Website Closers® presents an eCommerce Brand in the Firearms and Ammunition Vertical. They offer 50,000+ SKUs via a mix of Drop Ship and Stocked (higher margin) inventory, consisting of a diverse lineup of handguns, rifles, shotguns, ammo, accessories, and more. Whatever firearm-related need their customer has, the company is sure to have it, courtesy of their tight-knit network of relationships with various suppliers.
They have an Average Order Value of about $500, a 10% Repeat Order Rate, and an excellent reputation on Gunbroker.com, the go-to place for buying guns and ammunition.
Their inventory model is 70% DropShip, with the rest being stored by the company so they can ship it out themselves. The DropShip model keeps the cost of maintaining inventory and warehousing low while ensuring that profits remain high. The 30% of inventory that’s handled by the company is managed in part by the company’s two employees, who handle the packing job and process some shipments alongside replying to emails and phone calls. 100 to 150 orders are shipped out every day.
Though the company’s sales have been rocketing, they are in the remarkable position of having no paid advertising or social media tactics whatsoever. All of their sales have come through referrals, making their current advertising strategy 100% organic. The simple structure of their marketing is a testament to the strength of their reputation, as they have achieved an average monthly visitor rate of 20,000 and have roughly 35,000 email contacts in their database.
However, they could certainly add affiliate and display ad marketing to the mix to increase traffic.
The company requires very few staff members for normal operations, having no other employees outside of the two aforementioned staff members, along with the owner. The current owner’s daily responsibilities consist of the following tasks:
The buyer could reduce the existing workload by hiring new employees, such as a customer service representative dedicated to handling customer correspondence.
Given the relative simplicity of their current operation, an immediate opportunity to rapidly scale the brand would be to invest in dedicated advertising tactics. Display Ads on firearms related websites are one strategy. Another strategy would be to create an affiliate network.
Implementing an SEO strategy on the website could help drastically improve their current search rankings. They could achieve this by incorporating choice keywords into their product descriptions and titles, updating certain images, and by adding a blog dedicated to firearms and ammunition enthusiasts.
Another method would be to strengthen organic traffic flow by using social media. These accounts would also let them better connect with their consumer base, strengthening the customer/company relationship and strengthening their Repeat Order Rate.
The brand could also make use of their extensive email contact list for an email marketing campaign, encouraging customers to return to make use of special deals and discounts, informing them of new products, or distributing newsletters with important information that the company might want distributed. These tactics would also help to improve their existing Repeat Order Rate and motivate other customers to subscribe to their email list in order to take advantage of these excellent benefits.
The firearms and ammunition industry is a highly regulated and sensitive sector. This means that for a reseller to build a trustworthy presence for themselves within this market, they must prioritize customer safety, adhere to legal requirements, and provide a product that is high enough quality to keep their customers satisfied and coming back for any further firearm-related needs. This brand accomplishes this in full, boasting strong connections with several trustworthy manufacturers, and a large number of products across various types and categories.
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