End of Season Sales are popular in Connecticut this month. Yesterday was the first day of Spring, and it seems like every business in the area has an “End of Winter” sale in progress. But there’s more that you can do than cut your losses on last season’s leftover merchandise. Here’s how to make this season’s sale twice as effective.
End of Season Sales should be a marketing tool
Most retailers think of a sales as a financial tactic. But that’s only part of their potential power. No matter how well you predicted demand, you’re bound to have merchandise left over. A ski shop that I work with holds their big sale every March when the weather starts warming up…early enough that customers will still want new skis and boots, but late enough that they maximize full-priced sales.
The ski shop promotes their sale with post cards to past customers, signs, and a special landing page on their website. They even still use print advertising in the local newspaper. Lots of customers all around Connecticut are interested.
How to turn the sale into a marketing tool for the future?
I prefer to look at “sale time” as a marketing tool to build business for the future. How do you do it? Simple. Everybody in Connecticut loves a sale. We all flock to them. So we helped the shop set up three simple steps to build future sales:
- Shoppers can register to get “early bird” alerts of sales throughout the year, simply by supplying their email address. They also get in-season sale information as well as news about product introductions, product reviews, and “powder alerts,” more reasons to come into the store
- Many potential customers call the store about the sale, to ask specific questions. The shop uses their “marketing messages on hold” to give customers reasons to visit in the summer, when they sell patio furniture and Weber Grills. Even their most loyal customers often don’t know that their favorite ski shop can be their favorite destination for great looking outdoor furniture that helps the enjoy the outdoors 365 days a year.
- They also had hot dogs (and veggie dogs) cooking on a Weber Grill, and let customers know that the grill would be fired up every Saturday, right through the beginning of ski season.
The recipe for success
The shop’s recipe for success is building year-round sales. Looking at it in a new way, their end of season sale turning into one of their most successful marketing tools. The easiest way to accomplish this is by selling more to existing, satisfied customers. It’s far easier than finding new ones.
Are you still trying to increase sales by finding new customers? If so, you’re missing your best marketing opportunity.
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We have lots of ideas that you can do yourself. Why not click here to email us, or call to set up a free 15-minute Discovery Session to discover innovative marketing ideas you can use, starting today. Call us in Greenwich, Stamford, Norwalk or Bridgeport at (203) 655-3920. In Hartford and the rest of Connecticut, and nationwide, call (800) 862-8896.
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