Hi! I'm Tessa from Krmbal and I'm going to give you my top 3
tips for running pre-orders for merchandise.
While it's great to be able to ship as soon as someone
orders an item, there are some benefits to doing a pre-order. First, you can
gauge interest in a design. I will usually launch two new designs at time, but
am often surprised at which design is the more popular of the two. I think that
comes from being so close to the designs that I can't accurately judge since
I'll love them all! Seeing that interest can help you adjust your quantity to
make sure you're not ordering a ton of a design that isn't as popular or vice
versa, not ordering enough for a design that's very popular. For items like t-shirts, it can also help judge
which sizes you'll need the most of. You don't want to be stuck with a bunch of
smalls if your customers want XLs!
I'm actually doing a pre-order right now for a totally
different reason. I modified Krmbal's signature Shop Indie design to say Shop
Green for a custom fundraiser tee for Zeleny Fair, which is an eco-festival in
the Kansas City area. They're going to sell them to support their festivals and
their mission to support Heartland Center (a camp and retreat center) and
Graydon Springs (a non-profit who aims to purchase and promote the use of land
in Missouri for education, recreation, community, Ozarks Heritage and
sustainability). Since Zeleny Fair's eco-festivals are located in the Kansas
City area, we're working together on the pre-order to help extend their reach
to bring both more awareness to their cause and help raise additional money
from people who don't live in the area and can't attend their events. The pre-order is now available in my shop - with a white print on a 100% organic cotton Green Apple colored tee. $5 from
each pre-order tee will go back to Zeleny Fair and tees should arrive no later
than May 30th, which actually will be the date of Zeleny Fair's next mini
festival in Parkville, MO! This tee will only be available via pre-order in the
Krmbal Storenvy shop until Friday, May 9th or in-person at Zeleny Fair, so if you aren't local and want to scoop one up do it now!
Now to my tips!
1. Post a ship date and stick to it!
First and most important is to make sure you do what you say
you'll do. If you don't, your customers can lose trust in you. So pick a ship
date that you know you can achieve and post it, so that customers who are
thinking about ordering the pre-order will know when they will get their items.
Some people may only want to buy
ready-to-ship items, but those that don't mind a pre-order will at the very
least want to know when they'll have it by. This is especially important if
they're shopping for a gift - so make sure you can post a date and have plenty
of time to meet it.
There are some instances that can be outside your control
that can affect this date. For me, I once had an incident where my tees were
printed and on their way to me, but something happened and UPS shipped my
package back and forth between 2 cities for a week and then a big snowstorm hit
and it was a holiday weekend. I didn't end up getting my package until after
the ship date I'd posted. UPS was actually pretty great about it and totally
made up for their error, but while that helped me somewhat, it didn't help me
with customers who weren't getting their items that they'd paid for on time.
Luckily, as soon as I found out what was going on and when I would actually
have the product, I was able to notify my customers with an apology and offered
them a discount code and gift in addition. Also luckily, they were all great about
it. Explaining the situation and trying to make sure I gave the best customer
service I could really saved me.
2. Timing
Timing is everything. Timing matters for your ship date, but
it also matters in order to get the information you need for a pre-order to
really be useful. There's no point in doing a pre-order if you have to post it
without any time to learn from the sales information. Of course, if you're
doing a pre-order for a different reason, like my Zeleny Fair fundraiser, the
knowledge gained isn't really the point of that pre-order, but timing is still
important in order to meet their event date.
When planning your pre-order, take into account the time
it'll take to order your supplies, for those supplies to arrive, to produce
your items, etc -- and then PAD IT. The padding should give you a bit of leeway
in case something goes wrong and honestly, something always happens, even if
it's not as big of a deal as losing a week in shipping confusion. It's better
to be able to ship early and make your customers super happy than ship late and
risk losing them.
3. Check and Double Check
If you've got a business like mine where I have to order a
product from a supplier (t-shirts) make sure you do your homework. I mean
REALLY do it. I had an incident where I checked the website, chose a color tee
made a design for it, put up the pre-order and then went to order it and all of
a sudden that color was gone! Disaster. I had to change everything. I had
ORDERS that I had to offer refunds on or the option to keep the order with the
new color. This actually happened on the same pre-order that came late, so that
was really a pretty hot mess of a pre-order for me.
If I'd actually called up the supplier (I hate calling)
instead of simply checking the website, I might have known that it was running
really low or that I needed to order now to be able to get the very last bit of
the color I'd originally chosen. (To that end - if you're a supplier, keep your
website up to date, darn it!) If at all possible, try to cultivate a
relationship with your supplier, so you have the opportunity to call them up
and say 'Hey, I'm thinking about order X amount of this, will there be enough
in a few weeks? Could you hold some for me?' If you get an awesome sales rep or
customer service person to work with, make sure you send them a thank you if
they go above and beyond. This is your business and if you can't make your
awesome thing without a supplier, make sure you let that supplier know you
appreciate them! In fact, don't tell my print team, but I think the next time I
order Krmbal tees I'm gonna send some cookies out to them because they really
do go out of their way for me. I wouldn't be able to do this without them, so
it's the least I can do to show my appreciation!
So those are my 3 tips for running a successful pre-order.
Here's one last bonus tip - don't post your pre-order at full-price. Anyone who
orders during a pre-order is doing you a favor by sending you valuable stats
for your business. Give them a discount or free shipping to let them know you
appreciate their business and their willingness to wait a bit to get their
awesome new item!
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