We’ve referred to ‘white label’ across the website and some of you who have seen it may be wondering ‘what on earth is that’?
Many years ago, this referred to the practice of pre-allocating music on vinyl to certain DJ’s and producers to try and provoke interest in a track. You can find out more here.
We use the term ‘White Label’ to refer to the practice of building and maintaining websites for our clients, who resell these to their clients. Some may say that this is ‘sneaky’ or ‘underhand’ but why?
Sure, many clients don’t realize that the website is produced by another supplier. But would that be a problem if they did? I don’t know about you, but I know that Sainsbury’s and Tesco don’t have the facilities to produce biscuits, but I still buy their own brand biscuits. In truth, it’s a matter of convenience. Whilst I’m doing the weekly shop, I can’t help but pick up a delectable packet of biscuitty goodness because it saves me looking around elsewhere and ultimately saves me time. It addresses my pain and helps improve my customer experience. Everyone is a winner.
For us, this means that our clients’ clients are receiving the benefits of our vast experience and our client is reaping the rewards in both terms of making a markup on the service and being able to provide this service to their clients. Its a win/win/win situation as we work with our clients to help them provide these services and ensure they are benefiting from them and obviously it’s great for us as our clients are selling our services.
Problems with White-labelling
There are very few problems with white-labelling overall. I think that the only times I have ever been upset to find out that a product or service I have purchased has been done so on a white-label basis is when I’ve realized that I could have gotten the same product cheaper by going direct.
Some companies worry that their brand is exposed or at risk if they outsource their work. Whilst it is true in theory that you are at the mercy of the ‘supplier’, it is obviously in the best interests of the supplier to maintain brand integrity and a positive relationship with their client for fear of losing future referrals and sales of their product / service.
Key to successful white labelling
The key to white labelling successfully is to deliver a great end user experience, even well past the actual sale of the product or service. By taking this approach, even if your client does get wind that you are white-labeling something, then it doesn’t matter because of the fantastic experience they had purchasing it.
Often, there is a complex set of systems in place to help resellers provide white-label services to the end users. In my experience, even if you can work out that something you’ve bought is white-labelled, you are probably grateful for the efforts that have gone into getting you that service so easily.
Issues arise when you white-label something and sell it to users and the experience post sale is less than perfect. That’s when clients become disgruntled and start looking about for alternatives. This goes especially for aftercare. If the product in question was a website and the client had a technical issue with the website post-sale, as long as the issue was resolved quickly and thoroughly, it doesn’t matter if it was your business or another that resolved it.
Want to try white-labelling?
As we’ve alluded to through this article and across our website, we work hard to provide white-label website services to our clients. Our efforts are focused on providing the best experience to both the end user (our clients’ clients) and the ‘middle-man’ (our client) – to help ensure longevity of the service and the relationship with our client.
If you’d like more information on how we can help you provide white labelled website services to your clients, why not contact us and discuss your concerns and address any questions you may have.