As every summer, the first official weekend of sales is one of the most important moments of the calendar.
Online fashion searches can multiply by up to 400%, making it one of the most strategic dates of the year. If we want to achieve that sales peak from the first days of sales, it is important to prepare and anticipate the competition by defining a good digital marketing strategy. It should be noted that during these days, consumers are more willing to buy, seduced by discounts and offers.
During last year's summer sales, 2020, we already saw a change in consumer habits due to the consequences, such as confinement, caused by the health crisis.
This translates into digital numbers well above normal and we are waiting to see if they will be repeated this year, further consolidating e-commerce.
Here are some key data:
During the first 24 hours of last summer's sales, more than 13 million searches for fashion-related content were made.
Searches for women's and men's fashion architectural industry mailing list increased by 78% compared to 2019, with shoes, bags and dresses (especially white) being the most sought-after items. Searches
for youth fashion increased during the first days by 50.5%, with t-shirts, trousers, shorts and skirts being the most sought-after items.
As for bikinis, the star product every summer, online searches soared by 81% compared to last summer's sales.
Finally, the products added to the cart were 78% higher than average.
Below we present 10 tips to develop your digital marketing strategy and get your online store ready for these summer sales. Many of these tips may seem obvious, however, from experience, we have seen over the years that not all brands apply them.
Table of contents
An email marketing strategy for your clients
Inform and capture with a pop-up.
Marketing strategy to stimulate purchasing
Promote yourself on social media
Prepare your inventory for the date
Activate your website hosting
Activate your star products
The power of attraction is in the copy
Customer care is important
Ask for an evaluation
…and remember during the sales
An email marketing strategy for your clients
You will need a personalized campaign to inform your customers about your promotions.
Inform them before and during the campaign so that your information is not forgotten.
Make your customer feel special with a personalized campaign, spark their interest.
Inform and capture with a pop-up.
Inform your subscribers and customers about your special promotions for the summer sales.
By activating a pop-up you can inform them and also take advantage of it to attract new customers.
Marketing strategy to stimulate purchasing
Apply cross-selling with offers of complementary products. You can also apply an up-selling strategy for potential customers interested in a specific product and offer them another similar but more profitable one.
In this way, you will be taking advantage of the interest of users in order to stimulate the purchase.
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Promote yourself on social media
Since they are one of the most important means of communication for companies , they should not be missing from your digital marketing strategy; you should advertise during these days and your promotions through them.
Segment according to your audience and use the best channel to reach your customers.