If you want to boost your sales over a short period, you can organize a private sale. In addition to delighting your loyal customers, it’s an excellent way to energize your brand image.
For the duration of a premium event, your buyers take on VIP status, which is particularly flattering. They can then become ambassadors of your brand and attract new customers.
Here’s what you need to know to organize private sales.
When to organize private sales?
Private sales are less regulated than official sales, which is a clear advantage for organizing them without too many constraints. You can make your customer a true VIP by holding a private sale outside the store’s official opening hours, for example. Offer to open at new time slots just for your loyal buyers.
You must set the event date according to the main sales period but also based on competitors who might have the same idea as you.
It’s recommended to organize a private sale shortly before the official sales period or when you have a large stock in store. You can also prepare such an event when you want to run a clearance operation.
Promote your event
A private sale is a commercial event that rewards your loyal buyers. It’s essential to have a segmented customer database to distinguish between casual prospects and VIP customers and to run a well-targeted private sale.
You will need to select those who have a loyalty card and your biggest purchasers.
You can send your invitations by post if you want to emphasize the premium side of the event, but emailing is more commonly used.
Remember to personalize your email content and to offer a catchy subject line to show your customer that they are special. Don’t hesitate to send a text message or an email reminder to remind your buyers of the event date the day before or on the day itself.
You can create a sense of urgency in your customer by including an hours countdown in your email to take advantage of the great deals! This can significantly increase your chances of encouraging buyers to attend the event.
Design your private sale
Now is the time to change the look of your store for the duration of the private sale by, for example, offering new decorations. Or why not rent an exceptional venue to emphasize the VIP nature of the event? If you are planning a major clearance, renting a warehouse can also be an interesting solution.
Take special care of your loyal buyers by offering them a cocktail, canapés or giveaways for example. You can also organize workshops related to your products or services. These little touches will be much appreciated and require very little budget.
If you have a large budget to invest, you can even hire a DJ and give a festive vibe to your private sale.
Also consider tagging your products before the event in the same way you would for sales. However, you can offer different tagging by clearly indicating that the prices correspond to a private sale and not to regular sales. Make sure your shop is well stocked to offer a wide selection and increase your chances of selling.
If you pamper your VIP customer, they will be more inclined to buy and to attend your future events.
Analyze customer feedback
It is essential to measure the benefits of your private sale. Are your efforts rewarded by strong sales and good customer feedback?
Calculate the average order value, the number of customers and guests before thinking about renewing the experience. You will also need to deduct the investments made to organize such an event:
- Communication costs
- Budget allocated to host customers (cocktail reception, freebies, ... )
- Rental cost for a potential alternative venue
You will then be able to measure the benefits of the private sale. This will give you a comparison point if you decide to organize other commercial events. You can then make changes to the event organization if necessary.
Conclusion
Organize exceptional private sales in honor of your VIP customers; they will become ambassadors for your brand and won’t hesitate to talk about it to others. In addition, these events help boost your sales and renew the customer experience.
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