In the e-commerce fashion world, many brands follow the same calendar: they launch their seasonal (AW/SS) collection and then have a sale before the next season launches. In between you’ll (usually) find an archive sale and then the expected BFCM weekend boost. We like to help clients think a little outside the box when it comes to discount strategies. Here are three tips to help you escape the standard calendar to distinguish yourself from the rest and not overwhelm your customers in already saturated sales periods.
Our top three tips
Create shorter and more focused sales moments like a “Day Deal”
See the example of our partner Bamboo Basics, who chooses not to do seasonal sales. While doing more regular sales too, they often have varying discounts on different products that typically only lasts one day, throughout the year. For example, one day they’ll offer 20% off all boxer shorts. Another day, they’ll have an offer for multi-pack briefs. The scarcity can drive consumer behaviour.
Host a “hidden sale”
Particularly popular with brands that want to keep their brand more exclusive, a hidden sale is a way to engage your existing customer base to shop. This could be sending a newsletter with direct access to the sale, that the general audience can’t access on your website. This rewards existing customers with a special offer, and protects new customers from associating your brand with discounts.
Continuously reward customers throughout the year
Instead of working with specific sales time frames, spread them throughout the year through tailored, personalised offers. Hang Eleven, a partner of ours, uses a loyalty programme for its customers. It’s a great way to offer rewards and discounts for members and engage them when they’re less overwhelmed by typical sales periods.
Be mindful
There’s no denying that sales bring in an influx of revenue, but your relationship with your audience is also important. As consumers become more mindful of how they spend their time and energy, it’s important to consider a new strategy for communicating with them during sales.
For more tips on how to approach the upcoming Black Friday/Cyber Monday period, read our article.
