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12 min read
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Sales season is upon us, consumers have their say on what makes a good deal

Emily Corke
Emily Corke
Senior Content Marketing Manager
Sales season is upon us, consumers have their say on what makes a good deal
Sales season is upon us, consumers have their say on what makes a good deal

What makes a good deal these days? When operating in an incredibly saturated market, ahead of the major sales seasons, this is an important question most retailers will be grappling with. With so much choice and information at our consumers fingers, what really makes them choose one ‘deal’ over another?

We asked this question and more to over 2000 British adults in our recent research and the results are clear: Brits plan to spend less this Christmas and sale scepticism rife. It signals a challenging sales period for retailers, with over two fifths (42%) saying they plan to spend less on Christmas this year.

With that in mind, what are they willing to spend on? More importantly, how will you ensure they spend that cash with you? Let’s take a deeper dive into the results and areas where you can tighten up your ecommerce strategy to be the chosen one this Golden Quarter.

What influences that checkout click?

Price is ranked as the most influential factor when choosing whether to buy a product or not, with 34% of respondents ranking this first. Quality is a close second, also ranked in the top three by 80%, but with 31% ranking it first.

What makes a good deal? Consumers have their say

What now?

Before you think about waging a price war with your competitors, sale scepticism is also high. 73% of consumers believe retailers bump up original prices to make discounted prices look more appealing with 27% saying they strongly agreed.

Transparency is key. The golden quarter will see consumers plan to browse or buy only from the brands they know and trust (48%). Other than showcasing the original price next to the sale price or promotional offers, there are other ways to showcase credibility.

Make your pricing structure and payment options visible and clear. Make sure your pricing includes any additional costs or make it clear that the shopper might incur additional costs. Payment options should be front and centre with clear information as to what will happen if they are redirected to these payment options. The same goes for any returns or refunds on your website.

Ensuring your product descriptions are accurate and clear is another way to drive transparency and build trust between you and the customer. Don’t forget to include comprehensive shipping information for your products including extra costs up front.

People buy from people. Consumers will look for social proof when buying something, even at 10% off. Consider adding social proof from other buyers on your product page, clear for all to see.

Most buyers are attracted to buying something that's popular. In the physical store, it’s always obvious what is the most popular product either by store placement or just the amount of people in-store. In your ecommerce site, you could highlight the products that are customer favourites and add reviews alongside them.

Don’t be shy. If your product has won a recognisable award, been featured in a reputable publication, or been reviewed by a well-known influencer, make this known.

Transparency in your product development and shipping methods will also go a long way to capturing buyers looking for an ethical brand. While ranked bottom, the ethical socially conscious consumer is taking on retailers and brands more and more, calling them out when they don’t meet ethical standards. Make these clear in your product descriptions.

Create a quality experience from browsing to checkout

Quality and service are ranked second on the list of what will make hesitant buyers’ part with their cash in a sale. That starts with their experience on your website. Connecting with your customers online will be key to winning sales over in-store shopping and online giants like Amazon during this quarter.  

One way to do this is to bring the in-store experience online. Customers expect the same help and shopping experience online as they were used to in-store. In fact, they expect more from your virtual shop front than your bricks and mortar. An online store alone isn’t going to cut it – they want to engage with your brand as they would with a sales assistant.

You can download this free guide to for a more in depth look at how you can do that but here are a few starting tips:

Embracing onsite technology to give you the helping hand. Tools like our Digital Assistant can help guide your buyers to the most relevant product, feed them the relevant promotional code or product recommendations, ensuring they stay on your site.

Make your website navigation easy to use and intuitive with personalisation. You may even have more of an opportunity to drive greater personalisation through your online experience than instore. Make good use of that.

Some onsite third-party tools and email remarketing tools are connected, giving you the opportunity to further personalise content for the customer throughout the journey. In this scenario, the customer views products that interest them and onsite technology logs that interaction regardless of what device they used.

Product descriptions, imagery and information must be flawless so that you can spark inspiration for the sales scouter. Make your call-to-action clear right at the point of inspiration so that you can win that sale.

There are tons more tips in our free guide.

Start now as planning is already underway

While it might seem impossible as you plan for Christmas with Black Friday not yet over, you need to start boosting your online strategy today. Christmas spend planning is underway with 48% stating they are already planning their Christmas spend. Women are more likely to be planning (56%) compared to men (40%) and in the age groups, millennials (63%) are most likely to be planning already.

Partnering with the right technology vendors in these times can be the step up you need to get the planning started. Implementing the Digital Assistant for example is easy to. It’s not too late to arm your website with onsite technology and drive better customer experience, conversion rates, AOV and revenues.

Our talented, driven creative team can deliver the Digital Assistant before Black Friday. All we need is a few minutes of your time.

Book a demo today to learn more.

Request a demo today