Sales promotion


Sales: 7 things you need to know

Easter, the start of school and Christmas. They all have something in common for retailers as these high-sales periods are followed by phases in which customer interest needs to be sparked more strongly. To counteract this, sales promotion measures in the form of markdowns, seasonal sales or a simple clearance can be used. For this approach to be successful, however, it is not enough to simply offer a few discounts so that customers flock to your own store or online shop. These sales need to be well planned in order to ultimately deliver the desired success.

To make your sale a success, we have put together seven things you absolutely need to know. From preparation, to application, to presentation at the point of sale. Depending on the sales channel used, not all tips are equally applicable to every sale. If you sell your products in-store, you must consider different factors than if you sell your products online. Therefore, we have structured the tips for you in such a way that we specifically address both businesses with on-site sales and online stores along with general advice that applies to both sides.

1.) Promotion and arrangement in the shop

What good are the best offers and the biggest discounts if none of your customers notice? If you run a shop, it's essential that you clearly show that you are having a sale in shop windows and in front of the entrance. Therefore, it’s important to equip the shop windows with appropriate signage and the outdoor presentation with corresponding advertising material. A label such as "Sale" or "Offers" and a percentage sign immediately show potential walk-in customers that you offer discounts.

It’s important here that you decide on a uniform design that you also use for the labelling of the reduced articles in order to make it easier for your customers to find their way around. A bargain bin or marked special offer baskets also have a sales-promoting effect. When your sale enters its final phase, you can indicate that the offers are only available for a short time by redecorating. The shop windows should be almost empty and large-scale notices in bright colours should indicate that time is short.

2.) Clearances and proper positioning of goods

Two important aspects to consider for your customers within your shop are quick orientation and enough free space so that your visitors do not feel cramped. First, make sure that the presented items are at table height in the entrance area, that they can be seen on shelves or stands up to chest height towards the middle of the room, and finally that higher shelves are used in the back area. With all this, however, make sure that open spaces remain. You should also bear this in mind around the checkout area so that there is no crowding there. You can use this calmer area to place certain, particularly heavily discounted products once again and point them out accordingly.

In addition, it's recommended that you use psychological insights when designing your sales space. For example, studies have shown that 90 percent of people's orientation lean to the right when they enter a shop. For you, this means that items positioned on the right-hand side are noticed directly. Therefore, you should present popular products or your best offers on the right side after the entrance. This also allows you to make more optimal use of your additional sales space. Steer your customer traffic counter-clockwise through your shop based on the preference for the right side and place promotional offers also on the right. To engage the left side, attract attention there with bright colours, eye-catching lighting as well as posters.

3.) How to design your online shop

After looking at the sale design in retail shops, it's now time to focus on the online shops. Here, too, there are numerous ways to specifically promote sales. However, one essential point is not purely limited to sales: Optimisation for mobile shopping, or shopping via smartphone. Online shopping via mobile devices has increased significantly in recent years and this trend is continuing. Therefore, make sure that your online shop is optimised for this.

When it comes to the sale itself, an optimal user experience in the shop has a significant influence on good sales. This already starts with the presentation of the offers themselves. Eye-catching banners, the good labelling of before and after prices or a countdown will draw attention. So that customers do not have to spend a long time searching for the offers, it's recommended to have your own landing page, which can also be found in the main navigation. Fill the page with suitable images and SEO-optimised text to be found in search engine results. The search should also be adapted so that the products on offer appear first when the appropriate category is searched for. And if customers have already found the right offer, show them product suggestions that match it - if these are also part of the sale, all the better.

4.) Easy checkout and flexible payment

After your customers have found exactly what they are looking for, it's very important that they can also complete their purchase as smoothly as possible. The fewer clicks they must make from the shopping basket to the completed payment, the fewer abandonments there are during the completion of the sale. Therefore, allow guest orders without a registration requirement, make shipping costs transparent early on, if available, and offer different options for shipping and payment. If you are expecting high shopping basket values, you should think about the option of financing. This is quite popular and there are some providers who can help you with this.

5.) The right marketing for your sale

Even though flyers, brochures and advertisements in local publications are still important for local shops, digital marketing channels should be prioritised just as they are for online shops. This is where the best results can be achieved with clear budgets and little waste.

The first focus should be on your social media channels. Inform your followers about the upcoming sale using designs that match those you use in your store or online shop. This increases recognition. They can also subsequently point out specific discounts and offers in order to create additional purchase incentives.

6.) Reach existing and new customers

The best way to reach your existing customers is through email marketing. You spark interest through targeted newsletters announcing the sale and then draw attention to sale offers. In the Newsletter Module of the myWorld Premium Partner Program, you already have numerous templates available for this purpose and can send newsletters quickly and easily to target groups defined by you.

To help your sale get even more attention, paid online advertising is a recommended tool. You can achieve positive effects even with a small budget. Ads on Google or sponsored posts on social media can be narrowed down very well to specific target groups and specific regions. This means that they can be used in a very targeted way not only for online shops but also for local shops with a limited reach. For online shops, a budget for re-targeting is also recommended. This allows you not only reach customers who may have abandoned a purchase but can also persuade one-time shoppers to visit your shop again.

7.) Timely planning

Regardless of how many of our tips you would like to use for yourself, there is one thing you should always remember: start planning your sales ahead of time. The more lead time you give yourself, the better prepared you will be for your sale. One thing is for sure: the next sale is sure to come. We are wishing you every success for it.


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