How To Make The Most Of Sales And Promotions In E-Commerce: Furniture & Design Edition

June 1, 2024
2 min
Laura Fernandez

In the world of ecomm furniture sales, promotions can be a double-edged sword. Used strategically, they're a powerful tool to attract customers, clear inventory, and boost revenue. But a poorly planned sale can erode margins, weaken brand image, and create customer service problems.

Nowadays, promos are becoming longer and longer (across all industries, not just furniture). Whether you like it or not, it is the way the game is being played, so below are a few recommendations on how to make the best of it.

All channels work together:

  • Hopefully, this goes without saying, but it is not enough to just have a sale, you also have to communicate it effectively. It should be painfully obvious that a promo is going on no matter where on your website a user may find him or herself. Core channels like email, SMS, paid and organic social, and SEM should also shift strategy to focus on promoting the sale.

Simple is better:

  • While your margins may vary across products and you might want to sell more of A instead of B, keeping promotions simple performs best. Rather than complicated tiers of savings, or “up to” discounts, a lower but sitewide discount is what consistently delivers increased revenue. The same principe applies to “free shipping” promos.

Scarcity and urgency:

  • Create a sense of urgency with limited-time offers or flash sales.  This encourages quick decision-making and capitalizes on the fear of missing out.  But try to avoid overuse, as constant "limited-time" offers can lose their impact. You’ll also have to find a healthy balance between the urgency messaging and the sale duration, giving campaigns sufficient amount of time to optimize and deliver.

Loyalty love:

  • Reward your existing customers with exclusive promotions or early access to sale events.  This fosters brand loyalty and encourages repeat business.

Measure and adapt:

  • Track the performance of your promotions closely. Analyze what works and what doesn't. Have levers you’ll be ready to pull if results aren’t what you expected.  A/B test different offers, messaging, and timings to optimize your sales strategy for maximum impact.

By implementing these tips, you can transform furniture sales from a discount frenzy into a strategic tool for driving sales, building brand loyalty, and solidifying your position as the go-to destination in the ever-evolving world of e-commerce.

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