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5 things you might not be doing right for #MYCYBERSALE

October 07, 2015 CK Wong Category : , , , , , , ,

If you are participating the recently concluded #MYCYBERSALE 2015 as a merchant, how did your online business perform during the 5 days campaign?

For those who are not familiar with #MYCYBERSALE, read our write-ups last year.

Are your parcels piling up like this merchant below, or more?

#MYCYBERSALE effect for PTS (BookCafe)
Photo credit: Arief Hakim Sani
If so, let's give MDeC a big round of applause for organizing #MYCYBERSALE, and give yourself a pat on the shoulder for putting in tremendous effort.

Of course like any other big event, we have read negative feedback by some merchants. Instead of complaining and ranting, why not doing yourself a post-mortem on what didn't go well?

Here, we compile some areas which you might overlooked, these might be useful not only for the next #MYCYBERSALE but could be also relevant if you are selling via online marketplaces.

#1. Campaign Objective

By joining a big scale campaign like #MYCYBERSALE, it is important to set a clear campaign objective before you prepare the promotions mechanics. Basically, the objective can be:

• Capture as much traffic as possible
• Generate leads / prospects
• Capture first-time customers
• New products market verification
• Sales-oriented like clearance etc.

It is recommended to have as little objectives possible for short-term campaign like #MYCYBERSALE, and it is perfectly fine to just set one clear objective. This objective has to be aligned with the areas or KPI your business needs to strive the most.

#2. Loss Leaders

Once you have set the objective, how do you attract attention? If you are not selling something unique, how do you stand out from the crowd?

For most of the objectives, the best possible way is to execute loss-leaders campaign and capture eyeballs then clicks to your website or store.

Just imagine yourself the scenarios below, which one would you prefer?

(a) Offer regular promotions => Capture 10 orders => Make $100 immediate profit
(b) Offer loss-leaders promotions => Capture 1,000 orders => Gain 1,000 customers

#3. Product-Fit

You might have full confidence on the product or services you sell, which is great but only the market (customers) will have the answer for you.

On another hand, product that works yesterday does not mean it will work today or tomorrow. Product that sells well in another platform does not guarantee that it will work the same in this platform.

#MYCYBERSALE provides a good platform for you to test your product, if it is not working on day 1 or 2, you might want to change the strategy for subsequent days, don't wait as doing online business means you need to move fast.

#4. Target Audience

This is especially relevant as each platform (or marketplace) have different audience or customer base, in terms of demographics, brand stickiness, spending power etc.

Another factor is the traffic acquisition channels, whether is it coming from Google, Facebook, LINE, or desktop. mobile? Every channel carries different attributes too which is ideal for certain range of products and average order size.

You can assume that #MYCYBERSALE might bring you more first-time customers or even first-time online shoppers compared to your regular leads, so what you will do to convert them?

#5. Landing Page

If you click from #MYCYBERSALE website to landing pages by the merchants, many would have FAIL if we conduct a strict user experience testing. Here are some common pitfalls:

• Landing page is not responsive for mobile
• Lack of product description (even for key promos?)
• Pricing different from banner (advertisement)
• Not easy to claim the discount by coupon
• Promotions too difficult to understand
• Lack of cross-sell or up-sell

We understand it might be due to lack of time to prepare, lack of resources, lack of know-how but we love seeing merchants who are agile and perfectionist, and they are destined for success.

Besides Marketing...

Yes, there are other areas like operation, inventory, fulfillment, server capacity just like what Arief Hakim Sani has shared via Facebook, they even prepared 3 months in advance prior to #MYCYBERSALE!

Like Chinese saying, "机会是留给有准备的人" - opportunity is only reserved for those who prepare themselves.


What say you?