Optimizing Your Faire Wholesale Site

My client, Lucas Hill of LH Mercantile, is bustling with consumer orders but traffic on his Faire wholesale site has hit a slump.

Today, I’m coaching Lucas through his Faire site and helping him optimize his site with actionable strategies tailored to revive his stagnant sales.

Image is a graphic of Andee Hart, host of the She Sells Differently podcast, with a quote from the episode Optimizing your Faire wholesale site and it says "On Faire, you have to remember that you are selling to a retailer, and the number one thing that a retailer cares about is, is this going to sell well in my store?"

Continuous Faire Site Optimization to drive traffic

Many sellers expect continuous orders from platforms like Faire without ongoing efforts to maintain and optimize their sites.

One of the biggest mistakes that wholesale product makers make is when they get on Faire, they set it up and expect order to flow in.

Sellers need to regularly update their Faire wholesale marketplace pages, keeping them fresh and appealing to both returning and potential retailers. As well actively selling and promoting your site and utilizing marketing campaigns.

Key strategies include:

Regular Updates

Keep the content fresh by routinely updating product listings and adding new products.

Seasonal Collections

Organize products seasonally, with a clear and intuitive layout. For example, highlight Christmas products at the top, followed by everyday items and then autumn products.

Marketing Campaigns

Integrate marketing campaigns to draw traffic organically. Collecting retailer leads and reaching out directly can also bolster sales.

Optimizing Product Listings for maximum visibility

For maximum visibility you need to optimize your product listings effectively. On Faire you want to have 24 to 36 product listings.

Having a substantial number of products increases visibility and provides more opportunities for potential orders.

Combine similar products, such as candles and wax melts, under a single listing with a variety dropdown. This can streamline the shopping experience and highlight the range.

One of the things that you can do on Faire is you can duplicate product listings.

And this is a great way to A/B test what product listings are doing better than others.

Perfecting product photography for your Faire Wholesale site

Product photography plays a crucial role in how customers perceive items online. Lucas knows the need for better product photos, and he is already planning a product photo shoot.

These are my top tips on product photography:

Diverse Backgrounds

Use diverse and evocative backgrounds to keep the images engaging while maintaining cohesive angles for consistency.

Showcase Collections

Photograph products as part of a collection to give retailers an idea of how they can present items in their stores.

Hero Images

Use straightforward hero images for product listings and save lifestyle shots for broader marketing efforts.

Image is a graphic of Lucas Hill, guest on the She Sells Differently podcast, with a quote from the episode Optimizing your Faire wholesale site and it says "one thing that I've really learned from you the last couple months - it should be easy to do business with you"

Formatting product titles and descriptions for Faire

When it comes to product titles and descriptions you must ensure they meet retailer expectations rather than customer expectations.

For optimizing titles and descriptions:

Keyword Research

Utilize popular keywords and test variations to see which attract more interest.

Retail-focused Descriptions

Craft descriptions that speak to retailers, focusing on how products complement their store’s offerings and their gift-ability.

Include practical details like burn time and dimensions, which are crucial for retailer decisions.

When to launch products for the holiday season

Timing is everything when it comes to product collections, particularly for holiday items.

I advise having holiday collections, such as Christmas products, ready by early June. This ensures they align with retailers’ early buying cycles and capture sales during crucial periods.

Testers

Lucas notes he has had a positive experience with offering testers and that has led to successful sales.

My guidelines on handling testers to maintain balance include:

Pricing Testers

Price testers between the cost of goods and wholesale price and give a slight discount to encourage purchase.

Handling Requests for additional testers

If retailers request additional testers, consider charging for testers and shipping while evaluating if testers are leading to increased sales.

Building local and online business relationships

Lucas underscores the importance of personal customer service, especially in local wholesale channels.

He has a hands-on approach, delivering products personally and ensuring retailers receive what they need, which strengthens community relationships and trust.

This localized care approach translates into positive retailer experiences, fostering continued business.

I hope these optimization strategies take your Faire wholesale site from stagnant to bursting with sales!

If you would like to hear mine and Lucas’ full conversation of me coaching him through his Faire site you can listen to it here.

About Lucas Hill

Lucas Hill is the owner of LH Mercantile. In 2022, Lucas started his business with one product —t-shirts— but quickly realized his true passion was home fragrance.

Since then, LH Mercantile has evolved into a full line of candles, wax melts, room sprays, and other home fragrance essentials.

Lucas’ goal is to fill every home with inviting, nostalgic scents that spark a memory and is excited about his upcoming Christmas Collection, where each candle tells a story from his favorite holiday memories.

Interested in checking out Lucas’ products? Use code “andeehart” for 15% off your order. https://shoplhmercantile.com/discount/andeehart