The key is to create valuable to your target consumer promotions that also suit the demands of digital commerce.
In 2014, Deloitte Mexico conducted a study to know the perception of Mexican consumers in reference to Good End . The results? Most consumers who made purchases during this event is not considered to have made significant savings through promotions.
The reason: most of the “promotions” consisted card payments months without interest. Only 0.6 percent of buyers saw more than a 50 percent savings.
Although in the short term to implement promotions that do not bring significant benefits to consumers can attract and increase sales in the long term there is the risk of negatively affecting the image of your company so avoiding repurchases and generate loyalty.
To solve this problem, the key is to create valuable to your target consumer promotions that also suit the demands of digital commerce. This is possible if the following considerations have in mind:
1. Watch your advertising discounts
Avoid at all costs lie to your customers to communicate discounts and promotions that offer them during the Good Weekend 2015. If the advertising message is inconsistent with promotions that are on your site, the bounce rate or percentage of abandonment after seen a single page will increase, hurting the metrics of your site in general.
It also uses different and less saturated to advertise your promotion channels. For online shops, they are ideal platforms via coupons and discount codes. Psychologically, consumers are confident that a discount is a legitimate reduction of the original price.
Coupons and discount codes help reinforce this idea and discourage bargain hunting in the shops of other competitors.
2. Focus on customer satisfaction
Although the success provides a great opportunity to increase the sales volume of your business, give them a priority approach promotes the implementation of tactics that put in the background the needs of your customers. When creating your plan promotions, establishes as final objective to meet and exceed the expectations of your target consumer.
This approach could even provide your business profitability during the remainder of the year, for generating a truly valuable promotion, will be promoting customer retention in the long term.
3. Offers valuable promotions and discounts
Offer mediocre consumer promotions foster a negative image of your business; chances are that he is the victim of negative reviews by other means (such as social networking) and they influence the opinion of potential customers.
However, it is not necessary for your company to go bankrupt in order to offer value promotions. An offer is valuable when solving the problems, needs and interests of your target consumer.
Based on your needs during the Good Weekend, analyze what your customers look for this time of year: Christmas shoppers will want to advance? Question Perform large volume purchases for the rest of year? Question Perform the payment of the product or service you offer on deferred amounts? Finding discounts on specific products?
To obtain accurate answers, it is best to poll. If your budget allows, it conducted a market survey among a significant potential sample and repeat customers. You can also use free tools like social networks or surveys of users of your online store site.
Remember offer some type of incentive to encourage them to respond.
4. Align the deals with your products or services
Promotion offers benefits aligned to consumer, business and also complements the products or services you offer. In this regard, aligned promotions are those that provide an additional benefit to customer acquisitions as a reward.
An example of these developments for the success is the gifts on the purchase of goods or services and the payment of points programs loyalty and frequent purchases.
In general, these developments do not incur high costs for businesses and, also they generate a return of high investment.
5. Focus your promotions
Before making your promotions, your customers know in depth: their personality, interests and needs. One of the great advantages of online trading is the possibility of using Business Intelligence tools to obtain this information through the website of your shop and grouping the types of customers who visit and shop at your online store.
This allows you to create personalized promotions and consistent with the interests of each type of customer, increasing the effectiveness of your promotions.
Having in mind these points will help you choose promotions that will provide valuable benefits to your customers, which will result in a positive impact on your online store for the proper completion and, more importantly, in the long run.