Today, small businesses selling retail products have more opportunities than ever before to connect with a wider, more global audience. But many struggle with how to put their products “on the map” and get discovered by the right retail partners and shoppers.
If you are early on in your product launch and want to ensure success in an increasingly competitive digital marketplace, bookmark this page to remember these three focus areas: Point of View, Channel Strategy, and Product Barcode.
Shopping today is vastly different than it was for previous generations. Celebrating uniqueness and originality is now a key part of brand identity. What’s your brand’s story? What are you saying on the package that creates a personal and emotional connection with the consumer?
Consumers are evaluating products side by side every day, whether they are on a digital shelf or on a physical shelf. Consider this advice from Daniel Scharff, founder of Startup CPG, on how feedback on your ability to compete should be viewed as a gift:
“I think one of the most important things is being brave enough to ask people for real feedback about products, which should be viewed as a gift. It doesn’t mean your product has to please everyone. It’s about having the right target and does the product actually meet that target.”
Deciding where you want to sell your products depends on your industry or number of product variations. You may opt for:
All options come with different considerations. For example, to sell on Amazon, many experts recommend placing a high priority on clear product imagery as well as “A+” product descriptions to accurately portray product benefits. If you are selling in a store, partnering with wholesalers or distributors can help you break through with mass retailers—accurate forecasting and fulfillment calculations are a must.
Getting a UPC barcode is an investment in your long-term success and should be set up correctly from the beginning to avoid problems down the road. Many small brands say that retail partners won’t even entertain the idea of stocking their products if they don’t have an authentic GS1® Barcode.
How can you be sure you have an authentic barcode? First, work with GS1 US® to license your product’s Global Trade Item Number® (GTIN®), which is often mentioned in retailer guidelines. It is a unique digital product number that enables trade in both e-commerce and in physical retail when encoded into a UPC barcode.
GS1, along with grocery industry executives, invented the GTIN 50 years ago as a way to make the store checkout experience more efficient, and it has grown in relevance to identify your product at each stop in the supply chain.
“I’ve worked with people who do not understand the value of getting a real GS1 Barcode and opt for something sold on another website,” said Andrea Cid, founder of Miami Growth Machine and an advisor to innovative beauty brands. “That ends up not identifying their product correctly, and it’s just sad when they have to print new labels over the old barcodes on their beautiful packaging. It’s just heartbreaking!”
Ultimately, these key considerations will help propel your product into greater levels of success and recognition by top retail partners. Be prepared for growth by gaining a solid understanding of the retail supply chain.
Ultimately, as a founder and entrepreneur, you likely have many questions about how to succeed in retail today. You recognize that challenging aspects of running your business, such as selling online and managing inventory, are also critical to achieving your sales goals. GS1 US can help you on your growth journey and support your success.
Simply put, a UPC barcode from GS1 US represents your gateway to bigger sales. Whether you sell your product in store or online, through a retailer, or direct to the consumer, barcodes from GS1 US are an important part of a small business’s long-term strategy.
