5 Benefits of Setting up a Merch Store for Omnichannel Sellers

Omnichannel selling combines multiple sales channels, whether online or in-store, and provides customers with a seamless shopping journey crucial for healthy business growth. 73% of shoppers engage in omnichannel shopping and spend 4% more in-store and 10% more online, compared to those who shop through a single channel. Omnichannel strategies increase customer satisfaction and drive revenue by creating a fluid experience across channels.

Omnichannel selling isn’t just a strategy—it’s a necessity. According to the 2024 Square Future of Commerce report, businesses that use the omnichannel strategy have seen a 10%–20% boost in conversion rates thanks to integrated shopping experiences. 

For example, a customer might browse a product online, check its availability in-store, and then make a purchase through a mobile app. This seamless interaction improves their shopping experience and increases the chances of conversion. 

By offering multiple options and a unified experience, businesses cater to today’s savvy consumers who expect flexibility and convenience in their shopping journeys. 

To simplify this process, the Square suite of integrated solutions helps connect your in-store and online operations to ensure smooth customer interaction.

An effective way to leverage omnichannel habits is to set up a merch store. This can boost your brand’s visibility and revenue significantly. Discover how integrating a merchandise store into your omnichannel strategy can transform your business across various sectors, including retail, dining, health and beauty, and professional services.

Here’s how integrating branded merchandise can improve your business.

1. Better brand loyalty

Branded merchandise deepens customer connections. When customers use or wear branded items, they become brand ambassadors, extending your reach beyond traditional advertising. The 2024 Square Future of Commerce report shows businesses with consistent brand presentation see a 3.5 times higher customer retention rate, emphasizing the value of a unified shopping experience.

Benefits include:

• Stronger customer relationships: Merchandise fosters a sense of community and belonging among customers.

• Word-of-mouth referrals: Customers who feel connected to your brand are more likely to refer others.

• Long-term retention: Loyal customers contribute to sustained business growth through repeat purchases.

2. Additional revenue stream

Diversification is crucial for business stability, and merchandise provides a valuable revenue stream, especially during slow seasons or economic downturns. With Printful and Square, you can test branded merch without hefty upfront costs or inventory hassles. 

Printful seamlessly integrates with Square Online, allowing you to design, source, and deliver merchandise on demand, expanding your product offerings without traditional inventory concerns. 

This approach is popular: a Square report found that compared to Q2 2019, 84% more beauty businesses were selling merch online in Q2 2023, and the number of food and beverage retailers selling branded products like hats and sweatshirts doubled.

Here are the advantages of adding merchandise to your revenue mix:

• Consistent cash flow: Merch sales provide steady income, cushioning against slower periods.

• Reinvestment opportunities: Additional revenue can fuel growth and innovation.

• Financial resilience: Diversified income streams increase resilience to market fluctuations.

Source: Unsplash

3. Increased marketing reach

The 2024 Square Future of Retail report highlights that 52% of consumers have purchased directly through social media in the past month. 29% of these buyers have bought between one and four products. 

Every merch item sold acts as a mobile advertisement for your brand. Customers who use your products help spread brand awareness without additional advertising costs. Social media can amplify this effect as customers share photos and experiences featuring your merch. 

Consider these benefits:

• Cost-effective marketing: Merchandise serves as a cost-effective marketing tool, reducing the need for expensive advertising campaigns.

• Social media amplification: Customers sharing your merch on social media help increase your brand visibility and engage new audiences.

• Organic growth: New customers discover your brand through friends and social media, leading to organic growth.

4. Strengthened brand identity

Consistency is key in branding. A Salesforce report found that 75% of consumers expect consistent experiences across all areas within a company, and 73% are likely to switch brands if they don’t receive them​​. Offering merch that aligns with your brand’s visual identity and values strengthens your brand and makes it more recognizable and memorable.

Merch can have significant benefits:

• Differentiation: A strong brand identity differentiates your business from competitors, making it easier for customers to choose your products or services.

• Trust and credibility: Consistent branding builds trust and credibility, which is essential for long-term success.

• Customer recognition: A recognizable brand is more likely to attract and retain customers, contributing to sustained growth.

Source: Unsplash

5. Customer engagement and retention

Merch can be used in promotional activities, loyalty programs, and customer engagement strategies. Offering exclusive merch as rewards or prizes keeps customers interested and invested in your brand.

Consider integrating merchandise into your engagement strategies for these benefits:

• Loyalty programs: Incorporate merchandise into loyalty programs to reward repeat customers and encourage continued engagement.

• Promotional activities: Use branded merchandise to attract new customers and boost sales.

• Customer satisfaction: Engaged customers are more likely to become loyal patrons, driving long-term growth and profitability.

Benefits of in-person and online merch

Setting up a merch store offers significant advantages for in-person and online sales channels. 

In-person merch creates a tangible shopping experience where customers can interact with products directly, leading to higher satisfaction and loyalty. 

On the other hand, online merch provides convenience and accessibility, allowing customers to shop anytime from anywhere. This broad reach can significantly boost sales and attract a global audience. 

Online stores can also easily update inventory without the physical constraints of a brick-and-mortar location. By leveraging the strengths of both in-person and online merch, businesses can maximize their reach and revenue potential.

Source: Unsplash

Tools for your merchandise business

Square provides businesses with a comprehensive suite of tools designed to streamline operations and improve sales. Our services span from point-of-sale systems to ecommerce solutions, offering features tailored to various industries.

• Retail: The Square inventory management system enables retailers to track stock levels, manage orders, and streamline the checkout process. This system helps ensure retail operations run smoothly and customers experience seamless service.

• Dining: For restaurants and cafes, Square offers features like table management, online ordering, and delivery integration. These tools facilitate efficient service and help restaurants manage their operations more effectively.

• Health and beauty: Square supports health and beauty businesses with appointment scheduling, customer relationship management (CRM), and payment processing tools. These solutions help businesses manage bookings and maintain strong customer relationships.

• Services: Service-oriented businesses benefit from Square invoicing, recurring payments, and contract management features. These tools simplify administrative tasks and help improve cash flow management.

• Other businesses: Square offers versatile solutions for a wide range of industries, helping businesses improve their operations and enhance customer experiences across various sectors.

Whether you run a retail shop, a dining establishment, a health and beauty business, or offer professional services, Square provides the tools you need to thrive in a competitive market.

Source: Square

Seamless integration: Printful and Square

The integration between Printful and Square offers a powerful solution for omnichannel sellers. Connecting your Printful account with Square allows you to manage your merch store alongside your other sales channels effortlessly. This integration allows you to sync products, track inventory, and streamline order fulfillment, ensuring a smooth and efficient process from start to finish. With Printful and Square, you can easily expand your business’s reach and maximize your potential.