Have you thought about how you are going to market to consumers who are now expecting a sale all the time this EOFY?
Traditional retail buying events like Boxing Day and EOFY teamed with the new retail events calendar including Black Friday and Singles Day are changing the way consumers are shopping. The retail environment is fast paced, fashion is not always timeless and there seems to be a sale on every time the wind blows.
This year, to add insult to injury for small to medium sized eCommerce businesses the battle of the retail brutes has already kicked off. This week, Myer and David Jones pre-maturely launched their EOFY sales campaigns with the hope of opening the purse strings of consumers around the country. How on earth do the smaller guys make a buck with this price driven culture? (When you are expected to be on sale from early May right through to July).
The good news is there is growth happening…
That means, people are willing to spend across the board. In order to cut through the noise, creative tact can be a way to deliver value to your beloved consumers.
What do they actually want at this time of year?
- To keep warm in winter
- To make their home cosy to prepare for hibernation time
- Skin might be dryer with the cooler temperatures
- To take advantage of tax time and claim some stuff
If you are in the industry of fashion, homewares, skincare or office supplies now is your time to shine! Don’t put everything on sale at once. Reward your loyal customers by running relevant campaigns that give them access to a few things they need at a time. Understand who they are, what they are doing at this time of year and treat them. For example, if you work in the activewear fashion industry make sure there are some jumpers on sale now that people can wear now to and from the gym or to brunch now. Who knows they might throw in some full priced track pants while they are at it.
This is the pointy end of the year when we know you have targets to hit and potentially quite a bit of stock to move off the floor. Freeing up valuable time where possible in the business can allow you to get back to the creative drawing board and use these events as ammunition to build your brand and reward people by supplying them with well thought out campaigns that provide with good value products.
If you feel like you are investing too much time on the packing, sending operations side of the business. Choosing a fulfilment partner that gets your desire to grow in a competitive landscape could be the way to go. Fulfilio is on standby to allow your creativity in the business to shine, especially during the busy sales times.