When an e-commerce promotion is done correctly, you are getting customers to (happily) part with their money by giving them an incentive to take action before a limited-time offer expires. So, how can you make sure that your Christmas promotion is successful? Here are three steps you need to take:
Target Your EffortsPromotions can be used to do a variety of things. You can use them to
- Spur purchases from already established customers
- Reel in new customers
- Draw customers from competitors
- Get current customers to change their buying habits,
- Stimulate business.
- Do you want customers to purchase more frequently, buy in greater volume, or try out something new?
Plan Your Incentive
A well thought out and properly targeted promotion will prompt customers to take action. Different incentives may look like this:
- Price savings, including discounts, coupons or added value offers
- Free samples or a trial offer that provides customers with a low-risk way of trying new products or services
- Events or experiences which generate crowds, enthusiasm, sales and publicity
Christmas Promotion Idea #1: Price savings
These must be strong enough to compel, but reasonable enough that you aren’t losing money. Avoid small, uninspiring discounts, but also avoid very deep discounts, unless you can use them to promote sales in other higher-margin areas of your business, or unless they can attract valuable, long-term customers into your business. Most people feel like 30% off is a substantial enough amount to take action. If your discount is smaller like 10%, try using a dollar amount like Get $25 off your next purchase. A photographer friend I have gives out $250 dollar gift cards, but their services run around $1000. But $250 sounds much better than 25% off!
Christmas Promotion Idea #2: CouponsCoupons are always popular. Even younger consumers and affluent shoppers are using coupons. You can use printed coupons, but coupons distributed on websites web sites or via email provide a great way to test price offers with a specific customer group, all while allowing you to avoid the costs incurred from using other media. You can easily add coupons on your Shopify store with this handy tutorial, and if you don't have a mailing list you can use Storeya's pop-up coupon app.
Christmas Promotion Idea #3: Samples
Another great incentive is to let customers try before buying. If you are offering samples, ensure that you are offering great products that will win rave reviews and repeat business. You can use free samples prominently in an effort to attract links, visitors, site registrations and publicity. You can also add free samples to your orders to get people to try new things. If you are a beauty brand, you can add a mini gloss sample or a new fragrance to all your orders.