Online Promotions: Differentiate Your Online Store Using Multiple Promotional Types

With so many online stores, its hard to differentiate your business from others. It is pretty common among online retailers to use promotional sales techniques to lure customers into pulling out their credit cards with the hope it will give them the extra “push” they need to buy from you. From free shipping to longer return policies, these types of promotions are expected from online shopping. Here is a list of common types of promotions you can use. In fact, if you can combine two or more together, you will differentiate yourself from the single-promotion merchants out there.

Top Store Promotional Ideas:

Personalized Web Coupons – online coupons generate immediate interest and can often increase on the spot purchases.

Online Sampling (surveys and questionaires) - this is best for customers who just made a purchase. After the checkout process, query your customers about their online experience. Make it clear that they will be rewarded with instant savings, or a coupon for their next purchase. Not only will some use the coupon, but you have a great opportunity to get feedback from your customers.

Special offers for newly registered customers – if you have a registration process as part of your checkout, add incentives for them to sign up and register for an account. (I recommend making it an option and not required as many potential customers will abandon their cart if they feel they are required to register)

Add promotions to thank you emails and order confirmation emails. - Always think of upsell opportunities and cross sell opportunities.

Special coupons for use on their next order – This is especially effective after the Christmas holidays since you have an opportunity to bring back a larger group of customers (since holidays tend to be busier and shopping is fresh in their mind). Use a subtle marketing message such as “You survived the holidays, how about a gift for yourself to celebrate the New Year!”

Opt-in mailing lists – Always work on expanding your email lists and periodically use it to send online newsletters and sales promotions to your existing customers.

Special pricing promotions – limited time pricing offers, or value-based discounts (e.g. spend $100 dollars and get a free ‘XYZ’, or spend $200 and get a $40 discount, etc)

Free Shipping or Discounted Shipping – One of the most common promotions used by online retail businesses. Its almost becoming the expectation of the online shopper.

As you can see, there are many types of promotions that online retailers can use to increase conversion on their websites. When combined together, you can target a larger group of people, and even stand out among your competitors. For example, Zappo’s offers the 365 day return policy that ties into their branding strategy as being “powered by service”. And if that wasn’t enough, check out their free shipping, and coupons.   If you want to see a leader in this area, order something from Zappos. Everyone can learn something from this company. Incredible service and incredible promotions.

Do you know of a promotion strategy or used one not on this list? Please share it with us so we can all benefit from it. Now get out there and start promoting!