Let's start with a key question:
With so many fashion e-shops, how do you make your own stand out from the rest?
One is the answer:
The best solution is to develop an effective digital marketing strategy.
━
Digital Marketing, if used properly, can increase your sales, improve your brand and make your products known to your target audience.
There are several Digital Marketing strategies that you can apply in your E-shop to increase sales and maximize profitability.
Here are some ways in which you can create a profitable fashion brand by leveraging the potential of digital marketing:
#1 Make Offers
Depending on the time of year, you could provide various incentives to your e-shop visitors. During e.g. During a festive season, you can develop an
e-mail marketing strategy with your existing customers and those who have given you their e-mail (attention to GDPR) informing them of discounts on various products.
For example, you can have a 10-day discount period where you can give a discount per product category and per day. Indicatively, on the first day there could be a discount on dresses, on the second day on shoes and so on.
| |
➵ FACT
In many e-shops the sales in the offer period were 2 to 3 times higher than those of the other months.
|
|
Before
Easter, you can organize an Easter egg hunt in your e-shop or place an Easter egg with a discount code on clothes suitable for the occasion.
Promote
Summer Discounts by
combining purchases e.g. simultaneously buy swimsuits and flip flops or offer a
gift in purchases over a certain amount. In addition, the gift you will offer could have your logo on it, so that your customer on the one hand will be happy because he received something for free, on the other hand every time he uses it he will remember and promote your business at the same time. You can also make a
discount on pairs, such as pants and shirts or
1 + 1 offers.
It is essential in these actions to have the
appropriate e-commerce platform that allows you to make the appropriate offers. This way you will not only promote your products to those registered in your database, but you will ask them to
share on social media, such as Facebook, Twitter, Instagram, etc.
| |
➵ ADVICE
To understand your customers' behavior about products and services, pay due attention to getting the right Feedback through tools such as Google Analytics, etc.
|
|
#2 Invest in Remarketing
Every time you visit an e-shop or see an ad, you do not buy the product right away. But the ad somehow keeps popping up, especially if you liked the product or found the campaign interesting.
This is
Remarketing. You can target this type of audience by displaying reminder ads to revisit the product they saw earlier.
If, for example, visitors do not return to your e-shop for a certain period of time, you can attract them by offering discounts. Also, some users while adding products to their shopping cart, later either do not return to the page or cancel the purchase. These visitors should also be re-attracted to your e-shop.
| |
➵ FACT
Research has shown that ROI (return on investment) in remarketing campaigns averages 400% and can even reach 650%.
|
|
#3 Create Style Guides
If your e-shop includes different types of clothing, you can create Style Guides in it. In this way your e-shop visitors can visualize different combinations of clothes-shoes-accessories and get an idea of how they are combined.
Style guides could be based on special occasions (wedding, party, christening) or seasons (spring, summer, fall, winter) or even on specific topics (work, travel, beach). You can have a special point in your e-shop dedicated to style guides as long as you are sure that you have given detailed descriptions of all the elements used in the guide.
#4 Collaborate with Influencers
To better target the market you are interested in, you need to work with
Influencers, such as fashion bloggers and vloggers who have a significant number of followers. Influencers with a large number of followers can really increase your sales by reviewing or recommending your products.
Collaborating with
influencers allows you to advertise your products to a different group of potential customers. If you choose the right influencer, you can drive new customers to your e-shop.
You can collaborate with them to create content around a specific campaign or just create great images with your product. Their influence can lead to increased sales of the products you have chosen to promote. Of course, it is better to have a guide with your marketing consultant on how you want to promote your products.
| |
Working with Influencers gives you two huge benefits:
➊ Create a new clientele and if you choose the right Influencer, then you will get content that he will create for you. Depending on the collaboration, you will be able to use this content in your e-shop as well.
➋ When you work with an Influencer, you can also run Facebook & Instagram ads with photos of them so that your products are noticed by the public. Prerequisite: Make sure you sign a partnership agreement before posting their pictures.
|
|
#5 Focus on Events throughout the year
People no longer buy gifts only e.g. for their loved ones' birthdays or for Christmas. There are many other occasions such as Mother's Day, Father's Day, graduations, anniversaries and so on. which usually buy gifts from the consumer public.
It is therefore a good idea to get products that are relevant to the specific circumstances that interest your audience. For example, you can promote clothes that fit couples for Valentine's Day, etc. This will convince your audience to shop all year round and boost loyalty to your e-shop.
#6 Create Gift Guides
Depending on the type of e-shop and your potential customer, you can create
Gift Guides for the above mentioned cases. Gift guides should be available in your e-shop, you should be able to send them by e-mail to your customers or promote them through social media, of course with pictures.
These gift guides can be a collection of products that you sell in your online store and are suitable for a specific occasion. For example "Mother's Day" if your e-shop sells women's clothes-shoes-accessories, you could create a collection of perfect gifts for mom. Create a special space in your e-shop with the list of products related to the specific occasion.
#7 Run Instagram Contests
You can run contests on
Instagram for your most popular products to increase both your brand recognition and the size of your community.
You can run a contest on Instagram every two weeks or every month. One thing to keep in mind is that appropriate hashtags (#) should be used to help users easily track the contest. Create a special hashtag just for each contest.
#8 Drive your audience on Instagram
Send a thank you e-mail to those who have given you their e-mail through their registration in your e-shop, and encourage them to follow you on Instagram for better information, new products, fashion tips, etc. λ. Encourage them not only to follow you, but also to "share" their photos with your brand, sharing them with a specific hashtag you have for this purpose. This way you can easily republish your customers' photos, creating brand loyalty.
#9 Increase Engagement
Another way to build brand loyalty is to interact constantly with your target audience. This helps your brand to be recognizable and creates a sense of community between your e-shop visitors and you.
The best way is to reach out to campaigns that interact with your audience. For example, you could do this by conducting contests on Facebook and Instagram that highlight common values between your business and your customers.
For example, when you create content for your e-shop, you can embed photos that your audience has shared on the e-shop blog or even on the home page (who would not want to see themselves in a e-shop he loves;), and you will potentially have a customer who will share this link with all his friends online.
#10 Invest in a Blog
Create a
Blog in your e-shop or if you already have, invest in it, constantly creating new content. You can always provide valuable information to your audience through a blog. Blog posts should be published regularly (if possible on the same day, at the same time) so that your readers know when to visit your blog.
The content should also be visually interesting and based on the lifestyle of each season. Blogs are used as a way to promote products, letting consumers know who you are by giving them tips.
#11 Wish your customers
Remember your customers' name day and if possible learn their birthday to build brand loyalty. You can send a greeting to their e-mail with a discount or gift voucher code, as long as the platform you use for your e-shop can support it. Customers love personalized information, which means you potentially take your relationship with them one step further out of the digital world. This will enhance the recognition and loyalty of your brand.
| |
Fedenet's Appwise platform has automated procedures for sending greeting cards for a celebration or birthday, with personalized e-mail or message (even in the nickname of the customer!)
|
|
#12 Keep track of your visitors' email addresses
Some prospective customers visiting your e-shop for the first time are not always ready to go shopping. Make sure you list their email addresses and preferences to send them an automated series of emails that slowly feed them new content (be careful to follow the terms of the
GDPR - General Data Protection Regulation).
You can also find out what kind of products they prefer depending on their clicks. So you push them to buy from you and depending on the information you receive you can automatically direct them where you want (necessary condition as we said the appropriate e-shop platform).
Finally, it is common for visitors to add products to their shopping cart and then forget about it or abandon it. You can send a reminder email to those who added items to their shopping cart but did not buy it, as well as at regular intervals (eg the next day, next week, and then maybe the following month, along with a discount code to encourage them to complete the purchase).
A prerequisite for sending an e-mail reminder to your e-shop visitors is that they should have an account on it, so make sure it is very easy for any user to create an account in your e-shop.
━
Digital Marketing is the most appropriate way to increase the recognition of your brand and consequently your sales. Although it is not necessary to use all twelve tactics that we have mentioned here, you will find that each one individually will increase the sales of your e-shop, and the recognition of your brand. So, the more you use, the stronger your brand presence will be.
At Fedenet we work with leading fashion companies in Greece. Indicatively you can see
our clientele
| |
Call us to discuss a package specially designed for your needs and we will do our best to provide you with the most suitable services.
⚲Laertou 22, Capital Trade Center, PC 55535, Thessaloniki ✉ nfo@fedenet.gr ☎ 2310.383.577 & 2310.906.323
|
|
