Promotions are a powerful lever to boost online sales, especially when used strategically. In a country where more than two-thirds of French people regularly shop online, it is essential for e-merchants to leverage promotional events to maximize their impact.
Well planned, these discount campaigns not only increase conversions, they also strengthen the customer relationship and build long-term loyalty.
So, when and how should you use these promotions to trigger sales and increase your revenue?
Run promotions during sales and calendar events
Classic promotional periods like winter and summer sales or major commercial events such as French Days and CyberWeek are unmissable for consumers.
Indeed, during Cyber Monday 2023, 73 million internet users made online purchases, while Black Friday generated $9.8 billion online.
However, beyond their mere existence, the effectiveness of these moments largely depends on your ability to anticipate. Consider communicating with your customers several weeks in advance through teaser campaigns, countdowns, or previews.
Another idea: organise exclusive pre-sales for your newsletter subscribers or your VIP customers. This gives them a sense of exclusivity while strengthening their loyalty to your brand.
Promotions based on the customer lifecycle: onboarding and retention
Never underestimate the impact of promotions based on the customer lifecycle! From the moment of sign-up, offer an exclusive deal to capture their attention, like La Redoute does with a 20% discount on the first purchase:
This simple action can quickly boost conversions.
Also, to retain your customers, focus on newsletters personalized according to their shopping habits. Finally, think about birthday promotions! By sending a personalized offer on that occasion, you encourage your customers to choose your brand to treat themselves. Result: a stronger customer relationship and optimized sales.
Run promotions to recover abandoned carts
70% of online carts are abandoned before the purchase is completed. This figure, which may seem alarming, represents an opportunity for e-merchants. Indeed, recovering abandoned carts is a powerful lever to convert and retain visitors.
So you can schedule an initial reminder email, without any particular incentive, to bring the customer back to your site. If they still don't complete their purchase, that's when a targeted promotion comes into play: a discount on the total amount or free shipping. In addition to encouraging conversion, this offer can prompt the online shopper to add a few extra items to their cart.
Surprise promotions and flash deals to create urgency
What better way to encourage a purchase than the element of surprise? Surprise promotions, sent without notice by email or via push notifications, are excellent ways to capture consumers' attention and generate impulse buys. The immediate and unexpected effect often triggers a sense of scarcity and urgency.
Another idea is to reserve these offers for specific customer groups. This kind of “private flash sale” helps create a feeling of belonging that strengthens loyalty. Don't forget to use visible countdown timers on your site to heighten that sense of urgency.
Promotions based on product seasonality
When should you run promotions to trigger sales? According to the seasonality of the products! Discounts on sports equipment before summer or on warm clothing as autumn approaches are concrete examples. These periods are naturally conducive to buying because consumers are starting their decision-making phase. Offering a discount or bonus gifts encourages them to shorten their purchase cycle.
But don't stop there. Also think about end-of-cycle products. As a new season approaches, some categories of items may lose popularity. By anticipating and offering specific seasonal promotions, you avoid ending up with unsold stock.
Our final tip for running promotions at the right time
Promotions are a valuable lever to stimulate sales, but their success depends on strategic use. Whether it's classic sales, surprise offers, or targeted promotions, every discount should be launched at the right moment to maximize its effectiveness.
Transparency is the watchword: justify your offers, whether for holidays, restocking, or a product launch. Without that, your customers might think you're clearing out unsold items. Also watch the balance: discounts that are too frequent can devalue your products. A subtle approach strengthens your brand image while boosting your sales.
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