Post by nurnobisorker13 on Oct 28, 2024 10:41:00 GMT
Seasonality of sales on online platforms is a real headache for every owner of an online store. For this reason, entrepreneurs must analyze and take into account all the factors that affect demand. In this way, you can prepare for sales surges and drops, keep your business afloat during periods of calm, and even maximize profits. This article will consider the issue of seasonality of sales in an online store.
Contents hide
1) Reasons for seasonal fluctuations in sales
2) Types and factors of seasonality
3) Planning seasonal sales
3.1) Preparation
3.2) Entering the season
3.3) End of the season
4) Advice on seasonal fluctuations in IM
4.1) Continuous work with the target audience
4.2) Competitions with gifts
4.3) Wider range
4.4) Recruitment of personnel
4.5) Working with Marketing
4.6) Personnel training
5) Conclusion
Reasons for seasonal fluctuations in sales
It is usually quite easy to identify periods of seasonal sales instability. In this case, it is important to consider the following factors:
Holidays (New Year, Christmas, International Women's Day, etc.). January is the month with the most noticeable decline in demand for goods. This situation is due to the fact that from November to December many stores organize discount marathons. The same can be observed after May and other holidays.
Time of year. It is important to understand that the peak of vacations occurs during warm seasons (mostly in summer), so at this time the demand for many goods is minimal.
Geography and climate. Demand for goods also depends on the climatic conditions of the regions for which the goods are intended.
Features of the target audience. When bulk telegram blast choosing the assortment of the online store, it is important to focus on the needs of the target audience, its age and other features. For example, in the case of selling school uniforms, the peak of activity will be at the end of summer-beginning of autumn.
When conducting consumer behavior research, it is very important to pay attention to seasonality and try to get the maximum benefit from it. However, it is important to note that forecasts are only valid for known fluctuations, since, for example, in the case of a rainy summer, buyers will not pay attention to flip-flops and sandals, giving preference to umbrellas and raincoats.
Types and factors of seasonality
In some e-commerce areas, depending on the month, time of year and weather conditions, traffic, demand and sales change. Fluctuations in opposite directions can be both very serious and reach 100%, and less - about 10-40%.
Taking this difference into account, several types of seasonality can be distinguished:
Moderate. In this case, the financial position of the store practically does not change. For the most part, it concerns everyday goods - "all-season". The difference in demand during the year is no more than 10-20%.
Bright. This option demonstrates dependence on both the season and temperature changes. Sales activity can be long in warm regions and short in cold ones, or vice versa. For example, demand for bicycles and construction products, depending on the month, can vary within 30-40%;
Hard. We are talking about products that are relevant only during certain periods of time. This concerns holidays, calendar events, traditions, etc. Such products include: Christmas tree decorations, Easter cakes, Valentines, etc. The difference between the minimum and maximum demand values can reach 100%.
Increase your sales with Mokka
Planning seasonal sales
It is important for every online store owner to plan seasonal sales when assessing demand for products, because this is a guarantee of success. A well-established process reduces micro- and macroeconomic threats, reducing the sensitivity of the business to various impacts, including sharp sales surges, dumping by competitors, economic fluctuations, staff shortages, etc.
By understanding the specifics of market and target audience behavior, an entrepreneur is able to predict probable changes, developing appropriate strategies and satisfying customer needs.
In general, seasonal sales planning can be divided into several main steps. Let's look at them in more detail.
Preparation
The preparation process should begin at least 2-3 months before the increase in buyer activity. In this case, it is important to analyze product categories taking into account such parameters as: the number of products sold in the previous period, popular brands, models and types, the current price at purchase. After this, it is necessary to purchase the product in a volume that can satisfy the expected customer requests.
At the preparation stage, it is important to check the functionality of the online store. The site must be able to withstand high loads.
Entering the season
The next step is to work out the product range. In this case, it is important to review the catalog and edit it according to needs, update product cards, add descriptions, pictures or any other information. If you take last year's peak demand dates as a guide, you need to calculate the maximum allowable discounts and then send notifications to customers. Additional purchases of products are made based on the market reaction.
End of the season
At the end of the season, it is necessary to take into account the remaining stock and make every effort to sell it. In this case, discounts, sales and raffles would be a good solution. In some situations, it is better to break even by selling the goods at cost, since the excess volume of seasonal products remaining in the warehouse leads to losses.
If an entrepreneur does not adhere to planning, he takes on the following risks:
The remainder of a large number of items that may deteriorate, become obsolete, go out of fashion, etc. during periods of low customer activity.
Stock outs during high demand mean lost sales and profits.
Contents hide
1) Reasons for seasonal fluctuations in sales
2) Types and factors of seasonality
3) Planning seasonal sales
3.1) Preparation
3.2) Entering the season
3.3) End of the season
4) Advice on seasonal fluctuations in IM
4.1) Continuous work with the target audience
4.2) Competitions with gifts
4.3) Wider range
4.4) Recruitment of personnel
4.5) Working with Marketing
4.6) Personnel training
5) Conclusion
Reasons for seasonal fluctuations in sales
It is usually quite easy to identify periods of seasonal sales instability. In this case, it is important to consider the following factors:
Holidays (New Year, Christmas, International Women's Day, etc.). January is the month with the most noticeable decline in demand for goods. This situation is due to the fact that from November to December many stores organize discount marathons. The same can be observed after May and other holidays.
Time of year. It is important to understand that the peak of vacations occurs during warm seasons (mostly in summer), so at this time the demand for many goods is minimal.
Geography and climate. Demand for goods also depends on the climatic conditions of the regions for which the goods are intended.
Features of the target audience. When bulk telegram blast choosing the assortment of the online store, it is important to focus on the needs of the target audience, its age and other features. For example, in the case of selling school uniforms, the peak of activity will be at the end of summer-beginning of autumn.
When conducting consumer behavior research, it is very important to pay attention to seasonality and try to get the maximum benefit from it. However, it is important to note that forecasts are only valid for known fluctuations, since, for example, in the case of a rainy summer, buyers will not pay attention to flip-flops and sandals, giving preference to umbrellas and raincoats.
Types and factors of seasonality
In some e-commerce areas, depending on the month, time of year and weather conditions, traffic, demand and sales change. Fluctuations in opposite directions can be both very serious and reach 100%, and less - about 10-40%.
Taking this difference into account, several types of seasonality can be distinguished:
Moderate. In this case, the financial position of the store practically does not change. For the most part, it concerns everyday goods - "all-season". The difference in demand during the year is no more than 10-20%.
Bright. This option demonstrates dependence on both the season and temperature changes. Sales activity can be long in warm regions and short in cold ones, or vice versa. For example, demand for bicycles and construction products, depending on the month, can vary within 30-40%;
Hard. We are talking about products that are relevant only during certain periods of time. This concerns holidays, calendar events, traditions, etc. Such products include: Christmas tree decorations, Easter cakes, Valentines, etc. The difference between the minimum and maximum demand values can reach 100%.
Increase your sales with Mokka
Planning seasonal sales
It is important for every online store owner to plan seasonal sales when assessing demand for products, because this is a guarantee of success. A well-established process reduces micro- and macroeconomic threats, reducing the sensitivity of the business to various impacts, including sharp sales surges, dumping by competitors, economic fluctuations, staff shortages, etc.
By understanding the specifics of market and target audience behavior, an entrepreneur is able to predict probable changes, developing appropriate strategies and satisfying customer needs.
In general, seasonal sales planning can be divided into several main steps. Let's look at them in more detail.
Preparation
The preparation process should begin at least 2-3 months before the increase in buyer activity. In this case, it is important to analyze product categories taking into account such parameters as: the number of products sold in the previous period, popular brands, models and types, the current price at purchase. After this, it is necessary to purchase the product in a volume that can satisfy the expected customer requests.
At the preparation stage, it is important to check the functionality of the online store. The site must be able to withstand high loads.
Entering the season
The next step is to work out the product range. In this case, it is important to review the catalog and edit it according to needs, update product cards, add descriptions, pictures or any other information. If you take last year's peak demand dates as a guide, you need to calculate the maximum allowable discounts and then send notifications to customers. Additional purchases of products are made based on the market reaction.
End of the season
At the end of the season, it is necessary to take into account the remaining stock and make every effort to sell it. In this case, discounts, sales and raffles would be a good solution. In some situations, it is better to break even by selling the goods at cost, since the excess volume of seasonal products remaining in the warehouse leads to losses.
If an entrepreneur does not adhere to planning, he takes on the following risks:
The remainder of a large number of items that may deteriorate, become obsolete, go out of fashion, etc. during periods of low customer activity.
Stock outs during high demand mean lost sales and profits.