5 Questions to Ask When a Product Doesn’t Sell
Whether you’re an e-commerce seller or a retailer, sooner or later you will encounter the frustration of slow-moving merchandise. Competition aside, there are many reasons for a product not selling, and it could be something as simple as packaging, positioning, or pricing that’s putting people off.
If you’ve spent months creating or curating your goods, it can feel like a personal insult when they don’t immediately fly off the shelves. Feel free to console yourself with the knowledge that every salesperson faces this dilemma at some point, but then it’s time to get to work. If a product isn’t selling, here are five questions to ask yourself that can help turn things around.
Is the Packaging Right?
The packaging of your product is a vital selling point, and it shouldn’t be overlooked. Not only do the aesthetics of your product tell the customer what it is and what it does, but your packaging also speaks volumes about your company values and differentiates your brand from others.
If your product isn’t selling, it could be something as simple as your packaging not looking appealing enough or being misleading. If this is the case, it’s worth hiring a designer to look at your product and work out how to better present it. A full-service packaging design company like SmashBrand will help make your product stand out.
Is the Product Well Displayed?
If you want your product to sell, you have to show it off – merely listing it online or putting it on your shelf isn’t enough to make a sale. Make sure the item is well displayed on your website by analyzing your traffic data. If there is a page that gets more views than others, you could advertise your product there or list it as a discounted add-on item when customers make another purchase. If you’re selling from a physical storefront, you may need to reassess your visual merchandising and update your retail displays.
Is the Pricing Accurate?
Products that are too expensive will put buyers off for obvious reasons. However, items that cost too little will also deter shoppers because people often associate low pricing with cheap quality. Spend time researching comparative pricing in your market and see if could adjust the cost of your product.
Are the Product Details Lacking?
Before your customers spend money on your product, they need to know exactly what it has to offer them. Utilize your product description section and don’t skimp on the details. You need to outline who the product is for and what it does, but you also need to remember that you’re writing a sales pitch, so don’t forget to include how those features you describe will benefit the customer.
Do You Know Your Customer?
One explanation for your slow-moving product is that you’ve misunderstood your audience. One of the biggest mistakes that a brand can make is trying to appeal to everyone, so if you think this is the case, it might be time to return to your business plan and ensure you’re putting in the research, not just making assumptions.