Sales: a crucial time for e-tailers. It’s a time when consumers are on the lookout for bargains and online sales can explode. However, as an e-tailer, you can’t succeed in the sales without preparation. It is essential to put in place an effective strategy to develop your offer effectively, maximise your sales and attract new customers.
In this article, we give you some practical advice on how to prepare for your e-commerce sales and make the most of this dynamic period.
How do you prepare for e-commerce sales?
Analyse your stocks and the distribution of your products to be sold off
A thorough analysis of your stock is a key element in preparing for your sales. Start by making a complete inventory of your products in stock. Classify them by category, sub-category, supplier, sales margin, etc. This will give you an overview of the distribution of your items during your e-commerce sales.
Then identify the products that:
- They sell less well and have been stagnant in stock for some time. These are items that should be promoted during the sales to speed up turnover.
- Have an attractive sales margin. Sell them at an attractive price to attract customers while maintaining a decent margin.
- Are seasonal items that absolutely must be sold before the new collection. Give them big discounts at the end of the sale if necessary.
- Represent a large quantity of your stock. Make sure you have enough sizes/colours of these flagship items on special offer to maximise sales.
By finely analysing your stocks to be sold before the sales, you can define the best offers for each product and optimise both your sales and your margins.
Create and promote attractive offers
During e-commerce sales, consumers are looking for bargains. Offer attractive deals on products that you have identified by analysing your stocks in real time, such as attractive discounts or free delivery.
Highlight these offers on your website, on social networks and in your advertising campaigns. Use eye-catching visuals and powerful messages to grab the attention of your potential customers. You can set up a countdown timer to create a sense of urgency and encourage immediate purchase.
Also think about progressive discounts: the more the customer buys, the more they save, which can increase the average basket while preserving your margins.
Consider grouped offers to clear older stocks or less popular items that you have identified. Combine these products with more popular items at an attractive total price, encouraging customers to get a better deal.
Optimise your site for a smooth shopping experience
A smooth shopping experience is the key to success during sales. Make sure your site is optimised for fast and easy navigation during e-commerce sales.
Check that all pages load quickly and that the payment process is simple and secure. Set up search filters so that your customers can quickly find the products they are looking for. Don’t forget to optimise your site for mobile devices, as more and more consumers are shopping from their smartphones or tablets.
Prepare for a significant increase in the volume of orders. This means strengthening your teams, particularly those responsible for order preparation, packaging and dispatch. Think about training extra staff beforehand or using qualified temporary staff for the period.
Communicate with your existing customers
Don’t neglect your existing customers during the e-commerce sales! They are a valuable source of additional revenue. 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 extra benefits such as exclusive discount codes or double loyalty points. Show them that you appreciate them and that they are important to your business.
Plan your mailings to coincide with the start of sales, mid-term reminders and last chances. Make sure you don’t saturate your customers’ inboxes, but stay top of mind. Make sure your emails are clear, concise and visually appealing. Highlight important discounts and include compelling calls to action that encourage them to click and buy.
Use networks to make yourself known
Social networks are an excellent way of making yourself known during e-commerce sales.
Start by arousing your audience’s curiosity with “teaser” posts announcing the forthcoming sales. Create attractive and engaging content to grab your audience’s attention. Use relevant hashtags to increase the visibility of your publications.
Offer exclusive deals to your followers on social networks. This could be priority access to sales or additional discounts. This type of offer enhances the value of following you and strengthens the commitment of your community.
Organise competitions or prize draws to encourage users to share your content.
During e-commerce sales, maintain a high publication rate. Instagram or Facebook stories are perfect for real-time updates and maintaining interest throughout the sales period. Working 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’s essential to analyse the results and learn lessons to improve your future strategy. Analyse sales, the most popular products, the best-performing sales channels, etc. Use this information to adjust your strategy for the next sales periods.
E-commerce sales: specificities and strategies for marketplaces
1. Definition and timing of e-commerce sales
Online sales are regulated periods during which retailers can sell products at a loss, in order to clear their stocks before the arrival of new collections. Typically, the dates of sales are set by legislation, often starting on the second Wednesday in June (unless this falls after the 12th of the month.) This date is crucial for the planning of online retailers, who need to prepare their platforms, ensure that their stocks are up to date and optimise their payment and delivery systems for e-commerce sales.
2. Sales on marketplaces
Unlike a traditional online shop, a marketplace houses several sellers under one digital roof. This means that managing sales can become complex. Each seller may have different pricing strategies, different stocks and specific returns policies. The marketplace must therefore offer a platform that synchronises and effectively manages this diversity during the sales period.
E-commerce sales on a marketplace require excellent coordination of private sales and exclusive promotions to attract buyers. The products on sale must be clearly identified, and the discounts must be attractive to stand out in a highly competitive environment.
3. Communication and marketing during sales
The success of e-tailers during sales depends heavily on the visibility of their offers. Using social networks to promote sales has become an essential strategy. Marketplaces often use targeted campaigns on platforms such as Facebook, Instagram and Twitter to attract consumers to their e-commerce site. These campaigns are usually launched well before the start of the sales to build anticipation.
In addition, as mentioned above, email marketing plays a crucial role. Sending reminders about sale dates, sale items and special offers can significantly increase traffic to the platform and stimulate online purchases.
4. Logistics management of online sales
Logistics during e-commerce sales periods can be a challenge, particularly for marketplaces. With a high volume of orders, preparation, dispatch and returns management must be faultless. Integrated ERP systems are often updated to ensure that orders are processed quickly and inventory is constantly up to date.
5. Analysis of sales and return on investment
Marketplaces meticulously analyse the sales generated during e-commerce sales to assess the effectiveness of their sales and marketing strategies. This analysis helps to understand which products performed best, which pricing tactics worked, and how to optimise future sales periods.
6. Sales and the modern consumer
Consumer behaviour during online sales has changed. With easy access to a wide range of products, consumers often compare prices between different platforms before making a purchase. This means that marketplaces not only need to offer products at competitive prices, but also a superior user experience to convert visitors into buyers!
Marketplace: how can you stand out from the crowd during the sales?
Unique and exclusive offers
One of the most direct ways of standing out during e-commerce sales is to offer unique deals or exclusive products that competitors don’t carry. This can include special collaborations with brands or designers, limited editions, or exclusive product launches during the sales. Offering something unique not only attracts attention, but also encourages shoppers to return, knowing they can find special items they can’t get anywhere else.
Optimising the user experience
An easy and intuitive navigation on the site is crucial, especially during e-commerce sales, when the volume of visitors increases. The marketplace must ensure that its website or mobile application can handle high traffic without slowdowns or interruptions, which could frustrate customers and encourage them to go elsewhere. Features such as advanced search filters, detailed, high-quality product descriptions and a simplified checkout process can greatly enhance the user experience.
Dynamic pricing strategies
Using dynamic pricing software to adjust prices in real time according to demand, stock levels and competitive prices can help a marketplace stay competitive. This pricing approach ensures that customers get the best possible deal, while maximising sales and profit margins.
Targeted marketing
Precise targeting across digital marketing channels, including social networks and email marketing, can play a crucial role during sales. Creating personalised campaigns that resonate with potential customers’ specific interests can increase conversions. Marketplaces should leverage user data to segment their audience and personalise messages, offers and product recommendations.
Loyalty programmes and incentive promotions
Encouraging repeat purchases and rewarding customer loyalty can also help you stand out during sales. Offering extra loyalty points, exclusive member discounts, or benefits such as free delivery can encourage customers to choose one marketplace over another. Incentive promotions, such as time-limited ‘flash sales’, can create a sense of urgency and stimulate impulse buying.
Exceptional customer service
Responsive and efficient customer service is essential, especially during periods of high demand such as sales. A marketplace that responds quickly to queries, resolves problems efficiently and offers a hassle-free shopping experience can build a solid reputation, encourage positive reviews and build customer loyalty.
Rapid analysis and adaptation
Finally, during e-commerce sales periods, it is vital that marketplaces analyse performance in real time and adapt quickly. This includes analysing sales data, customer feedback and marketing performance. Insights gained from these analyses can help to quickly adjust strategies to maximise efficiency during the sales period.
Conclusion
The sales period is a golden opportunity for e-tailers to sell off dormant stock, boost sales and attract new customers. By following these practical tips, you’ll 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 the next sales period. Good preparation and good sales!
