Wholesale Lubricants: Choosing the Right Range for Your Customers
Lubricants are an important category for retailers selling sexual healthcare products. They are often purchased alongside condoms and can provide an opportunity for retailers to increase product choice and average order value.
For businesses buying lubricants wholesale, selecting the right range is about understanding customer preferences and providing enough variety without making the catalogue unnecessarily complicated.
Why Lubricants Are an Important Retail Category
Lubricants can appeal to a broad range of customers and can complement other products within a sexual healthcare catalogue.
For retailers, this makes lubricants useful both as individual products and as complementary products.
A customer purchasing condoms, for example, may also be interested in purchasing a lubricant.
Making these products easy to find can help create a more convenient shopping experience.
Offer Choice Without Creating Confusion
A large range can be an advantage, but only when products are clearly organised.
Customers should be able to understand the differences between products quickly.
Retailers can organise lubricants according to factors such as:
- Product type
- Brand
- Size
- Features
- Price
- Popularity
Clear categories and filters are particularly important for online retailers with larger catalogues.
Include Different Price Points
Just like condoms, lubricants can be offered across multiple price points.
Having affordable everyday products alongside premium options gives customers more flexibility.
It also allows retailers to create natural upselling opportunities.
A customer searching for a standard product can be shown a premium alternative while still retaining an accessible option.
Product Information Matters
Customers need to know what they are buying.
Product descriptions should be clear and informative rather than relying on vague marketing language.
Images should also be consistent throughout the website.
For B2B retailers, accurate product information is especially useful because the same information may eventually be transferred into their own ecommerce store.
RRP Can Help Trade Buyers
Recommended retail pricing can help B2B customers understand the potential retail positioning of a product.
When wholesale pricing and RRP information are easy to access, retailers can make purchasing decisions more efficiently.
This is particularly useful when comparing several similar products.
Create Opportunities for Cross-Selling
Lubricants provide a natural cross-selling opportunity.
For example, a retailer can show related lubricants on condom product pages or recommend complementary products within the basket.
This can increase average order value without requiring additional customer acquisition.
Use New Products to Keep the Catalogue Interesting
New lubricant launches can be valuable marketing opportunities.
Retailers can feature new products on the homepage, include them in newsletters and create dedicated new-arrival collections.
For wholesale customers, access to new products also allows them to keep their own product ranges fresh.
Consider the Complete Customer Journey
A customer should be able to discover a lubricant, understand the product, compare it with alternatives and purchase it without unnecessary friction.
For online retailers, this means paying attention to search, filtering, product photography, descriptions and checkout.
The more straightforward the process, the easier it is for customers to purchase.
Build a Balanced Lubricant Range
A successful wholesale lubricant range should combine variety with simplicity.
Retailers need enough choice to serve different customers, but products should be organised in a way that makes the catalogue easy to navigate.
With the right mix of recognised brands, different price points and complementary products, lubricants can become an important part of a retailer's sexual healthcare offering.