- Summer is a time when the pace of Polish e-commerce slows down a bit. Despite this, demand for some seasonal products grows year by year.
- According to data from Shoper Płatności, July sales of stores offering dietary supplements and pharmacy products increased by as much as 129% (compared to the results from a year ago).
- The holiday aura is also conducive to renovations, as some online stores offering construction materials have recorded a three-fold increase in sales compared to last year.
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A vacation marked by sun protection and… renovation?
For Poles, sun protection is also becoming increasingly important. In July, according to data from Shoper Płatności, selected online stores offering sun protection films recorded a 40% increase in sales. This is primarily related to the need to provide oneself with greater comfort during long, sunny days. The holiday aura is apparently also conducive to renovations, as some online stores offering construction materials recorded a 3-fold increase in sales compared to last year.
What do customers expect?
According to experts from Shoper, e-commerce customers primarily pay attention to the value that a specific product gives them, to what extent it meets their expectations, solves problems or satisfies specific needs.
– Consumers do not focus solely on price, but also on the benefits they will get from the purchase. These can be material benefits, such as durability or functionality, but also intangible benefits, such as greater satisfaction or convenience. – says Artur Halik, Head of Sales at Shoper – The more value a customer sees in a product, the more likely they are to buy it, even if the price is high – he adds.
What should sellers offer?
As a result, online store owners should focus on emphasizing not only the product features, but above all the benefits that come with buying it. To effectively attract and retain customers, sellers should also quickly adapt their offer to current trends, introducing new products or updating available items, depending on current sales hits.
What else can retailers do to sell more effectively in the summer?
– A good way to increase sales in the summer is to combine offers, i.e. create sets of products with similar themes. In addition, it is worth emphasizing seasonal campaigns that will promote summer gadgets and accessories. Here, it is worth emphasizing the way products are used and the effects that can be achieved with their help. A good idea would also be to introduce price reductions on selected product groups at the end of summer. Customers sometimes wait their entire vacation for these promotions – notes Halik.
Personalisation of offers is also key. Customers are particularly attracted to products that are tailored to their individual needs. It is worth using AI-based tools for this purpose, which can effectively help increase sales effectiveness and thus encourage customers to make purchases.
