A well-designed online company swag store is more than just a virtual shelf of branded merchandise—it’s a strategic tool that can enhance employee engagement, strengthen your brand identity, and simplify internal gifting. But here’s the truth: simply launching the store isn’t enough.

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If you want to get real value from your swag program, you need to drive consistent use and participation. So how do you keep employees coming back—and new users logging in? Here are 10 proven strategies to increase engagement and usage of your company’s online swag store.

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1. Integrate the Store into Onboarding

First impressions matter. When new employees join your organization, introduce them to the swag store as part of their onboarding experience. Offering a welcome credit or free item lets them choose merchandise that feels personal, rather than receiving a pre-selected kit.

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This gesture not only makes the new hire feel immediately included—it also introduces them to your brand’s culture and values from day one.

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2. Tie the Store to Employee Milestones and Recognition

Swag isn’t just for onboarding—it’s a great way to reward employee milestones like work anniversaries, promotions, or project completions. Set up automated reward systems that issue swag credits or curated bundles at key moments in an employee’s journey.

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When employees associate the store with achievement and recognition, they’re more likely to visit and value it as a central part of your workplace culture.

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3. Launch Limited-Time Collections and Seasonal Drops

Want to build buzz? Create limited-edition swag drops tied to seasons, holidays, or company campaigns. For example, a “Summer Essentials” collection with branded beach towels or a “Q4 Hustle Pack” with coffee tumblers and notebooks can add excitement.

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These drops create urgency and variety—two key ingredients for keeping your swag store dynamic and regularly visited.

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4. Promote the Store Across Internal Communication Channels

If employees aren’t aware of your store—or forget it exists—they won’t use it. That’s why internal marketing is essential. Use email newsletters, Slack, Microsoft Teams, your intranet, and even digital signage (if you're in-office) to consistently highlight new items, promotions, or employee swag stories.

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Regular visibility ensures the swag store becomes part of everyday company culture rather than an afterthought.

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5. Encourage Peer-to-Peer Swag Gifting

One creative way to increase usage is to empower employees to send swag to one another. For instance, peer-nominated recognition programs could include swag credits as a reward. When someone receives praise for collaboration, leadership, or team spirit, they get a small swag gift from a coworker.

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This adds an element of connection and goodwill, while organically encouraging employees to explore the store and send items to others.

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6. Offer Personalization and Customization Options

Swag feels more meaningful when it’s personalized. Offering customization—such as names embroidered on jackets or choosing preferred colors/styles—makes your merchandise feel more thoughtful and usable.

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Personalization also increases the chances that employees will wear or use their swag outside of work, boosting both utility and brand visibility.

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7. Link the Store to Team Challenges and Competitions

Turn your swag store into an incentive hub for team-building events and internal contests. Whether it's a fitness challenge, sales competition, or trivia night, give winners access to special-edition gear or store credits.

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This not only encourages participation in company events but also drives continued interest in your merchandise platform.

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8. Feature Swag in Company Events and Virtual Gatherings

Your online store should be a go-to resource for company event support. If you're running a virtual all-hands meeting, conference, or webinar, create event-themed swag kits and distribute them through the store.

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Encourage employees to wear company gear during events or share unboxing photos. This turns branded merchandise into a shared experience, not just a standalone item.

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9. Create a Swag Ambassador Program

Designate a group of internal swag ambassadors—enthusiastic employees who promote the store, provide feedback, and showcase items in action. They can help spread awareness within their departments and encourage coworkers to redeem store credits or try out new drops.

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You might even allow ambassadors early access to new gear or the ability to nominate limited-run items based on feedback. When employees see peers getting excited, it builds momentum organically.

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10. Collect and Showcase Employee Stories

Finally, make your swag part of your internal storytelling strategy. Share short features or photo stories about how employees are using their gear—whether it's a branded backpack on a hike, a sweatshirt worn on a video call, or a water bottle at the gym.

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Highlighting real-life usage builds emotional connection and gives other employees ideas for how they can engage with the swag store themselves.

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Wrapping Up

Your online company swag store is a powerful tool—but only if it’s used consistently and meaningfully. The key is to move beyond one-time giveaways and make your swag platform part of a larger engagement ecosystem. When you align the store with onboarding, recognition, team building, and storytelling, it becomes more than just a place to get a hoodie—it becomes part of the employee experience.

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Use these 10 strategies to boost usage, encourage brand pride, and create a vibrant, on-brand culture from within. When employees feel recognized, involved, and excited about their gear, they don’t just wear your brand—they live it.