From Online to Retail: What Insights Have We Gained?

Hi LinkedIn fam,

As January draws to a close, I hope your year is off to an excellent start. Here at CircuitMess, we've been firing on all cylinders, juggling multiple exciting projects, and sending our products to curious minds worldwide.

This year, we already had the privilege of attending two major tech events – CES in Las Vegas and BETT in London. These experiences have left us brimming with insights, fresh ideas, and a bunch of new connections in the industry. We're excited to leverage these connections as we continue our journey this year.

Towards the end of last year, we made a strategic shift by introducing CircuitMess products in different retail stores across Croatia. While it wasn't our first rodeo in the world of retail, it was a bit like stepping into a new adventure. We've learned some valuable lessons along the way, and I’ll use this opportunity to share them with you.

The Decision to Enter Retail Stores

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For the longest time, our main mission was to conquer the digital realm through our online store, and boy, did we thrive! But you know what they say – "Never say never," and we couldn't agree more. The chance to explore the world of retail stores came knocking at our door, and guess what? We opened it wide!

Before you leap into a similar adventure, take a moment to envision where you see your business in the future. Here's the twist – engage in heartfelt conversations with someone who's been in your shoes, whether they dove into retail or chose a different path. Those shared stories are like gold nuggets as you plot your next epic chapter.

Lessons Learned from Retail Stores

1. Stand Out in the Crowd: Mastering Retail Visibility

In the vast landscape of online shopping, standing out can be challenging.?

Placing your kits in retail stores offers a powerful solution to boost your visibility, particularly at the local level.?

We experienced this firsthand at CircuitMess, as our presence in Croatian retail stores significantly raised awareness about our projects. Even those who hadn't previously considered our products were drawn in by our eye-catching packaging, opening the door to potential loyal customers.

2. Design and Packaging Matters

Here's another important lesson we've embraced – the importance of compelling design and packaging in the retail arena.?

While crafting packaging for an online store often centers on practicality for shipping, the retail shelf demands an entirely different approach. Your packaging should not only capture consumers' attention but also differentiate your product from similar offerings.?

Moreover, it's worth noting that our brains tend to associate a product's price with its size in most cases (with exceptions like smartphones). If your product carries a higher price point, ensure that its packaging reflects the value it delivers, justifying the chosen price.

3. Shop Today, Enjoy Today: The Benefits of Immediate Purchase

We've all been stuck rushing to find a last-minute birthday present. In such situations, webshops simply aren't practical – the anticipation of waiting at least two days for delivery (or even longer if it falls on a weekend) can be a deal-breaker. This is where having your product available in retail stores can make a significant difference.

At CircuitMess, we've received many requests from customers about the possibility of ordering a package and having it delivered on the same day. Whenever it's realistic, we go the extra mile to ensure our customers receive their packages as soon as possible. However, there are times when this expedited delivery isn't an option, and that's when I’m extremely grateful that our products are easily available on store shelves.

4. Turning Inquiries into Improvements

If you're considering jumping into the realm of retail stores, I highly recommend exploring in-store promotional opportunities. These promotions can significantly boost awareness of your products in a physical market.

Moreover, a presence in stores allows you to ensure that your products are strategically positioned for maximum visibility, capturing the attention of every passerby.

One of the most valuable aspects of this in-store experience is the direct interaction with customers. They will have the opportunity to ask any questions that may have prevented them from making an online purchase. This direct feedback can give you valuable insights into how to improve your products and services.

And in those moments, you stop being a sales bot and instead become a friendly face with whom they have a genuine conversation.

5. Market Testing

Before your products hit the shelves of a retail store, both your and their teams will go through a market testing process to determine the viability and mutual profitability of this business concept.

This in-depth market testing phase provides valuable insight into various aspects of your business, highlighting areas that may need to be improved and explaining why you are (or are not) eligible for in-store product placement.

As mentioned, the retail industry differs from online sales, and the metrics you've become familiar with may provide limited guidance in this particular context.

6. Beyond the Digital Realm: Embracing Physical Marketing

While online ads, social media campaigns, and website banners are still a vital part of your marketing strategy, it's important to understand their limitations—they only reach the people you've already identified as your target audience. Now that you've entered the physical stores, it's time to take the next step and broaden your marketing efforts to include physical goods.

This includes designing stands for your products, adding banners to stand near them, and creating posters to be displayed in store windows, inviting people walking by to enter and check out your offer.

Keep in mind that you may not have as much freedom as you do when creating content for your website. You'll have to follow some rules that will be set from the other side as well. Ensure that both parties are equally satisfied with the final product.

7. Scaling Opportunities

If your product sells well in your local store and you get positive customer feedback, it could lead to national or international sales.

Many stores in your city or country have locations in other countries as well, and you can ask about the possibility of expanding into those countries. This can lead to many new opportunities for your company and an increase in brand recognition.?

However, don't make this decision without thinking it through first. Keep in mind that each country has its own set of laws and language, so you'll need to ensure that everything (including the text on the boxes) is translated and that you have the resources to do so.

8. Retail Partnerships

With the scaling opportunities in mind, make sure to nurture the retail partnerships you have. These partnerships can open many different doors for you.

One significant benefit is the potential for exclusive collaborations. Imagine your product prominently displayed in stores with an "Exclusive" label. This not only sparks curiosity but also boosts consumer interest. Such partnerships elevate your brand and establish your presence in the market.

Additionally, these retail relationships can open up new distribution channels. By teaming up, you gain access to their established customer base, extending your reach beyond your current boundaries.

So, if you want to take your brand to new heights, investing in these retailer connections can bring various opportunities, from exclusive collaborations to broader distribution networks, all contributing to your business's success.

In conclusion, our journey into the world of retail stores has been a remarkable adventure. We've discovered the value of visibility, the power of design and packaging, the importance of immediate purchase options, and the wealth of customer insights that in-store interactions provide. Market testing has given us valuable feedback and new perspectives, and embracing physical marketing has broadened our horizons.

With each lesson learned, we're more excited than ever to continue our path, leveraging these experiences to drive CircuitMess to new heights.