How to drive record sales this peak season

With Black Friday, Cyber Monday, and Christmas just around the corner, the peak sales season is upon us. This is a crucial time for e-commerce businesses, as it can account for a significant portion of annual sales.

However, the peak season can also be a challenge, as competition is fierce, consumers are inundated with marketing messages and service and delivery to the customer over this incredibly competitive period also becomes even more important.

We have consulted our Managing Director Brad Williams for his top tips to make the most of the coming months:

Start planning early

The best way to ensure a successful peak season is to start planning early. Williams explains that this means having your inventory in order, developing your marketing campaigns, and finalising your shipping and fulfilment strategy. “By planning ahead, you can ensure that you have enough stock cover to meet customer demand, and that your marketing campaigns are well-executed,” he says. Here are a few things you can do to start planning early:

• Audit your inventory and predicted trends. This will help you identify any stock gaps and ensure that you have enough SOH to cover your fast-moving SKUs.

• Develop your marketing campaigns early. Think about your target audience and be clear on your messaging to the consumer. You should also start planning your budget and campaign timelines early. The end result of a sale is typically driven by strong customer engagement and connection, which will have started much earlier than the sale period.

• Finalise your shipping and fulfillment strategy. Make sure you have a plan in place for how you will handle the increased order volume during the peak season. Consumers are expecting quick order fulfilment times throughout this period, so any let-downs in this space may be enough for the customer to not return.

Offer competitive discounts, promotions and value

Consumers are always looking for the best deals, especially during the peak season. Offering competitive discounts and promotions is a great way to attract new customers and encourage repeat business. "Think of deals such as free shipping on all orders over a certain threshold, GWP (Gift With Purchase) promos etc.  This is a great way to make your products more affordable, and for the customer to feel as though value has been added." Williams suggests. A few extra ideas for discounts and promotions that you can offer include:

• Percentage/ Loyalty discounts

• Free shipping

• Buy one, get one free

• Bundle discounts

• Early bird specials

Focus on customer experience

Customer experience is more important than ever, especially during the peak season. When customers have a positive experience, they are more likely to return and become loyal customers. Focus on customer experience by:

• Making sure your website is easy to navigate and secure.

• Offering excellent customer service. This includes responding to inquiries promptly and resolving issues quickly and efficiently.

• Going above and beyond for your customers. This could mean including a personal note in their order or a gift.

Williams adds that customer service should go beyond the traditional enquiry response. "It should also include extras such as offering a variety of convenient payment options, clear and concise guidelines around order cut-offs and expected delivery times, clear return policies etc., so that when it comes to checkout and delivery, there are no adverse surprises," he says.

Use social media to your advantage

Social media is a powerful tool for connecting with customers and promoting your products and services. Be sure to use social media to share your latest news and offers, and to engage with your followers. Focus on:

• Creating engaging content. This could include blog posts, photos, videos, and infographics.

• Running social media contests and giveaways. This is a great way to generate excitement and buzz around your brand.

• Using social media advertising to target your ideal customers.

Partner with a 3PL

A third-party logistics (3PL) provider can help you with all of your shipping and fulfilment needs. This can free up your time and resources so that you can focus on other aspects of your business. Here are a few of the benefits of partnering with a 3PL:

• Scalability: A 3PL can help you scale your business to meet the increased demand during the peak season.

• Expertise: A 3PL has the expertise and experience to handle all of your shipping and fulfilment needs efficiently and effectively.

• Cost savings: A 3PL can help you save money on shipping costs and other fulfilment expenses.

"Partnering with a 3PL is like having a trusted advisor on your side during the peak sales season. They can help you navigate the challenges of increased demand, complex logistics, and customer expectations, so you can focus on what you do best: selling your products,” Williams concludes.

Incorporating these tips and strategies will help you make the most of the impending peak sales season. Get in touch if you want to find out more!