Consumers look forward to the year-end mega-shopping season, with over 90% planning to shop during the year-end period and three-quarters planning to spend more, according to a Shopee study. But connecting with customers on mega-sale days alone is not enough. Brands must consistently raise awareness and engage with customers, before ramping up toward mega-sale campaigns.
Mega-sale campaigns are not standalone events, but milestones in a brand’s online commerce strategy.
eCommerce Platforms: full-funnel customer journey
E-commerce platforms are now key avenues for consumer exploration, and discovery: the full-funnel consumer journey. Google reports that e-commerce marketplace usage is 1.8x higher than brand websites. On Shopee, the search volume for brand names grew 2x from 2019 to 2020, indicating that consumers are increasingly beginning their searches in-app. Therefore, brands must optimize their outreach at every touchpoint.
Invest across all consumer touchpoints
A shopper’s journey can span a wide range of channels, creating many paths toward a purchase. Brands need to connect with customers across various touchpoints, then funnel them toward a more streamlined shopping journey. This can be done by investing across awareness channels and optimizing them to achieve one key goal: to drive customers to the e-commerce platform and then guide them to the purchase.
An always-on approach
Shopee found that shoppers add their desired items to their cart up to 30 days ahead of year-end campaigns. Thus, brands must be prepared well in advance of the mega-sale season, the same way consumers are. One way to do so is by leveraging tools such as games and Livestream features, on-platform ads, and loyalty programs to build brand affinity and awareness among customers.
READ MORE: https://www.thedrum.com/opinion/2021/12/10/shopee-how-brands-can-prepare-mega-sale-season