Some ecommerce vendors have a tough time selling products over the summer months and wait anxiously for the winter holiday season. There are a few reasons for this. For starters, many people don’t feel the same urge to shop during the summer slump since there is less cultural pressure to make purchases for friends and family compared to Black Friday or Christmas. Another reason could be that many e-stores are locked into a seasonal business model (e.g. selling ski equipment or faux fur coats). Or it could be that the U.S. economy is facing a very slow recovery from the Great Recession.
But just because summer is here doesn’t mean that your ecommerce business needs to dry up. In fact, many ecommerce businesses do incredibly well by shifting their focus or outreach during the summer season. Here are just a few ideas to get your started.
As we head into the dog days of summer, more people will probably decide to duck inside their air-conditioned homes and offices rather than brave the sweltering heat outside. Once comfortably indoors, many people might take the time to check their emails, peruse social media or kill time online. This is a perfect moment to get in front of shoppers!
Social media marketing reaches consumers on the platforms they already use and enjoy. Think about it, what if your store is seeing a drop in sales, not because people aren’t interested, but rather that you aren’t doing enough to stay top of mind?
Determine who your audience is and how best to reach them. If you are targeting fashion-savvy Millennials, your best bet is Instagram; if you are selling the latest technologies to business people, YouTube is a great way to show off how the product works.
Additionally, email marketing is a cheap and effective way to reach prospective shoppers. Turns out over 90 percent of consumers check their emails at least once a day, and since users actively request to join the mailing list, they will actually be interested in the information you share. Shockingly, for every $1 you spend on email marketing you earn $45.25 in return.
Sales of the Season
One of the truisms of life is that everyone loves saving money. So why not shower your shoppers with attractive sales and discounts? Think about offering 40 percent off clearance sales for winter items, BOGO deals, doorbusters, etc. Anything to get shoppers excited and out of the summer spending slump.
You can even get creative by mixing and matching your social media strategy with your sales. Why not try hosting a contest on your Facebook or Instagram? Tag five friends, follow and share for entry!
Hot New Offerings
So, let’s say you’ve built your e-store on a free ecommerce website builder like Shopify. It’s bold and beautiful, and you’ve spent countless hours marketing your page over social. But all that work isn’t doing you any favors right now. What gives?
Sometimes is not about how you sell, but rather what you sell. If you are hurting for summer dollars, try introducing new products to your ecommerce store. You don’t need to dilute your brand identity, just tweak your store for the summer season.
Sell a product that only appeals to shoppers during the colder time of year? Think about offering advanced customer orders. For example, if you sell graphic snowboards and skis, try offering your shoppers custom order over the summer. Not only will this boost enthusiasm for your goods during the summer; it also gives you plenty of time to perfect their purchases before they hit the slopes.
These are just a few ideas. The best way to come up with a winning strategy is to experiment with your offerings and listen to your shoppers. After all, no one knows your shoppers better than you.