Its story for success with us,join us and sell worldwide
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SKIRTIT
Introduce your business and tell us your story: How did you decide on what to sell, and how did you source your products?
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We felt there was a gap in the market for women who cared about the quality, fit and affordability of their skirts. Initially, we spent countless hours creating samples and designing what we believe is the best pencil skirt out there. It took quite a few adjustments to get it right and keep it cost effective.Initially we weren't sure where to produce and weighed the pros and cons of working with Asia vs. North America. After comparing costs, turn-around time and quality, we decided to produce in Montreal. It costs us slightly more, but the difference in quality is astonishing. In 12 months our return rate for quality issues is below 1% and declining.
How did you earn your first sales? Which channels are now generating the most traffic and sales for you?
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Our first sales were generated by our CEO messaging all her friends and family to take orders, and personally delivering them at night. She truly generated the first $2,000 in sales "the old fashioned way."Social media has been a key tool for us since the beginning as well. We have Facebook, Instagram, Twitter, Pinterest and a blog that are updated daily. We connect with customers and give them a place to share thoughts and suggestions.
In the most recent quarter, we have invested heavily in Google AdWords and newsletters. Our ROI on our newsletters has been by the best by far. Looking back we should have focused more effort on them earlier on.
Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?
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Since we manufacture our own goods, wholesale and retail them online, keeping organized and sharing information with our team is a constant challenge.Google Docs is an app we can't live without. Between all our shared documents and calendars, everything stays organized.
Shopify has been a great partner in this venture as well. The back-end is fabulous and full of useful metrics which we are constantly studying. They also provide support at any hour of the day which makes all the difference since we work around the clock.
Shipments are automatically printed, pulled and boxed by our warehouse guy and given a shipping label. We signed a contract early on with Canada Post; they have helped us in every way possible to meet our shipment needs as we grow. Having a dedicated account manager has been a great plus.
What are your top recommendations for new store owners?
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The online world is a truly saturated place. Countless stores sell identical products and undercut each other for pennies to generate sales.I truly believe that if you find a way to add value to an essential product and compete on all fronts (price, quality and service), you have the foundation to put up a good fight. It is true that online businesses are fortunate to save the expenses usually incurred running a retail operation, but keep in mind generating traffic can be difficult and expensive.
A detailed business and marketing plan is a great way to put your ideas down on paper and get advice from experienced individuals. Lastly, remember an online business is like growing a plant: a plant needs soil, seeds, water sunlight and nutrients to grow. If you only give your store some of the necessary tools, you cant expect it to grow.
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