As every year around these dates, the sales season in thousands of stores throughout Spain. Despite the fact that traditionally the discounts used to start on July 1, more and more establishments are coming before the official period. From the point of view of businesses, this moment is an exceptional opportunity to gain new customer loyalty. However, in a context in which most stores offer discounts, price is not the only variable that consumers value when making their purchases online. That’s why, packlinkplatform in logistics solutions, analyzes which are The main keys that e-commerce must take into account to attract customers in this season of sales.
- Free shipping. Increasingly, consumers expect that their purchases online will not entail extra spending, especially at a time of the year when finding the desired product in a physical store can be complicated due to the lack of stock caused by discounts. In addition, according to a recent survey carried out by Packlink, 56% of Spaniards indicate that high shipping costs are the main reason why they would stop consuming a brand, ahead of having received a damaged package (46.6% ) or that the company lost its shipment (37.2%).
- Simple and free return policies. While some brands are beginning to charge for online returns, 76% of Spaniards consider that this service should be free. In addition, having a simple returns process can be a differentiating factor in attracting consumers to the desired establishment, especially when it is a competitive sector or an emerging brand.
- Competitive prices. Despite the fact that most stores usually join the sales season and, therefore, products reduce their prices, consumers increasingly notice that discounts are not as attractive as in the past, when the economic situation was more favorable. Precisely in this context, Spaniards value even more being able to purchase their desired products at an affordable price. In fact, the Spanish position price (62%) as the most important factor when it comes to building loyalty with a brand, even above the quality of the product (55%).
- Points of sale in marketplaces. Especially for those e-commerce that want to make themselves known and reach a broader group of customers, positioning their products in the main marketplaces manages to provide greater visibility to the brand. In fact, these platforms are the favorites for consumers to make their purchases, since 58% of Spaniards prefer to make their purchases through this model instead of on the brand’s own website (25%).
- Assess customer needs. Sometimes sellers are not able to predict what their consumers’ priorities are. For example, a Packlink survey reveals that, while consumers prioritize the price of the product, sellers believe that the most important thing for them is the quality of the product (73%). Therefore, to attract and retain customers, as well as to optimize sales, it is important to take their needs into account as far in advance as possible.
«The times of great discounts are increasingly recurrent in the current market. Therefore, in order to differentiate themselves and take advantage of these times of the year, e-commerce must explore which techniques are most demanded by their consumers. Aligning with consumer behavior and expectations is crucial in order to increase sales.” points Noelia Lázaro, Packlink Marketing Director.