipper withstand daily use? Employees and clients should feel proud to own and use these items, not disappointed by their performance.
Also, consider offering tiered product lines. For instance, standard options like cotton t-shirts can cater to everyday needs, while premium items like waterproof jackets appeal to special occasions or VIP audiences.
Subsidize Costs for Your Employees
If employees or clients perceive the items as too expensive, they’re simply less likely to engage. That’s why you should aim to subsidize the pricing (e.g. partial discounts or complimentary items) – it removes barriers and creates goodwill.
For example, you might give employees a $25 credit for the store as part of an annual recognition program, allowing them to choose what they value most. Similarly, covering shipping costs or providing free items reinforces that the store is a perk, not a profit-driven venture.
You should also try to align subsidies with recognition milestones. Employees celebrating five or ten years with the company could receive higher-value credits or exclusive products to honor their loyalty.
Experiment with Temporary Stores
Permanent company stores aren’t always the best solution. Temporary stores, such as pop-ups or pre-sales can be ideal for distributing limited-edition merchandise, managing one-time campaigns, or testing new ideas before rolling them out permanently.
This way, pre-sale models eliminate inventory risks by collecting orders upfront. For instance, during a recognition event, you could offer branded jackets or backpacks in various colors and sizes. Only once orders are collected will production begin.
Pop-ups, on the other hand, work well for time-sensitive initiatives, such as holiday gifts or team-building events. They also allow companies to test demand for specific products or designs without committing to a long-term store.
Use the Store to Communicate
Your store can also be an opportunity to reinforce your company’s culture and values. Use the store’s homepage to showcase messages of appreciation or highlight achievements. For example, a banner could read, “Thank you for being amazing at your work!” Similarly, you can send out emails sent with short notes of gratitude or motivational messages.
Even the packaging can reflect your brand values. Thoughtful touches like eco-friendly materials or personalized thank-you cards make a lasting impression.
Conclusion
So, how to set up an online company store? With attention to detail and a collaborative approach, your company store can become a massive morale booster as well as an expression of your organization’s values. Get it right, and it will serve as a testament to your company’s thoughtfulness – and your team will be happy.Ultimately, it’s all about nurturing a workplace culture where employees feel valued, appreciated, and satisfied. If you feel that the task of setting up a company store is too big for you, reach out to a branded merchandise agency like BrandScape. We will take all the responsibility on, leaving you only to reap the rewards of the best online company store for employees.
