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When small businesses are looking to move their sales figures, one of the most common approaches is offering different types of discounts. But, how do you guarantee that your discount pricing strategy will benefit your business rather than hurt it? For that, you need to set firm objectives and know the different approaches you can take to reach them.
This article will tell you how to devise effective eCommerce discount strategy, set the right goals, and the best ways to measure your success—leading to both responsible discounts and profitable sales.
Setting discounts on your pricing is a strategy that can drive more sales volume to your business, bring in new customers, and offer several other advantages. Here is a look at the top ones:
One of the advantages of offering discounts is that they make your customers feel good. When people receive a coupon or savings offer, they become happier and more relaxed. It could be beneficial in the long run if these positive feelings can be associated with your brand.
Discounts make it less likely for people to compare your products with other brands. This is because discounts, limited period offers, and other such schemes encourage instant purchases. This can help new customers choose your products over your competitors, giving you a foot in the door.
Before you pick a discount strategy, make sure you have a primary goal. Your goal will determine the type of discount you offer, how you’ll market it, and which customers you should aim to reach. Here are some of the goals you can strive for:
You’re offering discount pricing because you want new customers to be interested in your products or services. With a discount, they can try what you provide with lower risk on their part. Plus, if the discount is a limited-time offer, new customers will have a reason to try your products and services now, rather than later.
Your goal is to sell more units of your product or service, regardless of how many customers buy. This could mean going for volume sales, bundling products with each other, and having customers buy as many items as possible before they check out.
Unlike acquiring new customers, getting repeat buyers requires a different mindset. You’re using the discount to encourage brand loyalty rather than enticing people to try your products. This discount is usually delivered via a loyalty program for current customers—and it works.
Sometimes, you need to run an eCommerce discount strategy just to clear your old inventory. Perhaps you need to make room for new products, update a product line, or focus on better-performing products.
Once you’ve picked a goal for your sale or discount, choose the different types of prices that work best with it. Below are some common approaches to discounting.
For this discount, rather than lowering the selling price of one product or service, you reduce the cost of a group of items bought together.
These bundles are different varieties of the same product type—such as shampoo and conditioner—but are cheaper bought together than when bought individually. Customers can then try different scents of the same product to find the one they like best, or they could change up the perfumes they use daily.
However, when planning bundled discounts, you need to study which products will be bundled together carefully. If the products don’t seem relevant to each other, customers might see the bundle as a betrayal.
To implement a bundled discount, look at the items that your customers tend to buy together. Consider also the problem that your most substantial selling bundled product is trying to solve. What other items in your inventory are solving similar problems?
You can also offer a small discount for people who can pay for the products and services in advance, perhaps months or weeks before they are shipped or received.
This discount pricing strategy can help build cash flow since customers are encouraged to pay earlier. This means that you can use their advanced payments to purchase additional inventory, buy supplies in bulk (probably at a discount), or make other investments. However, prepayments don’t work with all types of businesses. Only products or services that need recurring payments can benefit from this.
Physical products can also take advantage of prepayment discounts if they do recurring billing. Ipsy, a retailer that sells subscription boxes of beauty products, gives customers one of their monthly boxes for free if they pay a year in advance.
If your business model can work with prepayments, find out if you can offer discount pricing. Can your target customers afford to pay a more significant amount, most likely via credit card? Do they make advance payments for other similar products or services?
When you offer a volume discount, your customers end up paying less per item as long as they buy a more considerable amount of that item. Because you’re enticing customers to buy more units per order, volume discounts are a good option if you’re looking to clear inventory or increase the average value per order.
Among the different types of discount offers, providing free shipping stands out. It has been observed that the possibility of cracking a sale increases four to five times by offering free shipping. Free shipping can also lessen your cart abandonment rates. Statista data shows high shipping costs are the top reason why shoppers abandon their online carts.
However, by inculcating this eCommerce discount strategy, businesses require bearing the packaging and delivery costs. Not charging for shipping can hurt your business if you’re working with low margins or if shipping costs aren’t factored into your product prices.
To make sure that free shipping pays off, you can have free shipping available when an order reaches a certain amount.
Your eCommerce discount strategy must also include offering coupons. Customers look forward to using discount coupons while making online purchases. As per a survey, 86% of shoppers are likely to purchase a new product or try a new brand if they get a discount coupon. 39% of online shoppers are reportedly much more likely to do so.
Now comes the hard part: making sure that the type of discount you pick lines up with your business goals. Make sure that you’re growing rather than losing income from the different types of prices you have set as a part of your discount strategy.
Compute if your discount pricing will still allow you to profit from each sale and how much that profit will be. Here’s how you can keep your margins intact:
While you need to promote your discount, make sure you don’t overspend. Doing so will cut in on your margins, and you won’t realize how much until the discount is over. Focus on marketing your discount to leads you are already in contact with, such as email subscribers, existing customers, and social media followers.
Apart from the discounted items, make sure to sell relevant non-discounted items to these buyers as well. Even if you can’t increase your margins from discounted items, you can improve your profit per transaction.
When new customers buy from your business for the first time, do everything you can to convert them to become repeat customers. This will increase the lifetime value of each customer, thus increasing your sales.
It’s such a waste when shoppers don’t push through with the transaction at the last minute. Before you offer your discount, make sure that you’ve optimized your customers’ online shopping experience so that abandonment rates are low. One way to do this is to send a reminder email a few hours or a day after a customer abandons their cart.
For discounting to pay off, you need to incorporate an effective discount pricing strategy. By knowing your goals and matching them with the right type of pricing discount, you can avoid the common challenges that come with discounting and instead bring in more sales and revenue.
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