Sales, a crucial moment for e-retailers. This is a time when consumers are on the lookout for bargains and online sales can explode.
However, succeeding in sales as an e-retailer cannot be done without preparation. It is essential to establish an effective strategy to effectively develop your offer, maximise your sales and attract new customers.
In this article, we give you practical advice on how to properly prepare your sales and make the most of this dynamic period.
Analyse your stocks and the distribution of your products to be sold
In-depth analysis of your stocks is a key element in effectively preparing your sales.
Start drawing up a complete inventory of your products in stock. Classify them by category, subcategory, supplier, sales margin etc. This will allow you to have an overall vision of the distribution of your items.
Then identify the products that:
- Selling less well and stagnating in stock for some time. These are items to highlight during sales to speed up their rotation.
- Have an attractive commercial margin. Sell them at an appealing price to attract customers while maintaining a decent margin.
- Are seasonal and must absolutely be sold before the new collection. Apply them big discounts at the end of sales if necessary.
- Represent a large quantity of your stock. Make sure you have enough sizes/colors of these key references discounted to maximise sales.
By carefully analysing your stocks to be sold before the sales, you will be able to define the best offers product by product and optimise both your sales and your margin.
Create attractive offers and promote them
During sales, consumers are looking for good deals. Offer attractive offers on the products you have identified through your inventory analysis, such as attractive discounts or free delivery.
Highlight these offers on your site, on social networks and in your advertising campaigns. Use eye-catching visuals and impactful messages to grab the attention of your potential customers. You can set up a countdown to create a sense of urgency and encourage immediate purchase.
Also consider gradual reductions; the more the customer buys, the more they save, which can increase the average basket while preserving your margins.
Consider bundling to clear older inventory or less popular items you have identified. Pair these products with more popular items at a total attractive price, enticing customers to perceive a better deal.
Optimise your site for a seamless shopping experience
A seamless shopping experience is the key to success during sales. Make sure your site is optimised for easy and quick navigation.
Check that all pages load quickly and that the checkout process is simple and secure. Set up search filters to help your customers quickly find the products they are looking for. Don’t forget to optimise your site for mobile devices, as more and more consumers shop from their smartphones or tablets.
Be prepared for a significant increase in order volume. This involves strengthening your teams, particularly those in charge of order preparation, packaging and shipping. Consider training additional staff in advance or using qualified temporary workers for the period.
Communicate with your existing customers
Don’t be careless with your existing customers during sales. They are a valuable source of additional income. Email marketing is a powerful tool for communicating directly with your customers: send them personalised emails to inform them of special offers reserved for loyal customers.
Offer them additional benefits such as exclusive discount codes or double loyalty points. Show them that you appreciate them and that they are important to your business.
Schedule your shipments to coincide with the start of sales, mid-term reminders, and last chances. Be careful not to fill your customers’ inboxes, but to stay top of mind. Make sure your emails are clear, concise and visually appealing. Highlight deep discounts and include compelling calls to action that encourage people to click and buy.
Use networks to make yourself known
Social media is a great way to get your name out there during sales.
Start by arousing the curiosity of your audience with “teaser” publications that announce upcoming sales. Create attractive and engaging content to grab the attention of your audience. Use relevant hashtags to increase the visibility of your posts.
Offer exclusive offers to your followers on social media. This could be priority access to sales or additional discounts. This type of offer enhances the fact of following you and strengthens the commitment of your community.
Organise competitions or sweepstakes to encourage users to share your content.
During sales, maintain a high publication rate. Instagram or Facebook stories are perfect for real-time updates and maintaining interest throughout the sale period. Collaborating with influencers can also help you reach new customers and drive traffic to your site.
Analyse the results and adjust your future strategies
Once the sales are over, it is essential to analyse the results and learn lessons to improve your future strategy. Analyse sales, most popular products, best performing sales channels, etc.
Use this information to adjust your strategy for upcoming sales periods.
Conclusion
The sales period is a golden opportunity for e-retailers to sell off dormant stocks, boost their turnover and attract new customers. By following these practical tips, you will be able to prepare well for this crucial period and maximise your online sales.
Analyse trends, optimise your site, create attractive offers, communicate with your existing customers and use social networks to make yourself known. Don’t forget to analyse the results and adjust your strategy to improve your performance during future sales. Good preparation and good sales!
