With heavy discounting driving a lot of your Q1 sales it is likely that a lot of the shoppes you are attracting and going to be one-off and discount-driven. This means the tactics outlined above, while helping to get you through one of the bleaker times of the year, will fail to deliver long-term value to your business.
Loyalty reward scheme
Being discount lead, doesn’t just pose a problem, but also an opportunity. Knowing what drives a customer is half of the battle- encourage loyalty from these otherwise fickle shoppers by rewarding repeat business. In fact, offering points in exchange for purchases made has been shown to increase a shopper’s annual visit by up to 20%.
Estée Lauder offer loyalty program members a discount, as well as the chance to accumulate points. This encourages repeat purchases.
Keep in contact
One of the most valuable things you can do with a fleeting visit to your store is use it to gather the contact details of prospects that would otherwise be lost forever. This allows for continued, timely and relevant marketing communication, as previously discussed.
Being discount lead, doesn’t just pose a problem, but also an opportunity.
Pop-ups are a great way to encourage visitors to leave those precious email addresses, attracting attention without taking the customer away from he page or item they were looking at. To ensure someone doesn’t go without giving their contact details, set your pop-ups to trigger as the user is leaving the store and offer one of the following;
- Newsletter subscription
- The chance to sending themselves the content of their basket to their email address
Taft have opted for the discount option, offering 10% off purchases.
One of the most valuable things you can do with a fleeting visit is use it to gather the contact details of prospects that would otherwise be lost forever.