Beyond Discounts: Tips on Optimization for Seasonal Sale
When preparing for a seasonal sale, it’s worth going beyond the usual discount-only scenarios and look for other solutions and optimizations. It's not just about attracting customers with lower prices but about creating a comprehensive and satisfying shopping experience that goes beyond standard practices and leaves a lasting impression on consumers' awareness.?
Seasonal sales are an effective tool that, if used correctly, can significantly increase sales and customer loyalty. In this article, we will explore how to optimize seasonal sales to be more than just discounts. We will focus on strategies beyond mere discounts and offering customers a convenient and tailored shopping experience.?
Enriching the product page with data from the catalog??
Product information is crucial for customers' purchasing decisions. This is especially true for seasonal sales, where assortments change frequently. Imagine a customer visiting a product page and immediately receiving complete and up-to-date information that helps them make an informed purchasing decision. The information is presented clearly and attractively, enhancing the customer's trust and likelihood of making a purchase.?
Solution: The ability to dynamically supplement information on the product page, such as product availability in the warehouse and offline store, helps build a consistent shopping experience. By implementing dynamic content in the product page's code with information sourced from the catalog, customers can track changes in product availability in real time. Furthermore, when a product is on a seasonal promotion, the product page can display information about the special offer, encouraging customers to make a quicker purchase decision.???
Pro Tip: Make sure your catalog data is always up-to-date and comprehensive. To further enhance your product page, it's a good idea to implement "live" product descriptions. These are dynamically generated descriptions that can change based on user behavior and preferences on the site. For example, if most users are viewing images of a product in a certain color, the description can automatically highlight the popularity of that color or suggest other products in a similar palette.?
Personalized recommendations compliant with the Omnibus Directive??
Presenting the full price history of a product, as required by the Omnibus directive, allows customers to assess the attractiveness of the offer and can drive them to purchase by seeing the real value of the promotion. Use this in your personalized recommendations. During a seasonal sale, the customer receives personalized product recommendations with the current promotional price, the lowest price in the last 30 days (omnibus price), and the regular price outside the promotional period. In this way, you not only comply with the regulations but also build a positive brand image based on honesty and respect for the consumer.??
Pro Tip: Inform customers of price changes for products they are following, for example with push notifications. You can enable omnibus price tracking, allowing customers to make quick purchasing decisions.?
Social proof??
People trust the opinions of other consumers, and purchasing decisions are often shaped by the opinions of others. Information about how many people have viewed or purchased a product, or even how much time is left on promotion, can significantly influence the perception of the value of an offer and encourage purchase. During busy sales periods, these elements can help products stand out from the competition and attract the attention of potential buyers.?
Imagine this situation: A customer visits the page of a product they are interested in, when the product has been visited by more than one person in the last hour, the customer can receive a notification about the number of times the product has been purchased in a certain time frame, the number of people interested in it and the availability in stock.??
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Pro Tip: Use the power of social media to build brand trust. Working with influencers on social media can be a powerful tool for Social Proof. Their opinions and reach can attract new customers and increase trust in your brand.?
Personalized menu??
Every customer is different and appreciates a personalized approach. Optimizing the seasonal sale is not only about promotions and prices but also the personalization of the shopping process itself. During a seasonal sale, where the customer has access to a variety of products, a personalized menu can make it easier to navigate and reduce the time it takes to find the product they are looking for.??
What the implementation might look like: When a customer opens the menu during a seasonal sale, they see not only a general list of categories tailored to their preferences and purchase history but also personalized recommendations. For example, if a customer frequently browses products from a particular category, the personalized menu will show the recommended categories or subcategories first.??
Pro Tip: Make sure that the menu is optimized for various devices so that customers have an equally good experience on computers, tablets, and smartphones.?
Benefits?
Benefits of implementing the above scenarios:??
Seasonal sales are a great opportunity to build long-term customer relationships. Discounts are just the tip of the iceberg - the real magic lies in personalization, customer interaction, and understanding shopping psychology. Optimizing seasonal sales through product page enhancement, personalization, social proof, and personalized menus can bring significant benefits to your business.?
Ola Wyszkowska , Junior Marketing Specialist