Question

Topic: Customer Behavior

Sale Goods Don't Sell. Reg Price Do Sell.

Posted by Anonymous on 10/9/2009 at 4:20 PM ET 250 Points
We have 15 e-commerce sites (www.AlmaMaterProShop.com) we sell college branded clothing, gifts,golf items. Our sales have been increasing, but wanted to give our customers something special, off price goods aka sale items.
We send e-mails to our customers and we get a nice increase in sales and traffic, but they only by regular price goods. We don't sell off price goods which are up to 65% off. One differance between the goods is the reg price is featured on live models and the sale goods are indivdually laying flat on a table. It is a professional image though. I am puzzled by this considering the economy. Any ideas?

To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 10/9/2009 at 5:56 PM Accepted
    It's funny you brought this topic up, because the exact same thing happened at my last company.

    When we sent an email message announcing a limited time sale, I'd analyze the results and find only 10 - 20% of the email's sales attributable to the discounted products. Unfortunately, I didn't get the chance to investigate why this was happening before leaving.

    If you suspect it's an issue of how the image is displayed try testing your theory. Create two sale pages, 1 with a model the other without. Divide your list into 2 representative parts with the same offer in each email. If there's a difference in conversion rates you'll have your X factor.

    Then again, customers buying higher margin goods might not be an issue that you want to correct!
  • Posted by Peter (henna gaijin) on 10/9/2009 at 8:12 PM Accepted
    Tom - if you are putting stuff on sale because you want to move it, then it seems you may have an issue.

    But if you are doing it as you said in your question, to give customers something, then it sounds like you are doing just fine - those that want hat you are giving are taking it, and you are getting more sales for the business.

    Because you are working on the web it is easy to test your theory that it is live model versus flat presentation - display some sale items on live model and compare results. To make it more valid, set your web site such that the same item show to some people flat and others on live models, and compare results.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Customer Behavior)