Summer: Time for Vacation and Digital Change!

All online store owners know that the hottest season is typically not very strong in terms of sales. Nice sunny weather invites people to spend more time outside and as a result, customers tend to shop in physical stores. The attractive promise of a quick purchase and a delivery service that brings the product to the door is not relevant to consumers. Within a few months, the advantages of online ordering turn into its disadvantages and digital businesses need to be flexible. 

For more sales

Nevertheless, there are steps we can take to prevent excessive losses. Analyze the products in your store and assess which ones are suitable for the summer season. Keep in mind that your competitors will most likely do the same—try to present seasonal items in an original campaign that clearly highlights their qualities. Think about summer discounts, but remember that in recent years consumers have become particularly sensitive regarding the real value of offered promotions. This loss of trust is primarily due to unethical practices during the Christmas holidays, so make sure your offers are tangible and genuine.

Products that enjoy higher demand in summer include: sunscreen cosmetics, sunglasses, seasonal clothing, seasonal footwear, beach and camping gear, construction materials, cooling appliances, dietary supplements that boost metabolism, fitness equipment, and many others. In some cases, the summer months can even turn out to be your allies—recent data indicates that online shopping marks an increase just before the onset of the heaviest heatwaves, as people look for ways to be fully prepared for the upcoming high temperatures. During the heatwave itself, however, consumption suffers an extremely serious drop—plan your company schedule carefully and monitor the forecast. The idea of "Prepare for Autumn" type campaigns is not new, but it is proven to be effective, especially when it comes to notebooks, abacuses, textbooks, and other school supplies. Think of a way for your offer to stand out: an original ad, an earlier launch date, or significantly reduced prices—you need to offer something different to the audience.

Digital transformation

On the other hand, you can use the period of low consumer interest for analysis and a potential shift in your business's online presence. You can opt for minor changes, such as new banners for your website and Facebook page, changing the color, shape, and call-to-action of the CTA button, optimizing the user journey, or regrouping products into specific series, collections, or new packaging designs. If you feel bolder and believe it is the right direction, you can invest in a brand-new website, a different visual concept, and a new slogan. Keep in mind, however, that any major change must be accompanied by a proper, diligent marketing information campaign that clearly communicates the improvements made to customers. Be warned that not all consumers will be pleased with such an approach—it is proven that people do not like abrupt changes. Make sure the web transformation is functional, visually simple, and, above all, oriented toward the needs of the audience.

Social media

Although most consumers prefer not to shop online during the summer, the same does not apply to their presence on social networks. For better or worse, the time we spend in the digital space increases by almost 20% and for you, this is an opportunity to start a conversation with prospective, current and hesitant customers. Orient your content to topics related to summer, use popular hashtags such as #summertravel, pay attention to all visuals, banners, video materials and their messages to have a positive and seasonal charge. Bet on brighter colors and publications with a sense of humor "meme" type - now consumers are on vacation and prefer not to think about serious issues. Use every opportunity for communication and respond regularly to comments and inquiries. The main goal should not be to increase sales, but to strengthen the presence and recognition of your brand. Do not miss the chance to create a stable brand-consumer relationship: this strategy will certainly yield financial results when autumn arrives.

Embrace the summer season as a period of challenges and opportunities that can make your business even more successful. And last but not least: hot days are a time for relaxation – enjoy a relaxing vacation and leave the digital side of things to the professionals at SFC!