PPN #34: How to turn one-time Faire buyers into loyal retail accounts

Hi there 👋

It’s a packed day over at Product & Prosper®! I’m so excited to be hosting two awesome events:

• Virtual: The Retail Lab’s webinar on navigating the new tariff landscape is TODAY at 2pm ET/11am PT. We're breaking down everything you need to know to build a resilient CPG brand in the face of economic uncertainty.

• IRL in San Diego: Startup CPG’s San Diego Meetup is tonight at 5:30 PT, featuring a Senior Category Manager at Thrive Market + some incredible brands!! Hope to see you there 🙂 

Now, onto today's topic:

Lately, I’ve been thinking a lot about how emerging brands approach Faire. Usually, they spend a lot of time building a beautiful Faire profile (and yes, this matters a LOT...more on that here).

But the truth is, there’s one bigger thing that really sets successful brands apart on the platform: a consistent messaging system.

Let’s pull back the curtain on how to transform one-time Faire orders into lasting retail relationships that drive consistent revenue. →

The Hidden Opportunity on Faire

Indie retailers are drowning in options. The average indie buyer scrolls through hundreds of products daily on Faire. Hate to break it to you, but even after they order from you? They're still being courted by your competitors (hello, SEO & paid listings). 🙃

So how do you become the brand buyers actually remember? The one they reorder from? The one they recommend to other store owners?

You build relationships. And on Faire, that happens through strategic messaging.

Your 60-Day Faire Messaging Playbook

Think of Faire not just as a marketplace, but as a powerful CRM tool for building indie retail relationships. Here's the baseline messaging cadence that's working for Product & Prosper® and The Prosper Lab’s most successful brands:

Day 1: The First Order Message

When: Immediately after order placement

What: A warm thank you that goes beyond the generic

Example: "Hi [Store Name]! Just saw your order come through—we're so excited to partner with you! Your customers are going to love [specific product they ordered]. We'll ship this out by [date]. Is there anything specific about the product you'd like to know for your team?"

Day 30: The Check-In

When: One month after delivery

What: A genuine follow-up about product performance

Example: "Hi [Name]! Hope all is well at [Store Name]. Just checking in—how has [product] been moving for you? We've seen it do particularly well when displayed [specific merchandising tip]. Would love to hear any feedback from your customers!"

Day 60: The Strategic Touch

When: 60 days post-order

What: Value-add communication with a soft reorder nudge

Example: "Hey [Name]! Wanted to share that we're seeing amazing sell-through with our [new SKU/seasonal item] at stores similar to yours. Also, if you're running low on [original product ordered], we can process a reorder quickly to avoid any stockouts. How's your inventory looking?"

Beyond the Basics: Segment, Season, and Scale

Once you've mastered the foundational follow-up sequence, it's time to level up with segmented campaigns:

Seasonal Campaigns

• What: Timely promotions aligned with retail calendar moments

• Example: "Stock up for summer foot traffic—15% off cases of our best-selling [product] through May 31st"

Product-Specific Pushes

• What: Targeted outreach when launching new SKUs or clearing inventory

• Example: "Exclusively for our retail partners: First look at our new [product line] before it hits our website"

Customer Segment Campaigns

• What: Tailored messaging based on store type, location, or order history

• Example:

• For Coffee Shops: "Hi [Cafe Name]! Noticed you're running low on our bars. We've found the chocolate chip variety sells 3x faster when placed next to the register—and customers love pairing chocolate chip with their morning latte. Can we offer a custom display for register placement?"

• For Gift Shops: "Hey [Shop Name]! With Mother's Day around the corner, our gift sets have been flying off shelves at similar boutiques. The lavender collection especially resonates with last-minute shoppers looking for that perfect 'elevated yet personal' gift. Would you like me to put aside some inventory for you?"

Consistency Is Your Secret Weapon

Here's what separates brands that thrive on Faire from those that plateau: consistency.

You don't need elaborate messaging. You need a repeatable process you actually stick to.

Create templates. Set calendar reminders. Batch your outreach. The brand that messages consistently beats the brand with perfect copy every time.

Level Up Your Collateral

While you're building these retailer relationships, use quiet seasons to refresh your retailer support materials:

• Update thank you cards for order inserts

• Create new shelf talkers with seasonal angles

• Develop employee education one-pagers

• Build FAQ sheets for common product questions

These materials turn you from just another vendor into a true retail partner.

The Bottom Line

Your Faire success isn't determined by how many retailers find you—it's determined by how many come back. And that's where strategic account management makes all the difference.

Ready to implement this system, but don't have the bandwidth? We manage Faire accounts for brands who want to focus on what they do best—creating amazing products.

Through our Faire Manage service, we handle all the strategic messaging, relationship building, and reorder campaigns that turn one-time buyers into loyal retail partners.

Want to see what strategic Faire management could do for your brand? Book a call to learn about our Faire Manage services and start building retail relationships that last.

Cheers,

Caroline