A warning to e-commerce businesses! 7 elements to consider in marketing and sales

The discount shopping season, which begins with Singles' Day on November 11, will continue with Black Friday on November 29. There are millions of e-commerce customers looking to take advantage of discounts and campaigns throughout this month. There are some important points and rules that companies must consider to increase their turnover by taking advantage of these opportunities.

THINK GLOBALLY

Companies use various digital marketing tools and strategies during this period to announce their campaigns to customers and ensure engagement. Emphasizing that sellers must have a global perspective to increase their turnover, TOBB E-commerce Council Member Cenk Çiğdemli stated, "This campaign period applies to the whole world. Furthermore, the fact that Thanksgiving falls on November 28 will further increase your e-export opportunities in November. Thanks to e-export modules, it is possible to start selling to a target country in a short time."

SELLERS CAN ALSO BE DEFRAUDED

Addressing some security warnings for sellers, Çiğdemli said: "It should be kept in mind that not only consumers but also site owners and sellers can be victims of fraud during discount periods. It is mandatory for sellers to use the 3D Secure system, which is based on SMS verification, for purchases made with credit cards on their sites. This system actually protects sellers as well as consumers."

Reminding that some fraudsters can make purchases with stolen credit cards, the CEO said, "If the real owner of the card disputes the purchase, the seller has to refund the money to the bank; the bank collects the money immediately. In this case, the seller has already sent the product but cannot claim any rights because there is no 3D Secure verification. There are many companies that have been victimized in this way."

INFRASTRUCTURE INVESTMENT MULTIPLIES TURNOVER BY 10

Warning companies about infrastructure inadequacies, Çiğdemli said, "In previous years, some large e-commerce sites were locked up due to excessive traffic. This is entirely related to infrastructure deficiencies. There is no rule that sites must lock up when there is a surge in traffic.

Those who make the right infrastructure investment can achieve their 10-day turnover in a single day. Furthermore, sites that do not have a campaign module in their infrastructure cannot take advantage of discount sales opportunities. In previous years, some sites raised prices on secondary products while discounting specific items. Customers notice this situation. If the perception is created that prices are being hiked rather than discounted, it becomes difficult to make sales on such campaign days again. Sites need to be very careful about this."

THE 7 MOST IMPORTANT PREPARATIONS

7 methods sellers can apply to increase their turnover

1- Do email marketing. Providing regular information to your existing customers about discounts, special offers, and innovations strengthens their bond with your brand. It ensures that you are among the preferred choices during these important shopping periods.

2- Improve the mobile shopping experience. You should not forget that most people perform their online shopping via smartphones. Therefore, invest in making your site mobile-compatible and user-friendly.

3- Create influencer collaborations. Add free gifts to your campaigns, organize promotions such as 'Buy one get one free', and develop strategies that create a sense of urgency. Do not neglect to create gift guides, provide customer support, and use social media effectively. Also, do not forget to remind customers about products left in their carts. Increase engagement by organizing surveys and giveaways.

4- Identify your target audience. Users who are considering shopping are divided into two main segments: those who follow specific products for a long time and those who have the potential to purchase these products during the discount period. Identify these audiences and develop special marketing strategies for them.

5- Collaborate with multiple shipping companies. Offer various shipping options to deliver your orders quickly and reliably, and optimize your processes by using smart warehouse software.

6- Evaluate cross-selling opportunities. In case users abandon the products in their carts, send them notifications offering additional sales and cross-selling suggestions to increase your average order values.

7- Start promotions early. Statistics show that 24% of consumers start shopping before Black Friday discounts. Therefore, start announcing your campaigns in advance.