It’s time to spring clean your online strategy and maximise seasonal sales

With the first day of spring last weekend officially launching the new season, indies are being advised to re-examine their online strategy to make the most of the boost in consumer mood and spending.

Consumers often view the start of the new season as an opportunity to purchase summer items, so Intelligent Reach, experts in product level marketing, data quality and performance, is advising retailers to capitalise on sales opportunities by promoting new stock and maximising conversion rates.

Improving weather conditions at this time of year traditionally lead to a surge for fashion retailers as shoppers seek summer clothing and special occasion wear in time for the wedding season. Home and garden products also see a rise in sales, as consumers partake in leisure activities and re-decorating after the long winter.

Last year, the Intelligent Reach platform saw total product clicks in the two weeks following the first day of spring to be 50 per cent higher than the year before for online shopping search channels, including Google Shopping.  At a category level, sports equipment and outdoor gear saw product clicks increase by 27 per cent, while eyewear, another popular category during spring, saw product clicks rise by 50 per cent, with associated revenues up 13 per cent.

Steve Rivers, CEO of Intelligent Reach, commented: “Retailers need to be aware of seasonal trends and how to respond to consumer behaviours. Major fashion retailers are now offering a wide range of seasonal promotions, and businesses that retail online will therefore need to optimise their prices against these competitors and make sure that their product content is adjusted to ensure relevancy with consumer product searches.”

He added: “Last year’s mild spring had a clear impact on buying behaviour and directly contributed to increased retail revenues. With a heatwave already being predicted for Easter 2015, it is clear that there is considerable scope for substantial e-commerce gains – but only for those retailers who take steps to prepare now.”