In eCommerce, the allure of promotions, discounts, and special pricing can be overwhelming and often beckons a retail company towards a revenue utopia. Yet, a reality check may suggest that eCommerce retail offers fail to deliver the desired conversions and profit.
Here's why.
The setting, or instead, uneasily pitting your expectations against the fundamental goals of promotional campaigns, plays a pivotal role in the outcome. Are you merely pursuing a spike in sales and increased conversion rates, or are you striving for a loyal customer base that keeps returning, even without discounts dangling in front of them?
You may set yourself up for a fall if the latter is your aim.
What are eCommerce promotions?
eCommerce promotions are marketing tactics designed to entice customers and stimulate sales within online retail environments. These promotions can take various forms, including discounts, limited-time offers, buy-one-get-one-free deals, free shipping, and flash sales.
The primary goals of these initiatives are to encourage consumers to purchase and improve the online store's visibility. While enticing customers with promotions can lead to immediate sales spikes, it is essential to think critically about the long-term impact on customer loyalty and brand reputation.
By balancing promotional efforts with meaningful engagement strategies, retailers can create a win-win scenario for their businesses and customers.
What are the signs an eCommerce promotion has failed?
Identifying a failed promotion can be crucial for tweaking your strategies in the future. One of the most telling signs is your target audience's lack of engagement or interest.
Additionally, you may notice a spike in sales. Still, if those sales don't translate into repeat customers, it might suggest that the promotion was merely a one-off lure rather than a means to build lasting relationships.
Look out for a drop in average order value, as well. If customers are only using the promotion for discounts rather than exploring other products, your promotional strategy may need a rethink.
Recognizing these signs early can help you refine your promotional tactics for better success.
Reasons for eCommerce promotion failure
Price slashes and the perception of value
Promotions that drastically reduce prices can inadvertently cause customers to question the actual value of your product. This is particularly true if the discount is on specific items, like a handbag range, only to raise the cost later.
Anyone exposed to the discount may perceive the reduced cost as the product's value, a belief that is hard to dispel.
Discounting to boost sales may reinforce consumer sentiment that your product was never as valuable as initially claimed, thereby sabotaging your pricing strategy. Ensuring your products justify their price tags is integral to positive consumer behavior.
First impressions and customer retention
Once a product's price has been slashed, it's a challenging journey back to normalcy. Sure, not all customers lured by the discount will abandon ship, but their future purchases will likely coincide with your next sale.
Those initially unmoved by your offer may be looking for special deals, but expecting them to pay the total price after the discounts is optimistic.
In such a scenario, maintaining lower prices seems like an alternative but poses a problem when planning future promotions. With discounting yielding short-lived benefits, your focus should be on providing exceptional after-sales service to cultivate customer loyalty and enhance customer retention.
Mitigating mistrust
Offering discounts undeniably attracts new customers and may even retain a few for subsequent sales. However, what about customers who bought your product at the original price only to find it heavily discounted later?
The inability or unwillingness to offer such customers a price difference refund can lead to discontent and mistrust.
Discounts aren't a no-go
Tread cautiously with promotions to build long-term customer relationships and a reliable brand. Strive to offer value beyond cost benefits through personalization, quality products, or excellent service.
Intelligent steps, such as implementing loyalty programs, segmentation, cross-selling, bundles, and upselling, can enhance the Average Order Value (AOV) and optimize conversions and spending using onsite promotions.
Adopting a more calculated approach to discounts, testing different promotional strategies, and utilizing machine learning to understand and predict consumer behavior can significantly improve your business growth.
