Post the Audit. We decided to really attack those key problems and this is what we did. Bare in mind, at Talking Tables Scale, some things need to be changed more slowly, as we needd to protect the success they already have!
1. Increase Order to review rate:
- A quick win that we could discuss with the team, we highly recommend this type of message, to be sent 30 days after an order.
- "Thank you so much for your order, we really appreciate it. I've gone through and rated you 5*'s on Facebook and Google, as I know how much this can positively affect your brand. I was wondering if you would mind leaving us a review here: linkhidden"
- Why did this work? Well 1. it shows investment from the brand to the retailer 2. its quick a link is already provided and 3. You'll have done the hard work, so get the rewards by doing the chaser!
2. MOQ was too large
- The minimum order quantity was too large. and this is the number 1 mistake we see Brands make. Why? Because retailers click this button (Screenshot of Brand minimum) "No minimum" So by the time brands have reviewed the no minimum's they have already moved on and found the product they want. You need to be retailer friendly. Now at talking tables scale, its important to talk to the whole business about this. Bring along the journey Brand, Marketing, Operations, Senior Leadership, because this is a potentially scary thing to do. BUT Faire does a great job at not having chancers on Faire! We also recommend increasing the Minimum closer to Christmas when sometimes Fraud orders come in, but thats one you need to consider on a brand by brand basis.
3. Senior management have built an already huge brand but needed to see the connection between Operations mistakes and Faire specific sales decreases.
- The most important factor brands can influence here is improving Operations. Specifically no late shipments, no missing items, no cancelled orders, no damaged items, no late replies.
- Senior leadership was happy but improvements could be made. These numbers need to be perfect and perfect is 0%! Making this connection with Senior Leadership was helpful for the wholesale team to be able to have wider discussions within the business.
