Almost everywhere in Europe, the summer sales will begin at the end of the month: June 30 in France, and the first days of July in Belgium, Italy and Spain. A highlight for all businesses, which, in some countries, are just coming out of lockdown. With good indicators, e-commerce should once again benefit from this key period which represents an average of 20% of annual sales. So, how can you best prepare for the summer sales and make them a great success? Here is our answer in 7 steps!
The European summer sales will start at the end of the month. With good indicators, e-commerce should once again benefit from this key period which represents an average of 20% of annual sales. So, how can you best prepare for the summer sales and make them a great success? Here is our answer in 7 steps!
Tip #1: Prepare your site
Just like the stores that decorate their windows to reflect their sales, you need to grab your customer's attention as soon as they visit your home page and encourage them to browse through your special offers. It's an opportunity to liven up your homepage with fresh visuals and colors. You can also temporarily add a Sale category to the main menu or a sticky bar at the top of all the pages of the site, in order to guide visitors who enter your site via another page. A tab that must be hidden or renamed outside the sales period. Indeed, the word sale is regulated and cannot be used outside of the official dates.
Tip #2: Communicate
To generate traffic and consumer interest during these seasonal sales, you can take advantage of the Google Ads arsenal. As for social networks, they allow you to deploy targeted campaigns according to the profile of your customers. Facebook and Instagram guarantee you a real impact on an acquired and buying audience. Pinterest is a great network to use before the sales and during the sales period... Finally, TikTok is particularly adapted to a younger audience.
To stand out in this period of high demand, pay particular attention to the choice of visuals (favour products that are representative of your brand), the wording of the taglines and clearly announce the discount amounts.
Tip #3: Customer Loyalty
At the heart of your promotional toolbox: email. This is the best way to activate your database and solicit your customers, a target clientele that is already familiar with your brand and/or your products. Don't hesitate to give them a head start by organizing private sales before the official dates or an exclusive advantage, such as free delivery or a discount code guaranteeing them an additional discount. Something you can also share with your followers on your social networks.
Tip #4: Encourage impulse buying
To stimulate impulse purchases, consider displaying the number of products in stock. By clearly indicating the quantity of products available, the consumer is made aware of the risk of product shortages. This technique is based on FoMO (Fear of missing out), which exploits a psychological mechanism.... the fear of missing out on something. Similarly, you can support your most attractive offers, in the form of flash sales, limited in time. In this way, you take advantage of two levers, urgency and availability.
Promotions and discounts (3x2, sales, offers, packs)
Tip #5: Encourage advance purchase planning
A large majority of Internet users prepare their purchases to make the most of the seasonal sales. To allow them to put aside their favorite product, in the size or in the color of their choice, consider unlocking your shopping cart. Your buyers will be able to anticipate their order the day before and validate it at the first hour of the sale. A solution that also reduces the load on your server, as the pages are already loaded on your customer's computer.
This feature is becoming increasingly popular, so you should inform your customers in advance, when sending out your emails or by posting it on your site a few days before the sales start!
Tip #6: Avoid shopping cart abandonments
Sales are impulse buys that should not be missed. Given this, any shopping carts that are abandoned during the sales are likely to be permanently abandoned. As the majority of behavioral studies indicate, there are three main reasons for abandonment: the absence of free delivery for 46% of online buyers, delivery costs that are too high (for 60%) and communicated too late in the purchase process, and finally payment conditions. It should be noted that 35% of Internet users give up their online purchases if their favorite payment method is not accepted. These three criteria are all important to optimize your conversion rate, but they are also crucial during the sales period.
Abandoned Cart Reminder Pro
Tip #7: Think about your server!
Sales generate an increase in traffic that can be further increased by marketing campaigns. In the interest of return on investment, remember to test your server's load and ecommerce website performance beforehand so as not to lose potential customers.
Modules that make it easy to set up a sale
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