E-commerce in France represents a turnover of 92.1 billion euros over the first three trimesters of 2021, placing the country in second place on the podium of the e-commerce market in Europe. According to the latest report from the French federation of e-commerce and distance selling, the share of e-commerce increased by 15% in the last quarter and is set to pass the €130 billion mark by the end of the year. Kantar predicts that online sales will grow four times faster than offline sales by 2025.

Consumer buying methods have naturally evolved since the health crisis, favouring digitalization with click and collect or home delivery. Customers are looking for an omnichannel approach focused on innovative experiences that promote quality content. CMO Council reports in a study that 90% of consumers say that online content has had an impact on their purchasing decision. The aim is to get as close as possible to a customer journey similar to what they can experience in-store, all from the comfort of their own homes. With these changes comes a demand from users. Offering a memorable experience is essential to stand out in a hyper-competitive market.

HERE ARE 5 TIPS TO SPEED UP YOUR SALES DURING THE YEAR-END FESTIVITIES AND STAND OUT FROM THE COMPETITION

TAKE CARE OF THE CUSTOMER EXPERIENCE
WITH COMPLETE PRODUCT DESCRIPTIONS : 

To stand out from the rest and offer an optimal customer buying experience, the description of your products is essential. The more the product sheet is completed with numerous assets, the more your customer will fulfill his need for information. Reassuring the user with the addition of photos and customer reviews are also elements not to be neglected that can trigger the act of purchase. According to a KPMG study, 37% of product returns are due to the fact that customers do not like a product or that the product does not suit them. To limit product returns, it is important to offer the best shopping experience as close as possible to what the customer feels in the shop. Online product content must be rich and contributed by consumers, and customer reviews are a valuable aid for Internet users in understanding the product. Le Coq Sportif does this in order to offer a coherent shopping path and an optimal shopping experience.

DISTRIBUTE YOUR PRODUCT CATALOGUES ON
DIFFERENT CHANNELS, MARKETPLACES AND RETAILERS :

Marketplaces have grown by 81% in 2020 according to Mirakl. Customise your product catalogues according to your channel to offer content adapted to the needs of your different targets. Your retailers’ sites or marketplaces do not offer the same level of information about your products or the same specific product attributes. Create different catalogues according to the target audience and the features offered by your distributors, which will enable you to strengthen your relationship with your users and improve your sales efficiency.

Increase your sales by presenting your targets with the right product, at the right time and at the best price.

HIGHLIGHTING SPECIFIC PRODUCTS

DURING YOUR HIGHLIGHTS : 

Customise your products that you wish to distribute according to your highlights, with the creation of thematic sites or landing pages to be integrated on your retailers’ site or on your website. A thematic site is dedicated to the promotion of a special offer or to the presentation of a specific service and/or event, it will allow you to develop your notoriety with your distributors on a desired range. Lego (lego article) uses this approach to highlight their adult range during the end of year period and thus provide an interactive experience for these targets.

The landing page is a destination page to which a user is redirected after clicking on a link, it is a very important page of content that can turn a prospect into a customer.

ENGAGE YOUR COMMUNITY AND
DEVELOP YOUR BRAND IMAGE :  

According to Actiplay, 80% of gamers are hyper-consumers between 18 and 60 years old. 47% of them play 1 to 10 marketing games per month and 58% return to the brand’s website and are more likely to buy a brand product after playing their game. Make a difference by strengthening the connection with your community. Share incredible digital experiences with game-based animations. Gaming is a powerful communication tool that allows you to make sales and build community loyalty. Ubisoft has understood this very well by releasing a game contest a few weeks before each release of its new video games. Establish a strong brand identity by posting regularly on your social networks and on your blog, sharing your values and enriching content can only increase your engagement rate.

GUARANTEE THE MANAGEMENT OF YOUR STOCKS
AND YOUR E-ORDER RETURNS : 

Unified product inventory management across all your distribution channels facilitates your sales and your exchanges with your users. Even if by respecting all the previous steps your return rate can quickly decrease, the management of your e-commerce returns must be integrated into your supply chain to coordinate all your links included in your logistics chain.

IMPLEMENT YOUR ACTION PLAN
WITH THE SINFIN™ PLATFORM 

To boost your sales during your busy times, centralising and optimising all your digital content is paramount. Offering a successful buying journey requires complete product sheets with clear and precise information. The exchange and animation with your targets is essential to federate a strong brand image and engage your community. Combine all these actions from the Sinfin™ digital experience platform to easily and centrally manage your online presence and increase your e-commerce sales growth.

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