Faire Market Manual 9: Collection building for retailer's ease
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We've hit week 9 of the Market Manual. If you missed the first 8 you can catch up right here.
This week we are talking about collections. One of the simplest ways to improve your conversion on Faire, and one of the most overlooked.
Retailers don’t want to work hard to buy from you. They don’t want to scroll endlessly through your catalogue trying to figure out what fits together. Your job is to make their buying journey feel easy, logical and fast.
So how should you build your collections for Summer Market?
- Start with seasonal collections. This is the most important. Retailers are shopping for Autumn/Winter and Christmas, so build collections that reflect that: Christmas gifts, winter bestsellers, stocking fillers, fall favourites. Make it obvious what is relevant right now.
- Create a “New In” collection. Buyers want to see what’s fresh. This is often one of the first places they will go. Keep it updated and make sure it reflects your latest thinking and direction.
- Separate out pre-orders. Don’t mix them in with everything else. Give them their own space so retailers can clearly see what they can secure now for future delivery.
- Highlight your offers. If you are running a strong Summer Market promotion, create a collection that pulls together the products that are part of it. Make it easy for retailers to shop into your deal.
- Use collections to move stock. If you have discounted or slow-moving products, give them their own collection. Don’t hide them. Use the increased traffic during market to clear them through.
- Build around how retailers buy, not how you organise. Collections should reflect how someone shops your range, not how you internally categorise products.
- Keep it clean. Too many collections creates friction. Too few makes it hard to navigate. You are aiming for clarity. A retailer should land on your page and instantly understand where to go.
- Name them clearly. Avoid clever names. Be direct. “Christmas Gifts”, “New In”, “Pre-Order”, “Best Sellers”. Say exactly what it is.
If you take one thing from this email, it’s this:
Collections are not just organization. They are how you guide a retailer to place a bigger, faster order.
Action for this week: Review your collections and restructure them around seasonal demand, newness, pre-orders and your market offer. Ask yourself: can a retailer build an order easily from this?
Quick tip:
Open your Faire shop as if you are a retailer seeing it for the first time. Can you quickly find Christmas? New products? Your bestsellers? If not, fix that now.
Don't have time for this? We can do it for you. Get in touch.