The complete guide: How to effectively prepare e-commerce for the busy sales period

The period from August to December is a key time for e-commerce stores, especially in the fashion industry. During this time, consumers intensively search for bargains related to events such as Back to School, Black Friday and Christmas. But how do you effectively prepare your store for this hectic period? In this guide, we'll discuss how to make the most of tools such as marketing automation, content personalization and multi-channel sales strategies to increase profits and build lasting relationships with customers.

Why prepare for the busy sales period?

Increased traffic and sales

Increased interest in products at this time translates into higher revenues. A well-thought-out strategy will not only attract new customers, but also increase the order value of current buyers.

Building loyalty

The busy sales period is a great opportunity to build long-term relationships with customers. By providing them with a positive buying experience, you increase the chances of them returning in the future.

Increase competitiveness

As sales increase, so does competition. Proper preparation of your store will allow you to stand out by offering more than just attractive promotions.

How to get started. Learn the key steps

Analysis of historical data and trends

Before launching, it's a good idea to look at the results of previous campaigns, such as "Back to School." Analyze which products were the most popular, and adjust your offerings to current fashion trends.

Example: If backpacks, sneakers and basic t-shirts were bestsellers in previous years, make sure these products are properly highlighted in your latest campaign.

Customer segmentation

Segment your customer base according to different audiences, such as parents buying for children, teenagers or students. Customize your marketing communications so that each group receives offers that meet their specific needs.

Example: You can offer parents promotions on children's clothing, while students can get fashionable and functional casual clothing.

Technical preparation

Make sure your website is ready for increased traffic and that your payment systems and order logistics are running smoothly and without delays.

Example: Ensure that the buying process is quick and intuitive, and that a chatbot is available to help customers in real time.

Actions worth taking

Social Media and Remarketing

Strengthen your social media presence by posting styles inspired by seasonal events and collaborating with influencers.

Example: On Instagram and TikTok, showcase "Back to School" styles as part of influencer collaborations, and then direct viewers to relevant products in your store.

Remarketing will allow you to reach people who have browsed your products but haven't yet bought them. Dynamic ads will remind them of your offer by offering additional discounts or product bundles.

Example: A user browsed jeans and sweatshirts, but did not make a purchase. You can display him a Facebook and Instagram ad with these products, offering an additional discount for complete styling. 

Send customers from Synerise to Custom Audience in Facebook 

Personalization and dynamic recommendations

Personalized product recommendations on the website and in emails are a great way to increase the value of the shopping cart. With marketing automation tools, you can automatically generate fashion set suggestions based on browsing history, previous purchases and individual user preferences.

Example: If a user is browsing for jeans, you can suggest that they buy a jacket at a discounted price.

Emails with set recommendations

Personalized fashion kit emails are an effective way to increase sales. Send messages containing dynamically selected products that the user can purchase as part of a promotional offer, tailored to their previous buying behavior.

Example: If a customer has frequently browsed for jeans and sweatshirts, send him an e-mail with a proposal for a complete outfit, such as jeans, sweatshirt and backpack, at an attractive price.

Pop-up with kit offer

To increase the chances of making a purchase, display pop-ups offering special kits to users. After a few minutes of browsing, you can offer a ready-made "Back to School" kit at a discounted price. Pop-ups or exit-intent pop-ups can appear when a customer has viewed more than two products in a category.

Example: If a user is browsing children's clothing, you can display an offer for a set of clothes consisting of a T-shirt, pants and shoes, available at a discounted price.

"Recommended Sets" section.

On the homepage or in the "Back to School" category, create a section presenting various ready-made sets of clothes and accessories. With marketing automation tools, this section can dynamically adapt to the user's preferences, suggesting products that best suit their needs.

Example: For a customer browsing jackets, the "Recommended Sets" section can automatically suggest complementary products, such as pants or shoes that match previously viewed clothing.

Flash Sale Campaigns

Organizing short, intense sales is a way to inspire a sense of urgency and get customers to buy faster. Introducing dynamic elements on the site, such as countdown timers and pop-ups, will help make the most of this tool.

Countdown on the site

Place a timer on the homepage and product pages that counts down to the end of the promotion. The timer can be personalized to remind users when time is running out to make a purchase.

Example: You can place a countdown banner on the homepage with a countdown to the end of the sale to show users how many hours are left until the promotion ends.

Automatic reminders

Send automatic email reminders about ongoing promotions. These emails can be sent a few hours before the end of the sale and contain personalized offers on products that the user has previously browsed.

Example: A customer browsed for sweatshirts, but did not make a purchase. Send him a reminder with an offer for that product and the information that the sale ends in a few hours.

Exit-intent pop-up

When the user tries to leave the site without making a purchase, display a pop-up with information about the ending Flash Sale promotion and an additional discount code. The code may only be valid for a few hours, which will further motivate the user to make a quick purchase decision.

Example: If a customer wants to leave the site without making a purchase, you can offer him an additional discount on selected products, which will increase the chances of completing the transaction.

Separate "Flash Sale" section.

On the homepage or in the "Sale" category, create a visible "Flash Sale" section with dynamically changing products. With marketing automation, this section can automatically update, promoting the products that are most popular with users.

Example: Products that are viewed most often can appear at the top of the list of promoted items, increasing their visibility and chance of purchase.

Loyalty programs and cross-selling

Reinforce customer loyalty by automatically assigning points for each purchase and sending personalized cross-sell suggestions after an order is placed. Also introduce dynamic on-page recommendations that complement styles with complementary products.

myRewards - loyalty program for e-commerce customers 

Automatic assignment of loyalty points

Integrate your loyalty program with your marketing automation system to automatically assign points for each purchase. You can then send personalized emails with information about available discounts or rewards that customers can claim.

Example: After making a purchase, the customer receives an e-mail with information about the points earned and an offer to exchange them for a discount on subsequent purchases.

Cross-selling in e-mails

Send personalized post-purchase emails with suggestions for complementary products. This type of action will increase the value of subsequent transactions, as well as strengthen the relationship with the customer.

Example: If a customer has bought a jacket, send an e-mail offering to buy matching shoes or accessories at a discounted price.

Pop-up with cross-selling offer

Use pop-ups with cross-selling offers during the shopping process. After adding a product to the cart, display suggestions for complementary products that can increase the value of the order.

Example: After adding jeans to the shopping cart, the customer will see a pop-up with an offer to buy a T-shirt or belt at a discounted price, encouraging them to complete their styling.

"Complete the Styling" section.

On product pages, introduce a "Complement Styling" section that dynamically recommends complementary products based on the item selected by the user. This solution not only increases sales, but also improves the user's experience by making it easier for the user to create ready-made sets.

Example: If a customer browses for a jacket, the "Complete Styling" section can automatically suggest pants and shoes that match the selected product.

The final phase of the campaign

Reminders and countdown

At the end of the campaign, send reminders about expiring promotions. Use countdowns on the homepage and in newsletters to motivate customers to make their last purchases.

Summary and further offers

After the campaign is over, send an email thanking people for their purchases and offering discounts on products from the new fall collection. 

Analysis after a period of increased sales

Once the campaign is over, it is crucial to carefully analyze the results to assess the effectiveness of the efforts and prepare for future challenges. Here's what to pay special attention to:

1. analysis of key indicators (KPIs)

• Conversion rate: Analyze what percentage of visitors to your site made a purchase. Identify which campaigns and marketing channels were most effective in converting traffic into sales.
• Average order value: See how the average order value changed over different periods and in response to specific promotions or product recommendations. Did cross-selling campaigns and product bundles contribute to an increase in cart value?
• Customer acquisition cost (CAC): Calculate how much it cost to acquire a new customer during a campaign. Compare this cost to revenue to assess the profitability of the effort. If the customer acquisition cost was high, consider which marketing channels can be optimized.
  
  

2. customer behavior analysis

• Customer journey analysis (customer path analysis): Create a detailed analysis of the paths customers took through your site. Identify which elements of the site most engaged users and which led them to leave the site. Optimizing the purchase path can significantly increase conversions.
• Repeat purchase rate: Analyze how many customers returned to your site after making their first purchase. A high repeat purchase rate indicates the effectiveness of loyalty campaigns and well-planned after-sales service.
  
  

3. implementation of proposals

• Create reports: Generate detailed reports summarizing the effectiveness of campaigns, sales, customer behavior and profitability metrics. Focus on key metrics that best reflect the achievement of your goals.
• Optimize for the future: Based on the collected data, develop recommendations and plans for future campaigns. This may include streamlining marketing campaigns, improving user experience on the site, better inventory management or implementing new marketing tools.

Increase profits and strengthen customer relationships

The busy sales period is a time that can bring your e-commerce store significant profits, but it requires careful preparation and thoughtful actions. The key to success is to understand the needs of your customers and use advanced marketing tools to maximize the potential of this season. 

Implementing strategies including content personalization, marketing campaign automation and effective management of promotional offers will help you stand out from the competition and build long-lasting relationships with your customers. Remember that the success of a campaign doesn't end with the completion of a sale - it's also crucial to carefully analyze the results and implement lessons learned to be even better prepared for future opportunities.