Expanding eCommerce product range? Think customers, not products

Don’t make the fatal mistake of focusing on the products you sell instead of who you sell them to.

You’ll end up stuck with a loads of stock you can’t sell instead of cash in the bank.

Devo

Ecommerce is associated with selling products, like Akubra hats. That makes it easy to focus on the product not the customer. Think about Bruce who wants to keep the sun off his head, flies our of his eyes and pull off that classic Aussie look.

Existing customers are easier to sell to (mainly via email marketing, which you’re doing right? course you are, you ain’t a total drongo.)

When expanding your product range, think what the customers you have want, not what is easy to make, buy or import.

For example, if you sell high end dinning room tables, it’s easy to want to expand the range to low end tables because the thinking is…

“We’re known for tables”

Actually…

“You’re known for high end tables”

Your existing customers, who are easier to sell to, expect high end products from you, not a competitor to a $10 Ikea table!

The next obvious product expansion would be high end chairs.

However you expand the product range, your existing customers should think “Oh, that makes sense”, not “What is this all about!”

And for gods sake, don’t try and be everything to everyone.

You’ll end up meaning not a lot to a few people.