Did you know that behind every sales promotion there is a well thought out strategy? A good promotion can have several objectives and work very well if you hit the right key.
With the emergence of e-commerce , all commercial aspects have had to adapt to new technologies and give a new twist to traditional concepts about advertising and communication with the customer. Even if you do not have direct contact with your consumer in your online store, you must treat them with the same care and pay attention to each step of the purchasing process.
From the moment they enter your website, look at your product information, add it to their shopping cart and finally decide to buy it. Of course, packaging is another important part and the last link in the chain.
But let's take it one step at a time. If you have a physical store, expanding your knowledge of technologies applied to sales may be the difference between getting the maximum profitability from your business or not.
Factors for a promotion to be effective:
Identify your clients, including potential ones: put yourself in their shoes and what would you like them to offer you?
Study your product: what stage of its life is it at. There are 4 phases: introduction (you have just launched it), growth (it has sales, it is already moving in the market), maturity (it has been on sale for a while and has reached its sales peak) and decline (it has been on sale for a while and these are usually products that are left in stock).
Create a good offer: both in the sense that it is attractive to our client, that it offers value and is easy to understand.
Measure consumer response: You need to monitor the response to promotions to know whether they are well received or not and whether you can repeat them at some point.
Offline Point of Sale Promotions
Practical example of promotion: Sunscreen
I'll give you an example so you know what I mean when I talk about promotions. Every season you place an order for products for your business.
When summer arrives, you decide to sell a line of sun creams. You set up a visually well-cared-for stand with jars of the cream and a poster with images that suit the public you want to target: children playing on the beach, a girl sunbathing or a man taking a walk. A couple of months go by and the beach and holidays are over, so your sales drop. What do you do with the leftover products?
You have two options: either you place them on a shelf next to other creams without highlighting them or you give the situation a twist. You can use a commercial strategy based on “OFFER”, “Last units!” “Price drop”, or, and this is where having a well-designed strategy comes into play, look for another target audience.
If before it was for those who use the summer to go on vacation and relax, now we are going to address those who take care of their skin all year round and look after their skin. Sun creams are sold as products that can be used in any season because, although we do not expose ourselves to the sun as much, it is still harmful and can cause spots or other major illnesses.
And if you still have some products in stock in winter, recycle the associated image and put a boy skiing.
If before placing an order for any product you create a sales strategy, carry out a study of your clientele and the promotional and advertising actions that you can design, you will make a profit!
Commercial promotions at the point of sale
Obviously, to be able to do this you need to have basic marketing knowledge, but I'm going to leave you with some actions that you can start doing right now in your business, whether physical or online. Remember that the difference lies in how you are going to carry out these promotions, but the goal is the same: to sell. Always adapt to the channel and your audience. First of all, I'll show you...
Promotion at the offline point of sale:
Create a different and original space:
Make your customers feel comfortable in your establishment. If you want to highlight a product, create a space around it that is different from the rest. Pay attention to the colours and elements you include, such as furniture, signs, etc.
Try and buy:
The option of allowing the customer to try the product before buying it is quite interesting. These are promotions at the point of sale. It doesn't matter what you sell. Whether it's a perfume or a computer, the important thing is to create a feeling of security in the consumer, that they are buying knowing that they will like it. Set up a stand inside your establishment with a person who is in charge of offering the product. Another example is free samples.
Showcase the product:
Whether it's on mannequins (because they're clothes), in a palm-shaped place (because they're bananas), or setting up little rooms if you have a furniture store, the essential thing is to draw attention in a positive, original and, why not, fun way.
Promotion at the online point of sale:
Discounts :
You might be thinking that this isn’t just for online stores. And you’re right, but in the base de datos telefonos fijos digital world you can play with time. That is, your customer has brought your product to the shopping cart, but… oops! He decides to leave and doesn’t buy it in the end. Create a tracking pixel that follows your customer throughout his browsing, offering him the same product at a lower price. Sound familiar? Hotels and airlines do this a lot. You can also send him an email, if he’s a registered user, with a discount code valid for that day. You’ll create a sense of urgency.
Awards:
Tell your customers that if they register their purchase on a website they can get instant gifts and enter a draw. With this action you can achieve several objectives: increase your database, track your customers' purchases to see what sells the most and build loyalty.
To sum up: take your time to get to know your customer well, design campaigns and promotions tailored to them, measure the results and be creative! As you can see, not everything has been invented when it comes to promotions and advertising. Look for training adapted to the retail sector and improve your sales .
Do you remember any promotion that caught your attention? Tell us about it, we want to know about it.