Any eCommerce store can benefit greatly from running special event sales, whether for holidays or marketing events initiated by the store. Large-scale sales events featuring discounts and special offers greatly increase virtual store traffic and sales volume. But the most important goal of special sales events is to bring in customers who will stay with the store for the long term, checking in regularly and watching for products they might be interested in. This can truly make the sales worth it to businesses. Online traffic may only take the form of browsers interested in skimming for the most visible deals and then jumping to the next store. In order to maximize the results of a special sales event, it’s best to prepare in advance to make the most of a limited opportunity and turn it into a long-term success story.
Plan For Events Well in Advance
Planning for a special event starts long in advance. The most basic requirement is to plan out discount pricing and special offers like free shipping or coupons. Figuring out which products are likely to draw customers to the store will help determine what may be worth using as loss-leaders. Discounts can take many forms, and customers will be incentivized to buy if they think they are getting a better deal than from anywhere else. Discount codes, percentages off, and buy-one, get-one-free offers each have their own appeal to customers.
As the date of the event approaches, it’s time to use marketing resources to announce it in advance. Use social media channels, email newsletters, and banners on the store page to mark the date of the event starting around a month in advance, then repeating as the sale gets closer. If there is a particular special offer or a category of products that will offer desirable discounts, describe it in marketing materials and make a picture representing it part of the marketing imagery.
Set Your Goals
It can benefit a business greatly to identify exactly what goals there are for a sale to know where to drive customers. For instance, there are many reasons to prefer customers to purchase through an app rather than a website. A retailer has more control over user experience on their app and has less worry about a customer viewing their sales as one of many stores in their browser. Making special offers to users who sign up for the app and discounts to mobile purchases may be a viable strategy to encourage user adoption in the long term.
When the sale period begins, a new version of the digital store’s front page should be filled with deals and offers that keep customers browsing throughout the store looking for the best prices, increasing retention rate. Being able to easily adjust your front page on an eCommerce app, even while the sale is running, is vital, since it causes visitors to return looking for any sales they’ve missed.
Promote Customer Loyalty
Special offers should be designed to encourage customer loyalty. Discount codes shared on social media leads to customers following the brand’s social media accounts and sharing their posts with others online. They also make customers feel like they are getting exclusive deals.
Special sales events are a great time to promote customer loyalty programs such as giving rewards points for each purchase. Receiving points that can be redeemed for discounts later will lead to new customers being incentivized to come back afterward, making them pay off in the long run. Selling through an mCommerce app that tracks rewards points can show customers how many points they have earned, increasing customer engagement as they can look for opportunities to claim their rewards.
Sales events can be important sources of increased sales volume, and with the right preparation and planning, they can become the foundation of a strong and stable customer base. Having an overall strategy in mind when setting up every sale on an eCommerce and app-based platform helps focus a business on meeting its goals while growing its brand.