[Webinar Recording] How to Use Summer Low Season to Get Ready for the Fall Shopping Madness?

Last week, Douglas Patfield, our Global Client Services Manager, held a webinar on making the most of summer low season time and preparing for the fall. Here are three take-aways you can implement into your online store strategy straight away! If you want to learn more from Doug, scroll down to the webinar recording.  

1. The More Information, the Better Communication  

All collected information on your customers can help in segmenting them into groups of shared characteristics. This allows you create highly personalized messages that will convert more subscribers than generic content. For instance, besides targeting your potential customers with recommendations of already-viewed products you can anticipate their next move and suggest items before they even think about it.  

If you know that a segment of people repeats their purchases with certain frequency, recommend them products before they search for them online. Make the first move! Remember to personalize the product recommendations based on the choices they made a few days, weeks or months ago. They may even stop searching and comparing different products and decide to buy the one you proposed them!  

2. Keep Product-Related Content Fresh 

Boosting your customers engagement through content can help you increase sales. Make your content unique and avoid only showing your bestsellers. Analyze your customer likes and purchases to present the most popular products but also surprise them with items they haven’t seen yet.  

Another way to make your content fresh is to highlight the connection between your product and its use. It’s a way to build a community around the activities that your product supports. For example, one of our sport eStore clients came up with a newsletter fitness challenge. This action engages more subscribers in reading the content, as well as can help build a community of people who put a specific product to its use. Think whether there is a challenge that you can start with your brand.   

3. Start Using Single Customer Profile  

Collect various information on your customers such as web, mobile and both offline and online purchase data. A broad perspective on your clients’ behaviors can help you in making your content as personalized and relevant as possible. Why is it so crucial to keep all information on a customer in one place? 

Let’s say that a buyer searches for an item online but decides to go to your brick-and-mortar store and purchases the product there. If you focus only on your online data and miss the offline, you will probably send them a recommendation of the already-bought product! That’s why it’s best to create a single customer profile where you can collect all the data necessary to make the personalized content on-point.  

The above are only three examples. During our webinar, Douglas Patfield gave more of them, including: 

  • Improving user-friendliness of your sales process 
  • Clearing out old inventory and making room for the new 
  • Collecting customer testimonials and trust signals 
  • Getting your staff up to speed 

Fill in the form now to get the full recording of the webinar!  

Written by
Jarek Wasielewski
Digital Content Specialist at ExpertSender
After work: local historian. Double bass enthusiast.
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