Happy Wednesday, friend! I’m so glad you’re here and hope you’ll be joining me for a new regular around these parts – the Shop Talk series written specifically with the online retail owner in mind. Over the next few weeks, we’ll be delving into topics like wholesale accounts, streamlining shipping practices, product photography and more.

But today, I want to dive into a topic that I hope will enable you to move into all other aspects of online retail confidently and with a clear focus. Learning about wholesale order minimums and postage insurance won’t do you much good if you don’t have a solid product line to sell! We all want beautifully curated product lines that keep customers coming back time and time again, but what do we do to reach that point? Whether your existing product line needs a little tweaking or you’ve never considered how your product line and current offerings relate to your brand, there’s a fairly simple series of steps that will take your collection to the next level in no time!

Create From Your Core

It may seem like obvious advice, but you’d be surprised how many shop owners create products based solely on trends or what other shops are creating. In an effort to stand out from the crowd and offer products that enhance your brand’s street cred, focus on creating products that align with your brand’s core.

Dig deep into the core of your brand, the heart of Why you do what you do, and brainstorm for creative ways to incorporate more of that heart into what you sell. Rather than offering products that are simply pretty for the sake of being pretty, see if you can’t create a collection that directly ties into the core of your brand or reflects your brand’s values. For example, if your brand exists to educate and inspire fellow small business owners by providing them with tools and systems to do business well, then focus on creating products that further that message. You’ll probably find more success selling printable planners or templates than T-shirts, no matter how cute they are.

A business that offers products that stray far from its core not only have the potential to confuse prospective customers and your online audience, but will do you no favors as you strive to establish yourself in your niche of the online market. I always encourage coaching clients who specialize in retail to examine a prototype product collection against their brand’s core values to see how well these new products align. If you aren’t able to go down the list and check off each main value, then that product isn’t ready to debut.

Offer Clear Value

So, you have a beautiful, unique product line that’s never been done before. That’s wonderful! Now, ask yourself how this brainchild of yours provides clear and undeniable value to your customers. It can be something as subtle as evoking a positive emotional response or it could solve a real world problem your customers are facing. Whatever it is, it’s important that you are able to identify how your products are enhancing or adding value to your customers’ lives – in other words, where their value proposition lies – in order to clearly communicate the full potential of your product. Only offer your products in your shop once you are able to articulate and identify where their value lies. In our age of social media and online shopping, your customers will easily be able to recognize if your products aren’t solving a problem or adding value, and will pass up the opportunity to buy in order to pursue something that better meets their needs.

Do Your Homework

It’s not just enough to have a beautiful, purposeful product line if there’s something out there doing the exact same thing you are! There are so many designers who offer fine art prints, planners or desk accessories, but if you are able to find your unique niche in the market, then you can still stand out from the rest. But before you dive into financing a new product line or collection, do your due diligence and see what other shops in your market are offering. I encourage you to do this not to try to compete with their current offerings, but to make sure you are creating content and products that are truly unique and one-of-a-kind.

What processes do you go through as you create new products for your shop? I strive to ensure all new offerings are truly in line with the core of my brand, and are bringing my sweet customers the most bang for their buck. I’d love to hear how you approach the process of evaluating your product offerings, boss lady! Sound off in the comments below.