Faire Report #25: The new Faire CRM filters and what to do with them.
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What’s on my brain this week?
Faire has added some new filters to its CRM, and there are a couple in particular that we think brands should start using immediately.
We talk a lot about messaging retailers consistently, but better filters mean you can get much more specific about who you’re talking to and what you’re putting in front of them.
And that makes the CRM much more useful than simply sending another blanket message to everyone.
Business-use buyers deserve their own strategy
You can now filter specifically for business-use buyers.
If your products lend themselves well to this type of purchasing, this is a really useful audience to separate out and message differently.
These customers might be buying for offices, events, hospitality, gifting, employees or another business use rather than a traditional retail store.
And our view on this remains very simple: revenue is revenue.
Don’t dismiss an opportunity just because the customer doesn’t look like your traditional independent retailer. Business-use buyers could become a meaningful additional revenue stream, so think about what messaging, bundles or products make the most sense specifically for them.
Target retailers by what they haven’t bought
This is probably our favorite of the new filters.
You can now filter retailers based on products they have not purchased.
That opens up a lot of opportunities.
If you’ve got a slower-moving product, you can identify existing customers who have never tried it and create a campaign specifically around getting that product into their hands.
You can also start thinking about your retailers at a much more granular level. What have they already bought? What haven’t they tried? What product would naturally sit alongside the range they already stock?
That is far more useful than simply sending every retailer the same new product announcement.
And then use samples to close the gap
The products-not-purchased filter also gives you a really interesting way to think about samples.
We’ve used product samples very successfully with Bare Kind over the last few years.
We had products that simply weren’t moving particularly well. Retailers weren’t convinced by them from the listing alone.
So we started putting samples into orders and getting the products physically in front of retailers.
Then, boom. Once retailers actually saw and handled them, they understood the potential — and some of those products went on to generate huge pre-order demand.
That’s why this new filter is useful. You can be intentional about who gets which sample rather than throwing random products into boxes and hoping something happens.
Use the CRM like a sales tool
The bigger point here is that Faire’s CRM is becoming increasingly useful for targeted selling.
Instead of thinking, “Who should I message today?” you can ask much better questions.
Which business-use buyers could purchase more? Which existing customers haven’t tried this product? Which retailers should receive a sample? Which part of the catalog are we not exposing enough people to?
That’s how you start turning daily messaging into a real sales strategy.
Final thought
Every new Faire filter gives you another way to understand your retailers and make your communication more relevant.
Use that data. Segment properly. Test samples. And don’t assume the only products a retailer wants are the ones they’ve already bought.
Complementary reading
We talk much more about product testing, pre-orders and getting retailers behind new products in our book How to Get More Sales on Faire.
See you on the marketplace,
Andy