Sales promotions are also proving to be an effective tool in the e-commerce sector, where they help encourage customers to make purchases from a particular online shop. How can initiatives based on this strategy work in the context of e-commerce? Do similar principles apply here as in the case of direct or brick-and-mortar sales?

Forms of sales promotion in online shops

In the case of online shops, it is generally possible to implement similar sales promotion strategies to those used in traditional retail. Of course, they will differ slightly, but they should yield equally tangible benefits. The most commonly used techniques include:

• price reductions – interestingly, the size of the discount is not always the deciding factor; for many online shoppers, simply being aware of a promotional price is enough to encourage them to buy,
• free delivery – a promotion that helps overcome a significant barrier faced by customers, who are put off by having to pay for delivery when they would not have to do so in a high-street shop; setting a minimum spend threshold for free delivery may further encourage customers to make larger purchases,
• the second item is cheaper or free – everyone likes getting something for free or at a much lower price; it’s worth making the most of this principle and introducing a promotion offering a discount on the second and subsequent items in the basket (whilst making it clear that the delivery charge remains the same or is free) or by adding attractive items completely free of charge, for example as part of a „buy one, get one free” promotion,
• enclosing samples of goods – a great way to boost sales in online beauty shops or perfume shops, where samples of cosmetics or fragrances are added to every purchase – interest increases when customers can choose their own free gift,
• gift sets – a sales promotion that works particularly well as a one-off initiative, such as at Christmas, Valentine’s Day or Halloween – which is becoming increasingly popular in Poland – offering products in special sets or in unique packaging can help to boost interest during these periods.

Sales promotion to mark the launch of a new product range

Introducing new products – that is, adding further items to an online shop’s range – will be much easier if sales promotion techniques are used. By applying the methods listed above and planning every element of the chosen strategy, you can quickly attract customers’ interest in new products and, in addition, boost sales within a relatively short time.

Taking on sales promotion Doing it on your own isn’t always effective. If managed incorrectly, it won’t lead to an increase in consumer demand, and even the most spectacular promotional techniques may simply fail to deliver. Therefore, if you already run your own online shop and want to focus on achieving a specific sales target, make use of the sales promotion services provided by i360.