● Conceptual sales. The technique is based on the idea of selling not a product, but a concept for solving the client’s problem. The seller carefully studies his needs and carefully prepares for the dialogue. Due to the deep approach, the technique is used in sales with a high check.
● Challenger sales. A technique of assertive sales. Informative and visually Managers are not shy about arguing with the client, they demonstrate in every way that they know how to solve his problems, they behave like winners, therefore the technique was called “sales of champions”.
Data-driven marketing Informative and visually
Marketing based on real consumer data allows you to make decisions not based on hypotheses, but on specific measurable indicators provided by analytics systems, call tracking, CRM and other technological tools integrated into a single retailer ecosystem.
Thus, the Evalar company , as a result of analyzing user behavior on the site, came to the conclusion that buyers are interested in current offers, trends, ready-made solutions in the form of product selections, since this makes it easier for them to choose. The brand added new promotional blocks to the main page and improved navigation on the site, speeding it up 4 times. As a result of three months of work, adding products to the cart and conversion increased by 40%.
Social proof Informative and visually
Cases of successful use of the product create trust and contribute to the decision to purchase. According to various data, products with reviews on the Ozon marketplace are added to the cart 160% more often than cards without them. At the same time, video reviews work better than texts and photos. They are more capacious and convincing, often becoming one of the decisive factors when buying. Also, the formats of product selections, reviews and “unpacking” demonstrate consistently high efficiency.
Testing new advertising channels and formats Informative and visually
To increase conversion, a retailer should test formats that they haven’t used yet, such as:
● IN-APP. Advertising in mobile applications can increase conversion due to precise targeting. It allows you to set up personalized advertising campaigns and find the right target audience. Advertising messages are adapted to user preferences. They are interested in the proposed content, which contributes to the completion of the target action.
IN-APP video and banner advertising capabilities
● Advertising on SMART TV. Advertising is placed in popular new zealand business email list online cinemas and is broadcast before or during the film that the user wants to watch. The video is in the user’s field of view. Relevant video will increase engagement in the creative and the time of interaction with the brand. Addressed advertising is broadcast on TV to the desired segments. This saves marketing costs for retailers. In addition, advertisers on Smart TV can customize the frequency of impressions at their own discretion.
Creating engaging content
Informative and visually attractive product descriptions, as well as high-quality images and videos, will help to retain the buyer’s interest. Thus, according to various estimates, there is no honesty with the customer at all times video in the product card on marketplaces increases the conversion to purchase by 30-80%. In outdoor advertising, video broadcast on digital screens demonstrates high efficiency. Advertising on them is more popular than on regular billboards. Digital formats are rapidly gaining popularity. The retailer “Chef Perekrestok” began to use interactive videos. In a few weeks, out-stream videos were watched by more than 1.2 million users. Creatives helped the brand engage viewers in the company’s dialogue and increase audience reach by 36%. The company also noted the implemented conversions for the “Order Placement” goal.
Let’s sum it up Informative and visually
Each retailer chooses the most suitable strategy for itself or tests different ones that allow studying the buyer’s interest, “warming up” it and converting it into a sale. Along with classic tools and channels, it is important to use new solutions and formats. Analytics is important at all stages.
In the era of digitalization and new challenges, technologies mobile lead have ceased to be just a confirmation of the status of a progressive company for brands. Today, it is a necessity for businesses that strive to maintain their positions in a niche. Conservative retailers that continue to work according to the old rules and refuse digital tools risk giving way to competitors.