subject: Retailers clambering to increase sales through discounting [print this page] Retailers clambering to increase sales through discounting
During my time in promoting internet shopping I've come across many different strategies that retailers take to persuade internet shoppers that their site has the best products at the best prices. Home pages are generally spread with all the best deals to keep the shoppers interest and encourage them to click further into the store and hopefully make that all important purchase and decrease the bounce rate.
Seasonal offers
This is by far the most popular method of attracting sales. From the historical January sales, although you could hardly call them by this name, with them starting in most cases on Boxing Day and promoted before Christmas has even got started. Mid-Season or end of season sale is probably the second most popular, with retailers getting rid of poor sellers or that last-season fashion.
General discounting
With the bite of the recession general promotional discounts have increased in popularity. With savvy shoppers using the ever increasingly popular price comparison websites it's easy for anyone to dig out the most competitive prices without too much effort, although this doesn't always work especially where a voucher code is available, which brings me conveniently too the last method of discounting.
Discount voucher codes
One way of giving out customer discounts is to release voucher or discount codes to entice shoppers to their site, rather than a competitors. Offering this type of discount is becoming increasingly more popular as online shoppers become more aware of targeting the discounts that are on offer. Some shoppers are wary of this type of discounting as they have often failed, wasting time chasing non existing codes that are often expired without being stated, sometimes well out of date, or codes that have simply not existed at all, although this has been mostly eradicated following the code of practice issued by the IAB's Affiliate Market Council (AMC) detailing the best practice guidelines on the use of online voucher codes.
With price comparison it's difficult for this method to be included in the final cost without the code being activated at the checkout. I believe the best method that can be used to find that ultimate bargain is to use the price comparison to find the best price, and then just look to see if there's a discount voucher to use with that retailer, often savings of up to 20% are not unusual for electrical items and up to 80% off other goods. One word of advice is to always check out the full terms and conditions as voucher can often only be used with goods that have not been already discounted, however this is not always the case.
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