In this article, we will tell you how to cope with the workload on the sales department, plan marketing activities and extract maximum benefit from the pre-holiday bustle.
Analyze sales statistics from previous years
Conduct ABC/XYZ analysis of products
Prepare trigger mailings
Set up automatic distribution of dialogs and access rights
Connect a loyalty program
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Analyze sales statistics from previous years
When preparing for a sale, you need to collect ivory coast phone numbers as much data as possible about how high sales seasons have gone in the ecom market, in your industry, and in your store in particular in previous years.
Sales increase during the high season, so this information will help you plan the volume of deliveries and understand how many resources will be needed. You may have to involve additional employees, such as couriers.
If you are holding a pre-holiday sale for the first time, you can analyze open sources. This will allow you to assess the market situation and assume what volume of orders your store may have.
Most information can be found in open sources. For example, in reports and market research. They can be found in specialized media or on news resources. For example, Rambler&Co publishes consumer behavior research every year. From such materials, you can find out, for example, where customers learn about sales and invest in those promotion channels that will attract more buyers.
All this data will allow you to predict how your potential customers will behave during sales.
36% of consumers know about sales in advance because they focus on dates — Rambler&Co
Ostin attracts customers to the online store with closed sales: discounts up to 50% are available only when ordering in the online store or on the website
Ostin attracts customers to the online store with closed sales: discounts up to 50% are available only when ordering in the online store or on the website
If you have already held sales before the holidays, you can focus on the analytics of previous years - for example, see what sold best in your store and in what quantities.
In any case, during the sales period, demand increases significantly, so the volume of goods should be increased by at least 1.5 times.
Study customer analytics. It will show how many new and returning customers your store has served. This will allow you to predict how many orders you will need to process for the upcoming sale.
Review customer analytics. This will show how many new and returning customers your store has served. This will help you predict how many orders you will need to process for the upcoming sale.
It would be a good idea to study the data for the last few months. This will help you assess the company's growth compared to last year. Together, the data on the last sale and the current state of the business will allow you to think through the logic of communicating with clients in order to reduce the number of refusals and quickly process orders.
For example, last year, during the New Year sales, 300 new clients came. Analytics showed that 90 people of them refused their order. In recent months, there have been fewer refusals on average, but the increase in clients continues and, probably, there will be even more during the pre-holiday period.
To prevent the percentage of order cancellations from growing, study the reasons why orders do not reach completion. Managers are likely unable to cope with the flow of customers or are unable to keep buyers in correspondence. Then you can develop new scripts for the sales department that will not allow them to abandon correspondence and will bring the order to payment.
Working examples of scripts for different scenarios
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Conduct ABC/XYZ analysis of products
Once you have outlined a sales plan using analytics and understood how you will cope with the load during peak periods, you need to think about what exactly you will sell.
Pre-holiday sales are a great opportunity to clear the warehouse of leftover goods and do it with benefit for the business. On the other hand, even if you invest all the budgets in promoting goods that are not interesting to the buyer, they will not become more popular.
To find out where you need to focus more when planning your marketing activities, conduct an ABC/XYZ analysis. This will allow you to look at your store's product range from the perspective of profitability and demand and understand how to organize your purchases in anticipation of the holidays.
How to conduct ABC/XYZ analysis and what the results mean, read in our blog
RetailCRM has a widget that shows which products are in a particular category according to the ABC/XYZ system
RetailCRM has a widget that shows which products are in a particular category according to the ABC/XYZ system
It is important to understand how to correctly interpret the results of such an analysis. For example, in your skincare store, the AX category — regular, high-value products — includes shampoos and creams. Customers buy them once every few months, and certain products from different lines are in demand. This means that you need to buy more of these products before the sale. You also need to prepare for an increase in demand for seasonal products.
At the same time, do not ignore products from other categories. For example, if irregular products like accessories — hairbands, washcloths, facial massage devices — are in low demand, try offering them as related products at a discount or for additional bonuses. This approach will not only increase the average bill, but also show the customer that you care about them and are ready to offer more than they need.
This is how they work with upselling in the KOLESATYT store of tires and wheels for cars and trucks:
KOLESATYT case: "On 11.11 we were the only ones who didn't go down on Yandex.Market marketplace"
"Bolts and valves are useful things that you probably wouldn't think about. A set of disks costs 20 thousand, and we offer a bunch of useful little things for another thousand. They are added to the cart automatically, and 60% of customers are happy with this" - Oleg Paraschenko, eCommerce Director of KOLESATYT
Read on the RetailCRM blog
How to choose a CRM solution for business: case study of Re-Size studio Online sales during November sales can grow by 20% Black Friday: 10 tips on how not to burn out on the discount holiday What is ROI and how to calculate it in RetailCRMPrepare trigger mailings
During the holiday sales period, sales staff must process many more orders than usual. At such moments, speed is especially important. You need to quickly respond to a customer’s message, place an order, assemble it, and send it for delivery — all in time for the holiday. At the same time, routine tasks such as notifying customers about changes in the order status, sending payment links, and collecting feedback can take a lot of time if the manager does it all manually. In addition, in the holiday rush, it’s easy to make a mistake or even forget that you need to inform the customer about something.