Branding is the process of creating a lasting impression of your business with your customers. A key marketing tactic for achieving such an impression is through giveaways of merchandise, apparel and promotional items. In fact, a 2016 study by the Advertising Speciality Institute (ASI) showed that most consumers keep promotional products for an average of eight months, demonstrating that merchandise has the ability to be more effective long-term than a simple banner ad, or website pop-up. Further, a 2016 study by PPAI revealed that 88% of promotional product recipients remember the name of the advertiser on the products, while 85% of the recipients do business with the advertiser on the product further proving the effectiveness of merchandise. But, when you’re a business ordering apparel and promotional products in large quantities for distribution to staff, clients, customers, and fans, how do you streamline your processes for ordering and delivery? Via inventory, warehousing and fulfillment systems.

Inventory2How Blue Chair Bay Rum uses Merchandise to Reward Employees and Consumers

Crafted with natural ingredients, Kenny Chesney's premium Caribbean rums were born as an expression of the singer-songwriter's island lifestyle. Flavors like coconut, banana, as well as their line of rum creams evoke the same beach vacation mentality that inspires Chesney's music.

Blue Chair Bay Rum has a number of distinct needs for merchandise and apparel as a business. In fact, as a company operating within the wine and liquor industry, they are not unlike their competitors in how they actively integrate branded products as a promotional tool.

They use merchandise as an incentive tool for their sales teams, selling apparel, promotional tools, and bar accessories on their website directly to consumers. They leverage promotional tools for marketing by giving incentives to vendors or as promotional giveaways in vendor locations for customers. Lastly, they provide apparel for their brand ambassadors and sales representatives to wear, publicly endorsing their brand.

Inventory4To achieve all of this, Blue Chair Bay Rum requires a streamlined inventory, warehousing, and fulfillment service. In the case of Blue Chair Bay Chair Bay Rum, we built the web application and infrastructure for the fulfillment model, helping to streamline their ability to allocate the above merchandise and promotional products to the proper teams with as little overhead as possible.

Blue Chair Bay Rum could use a number of suppliers to fulfill these services, however, they trust FlowState Marketing to deliver upon their needs. With our teams already working closely with Blue Chair Bay Rum on apparel design and production, as well as designing and developing their Inventory Management and Warehouse fulfillment, web application was a natural extension of an already fruitful relationship.

Working closely with the Blue Chair Bay Rum team, we design, produce, and source custom branded apparel and promotional goods which are both on-trend, and of high quality. We actively help their busy teams fill in the blanks, suggesting products they may not be aware of and ultimately delivering upon what we are the experts in - building out quality apparel and merchandise lines their teams can be proud of.


What are Inventory Management, Warehousing and Fulfillment Systems?


Inventory management refers to the producer of the goods who actively comes up with new ideas for production, curates designs to fit client goals, and produces the goods, storing them in the warehouse. The supplier actively checks inventory levels and suggests increases as needed. 


When talking about warehousing solutions, we are typically referring to a company which stores inventory of products in bulk over a period of time.


Fulfillment centers are responsible for getting the orders to the purchaser. The order fulfillment process involves the shopper completing a purchase on an ecommerce store, inventory being picked, and boxes packed, labeled and shipped for delivery.

Brand loyal employees, customers, and ambassadors each wear and actively use Blue Chair Bay Rum merchandise with pride and trust. By creating a tangible, unique, and lasting impression of their brand with custom apparel and promotional items, Blue Chair Bay Rum ensures ongoing high levels of engagement with excited consumers. We know they place a lot of trust in the expertise of their agency partner to deliver upon their brand promise and we couldn’t be more excited to be their preferred supplier. We consistently deliver upon that promise with quality cost-competitive promotional products which please and delight their employees, partners, and influencers on a multi-national scale.

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Dayna Young

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