As an online seller, your single focus need not be just to get maximum customers. Although a wide customer base is essential and profitable, more the number of orders, more is the processing and shipping associated with these.
Instead of just targeting large numbers of customers, make a slight shift in your strategy to ensure multi-item orders from customers. More items per order translates into higher profits and maximum benefits due to lesser shipping and processing time.
So how can you encourage multi-item orders from customers?
Free Shipping– If you see, most of the biggies offer free shipping above a certain amount to encourage customers to make more purchases. If you say free shipping for orders above Rs 500 for example, chances of a customer who has come to purchase a Rs 300 product purchasing another item to be eligible for free shipping is more. This could be a purchase he had kept aside for another time or a product he browses for then.
Free Gifts- Everyone loves gifts and freebies. Sometimes a freebie can be the deciding factor between options when customers are faced with one. Tap into this psychology of customers by offering free gifts or value-adds. Depending on the kind of product, freebies can be offered. For example, a mobile phone can be accompanied by a phone cover or screen guard or both. Whereas, a belt can be gifted with apparel.
Free gift need not always be related to the items being purchased. It can be generic like “Free backpack on purchase of Rs 2000 & above.”
Combo offers– A tried and tested strategy in offline retail, combo offers often lead to more items per order. When customers are given the option or shown the suggestion of buying 2-3 items together at a discount, or sometimes even without discount, they will spend longer time on your site exploring the options to utilise the offer.
Offers on Future purchases– Offer gift vouchers and coupons customers can redeem within a certain time. With redemption options in hand, they will be tempted to come back and make use of them. There is equal chance of a Rs 50 or 20% off coupon being utilised.
Volume pricing– This is most useful during holiday and gifting seasons. When looking for gifts, customers might not think in terms of getting the same item for everyone. By offering discounts when more numbers of the same item are purchased, customers might buy the same item for everyone they have to gift to (especially in the case of gifting for colleagues or friends), thus reducing your packing and processing hassles.
Cross section discounts– By offering discounts across different product categories combined, you are increasing the chances of multi item orders and also making your customers browse more on your site, thus making them spend more time on your site.
Attract customers and make them order more ..
Different shoppers have different shopping behaviours and different needs. Tweak around one or more of the following to capture maximum attention.
- Graphical banners to portray special offers like bulk discounts or deals of the day or similar are most eye-catching. Position them right on top of a page or section, top left or below navigation.
- Instead of an instant checkout option from the shopping cart, encourage customers to go back for more shopping with a “Back to shopping” button to avoid tempting them to finish with single order purchases.
- When items eligible for bulk discounts are added to shopping cart, display messages like “Save 20% when you buy 2 or more, and 40% when you buy 4 or more.”
- Make them aware of how much more they need to shop to be eligible for free shipping, with messages like “Spend Rs 100 more to get free shipping”.
- Depending upon the prices, display discounts in figures or percentages. For example, 20% off on a Rs 5 item is a discount of Re 1 only. 20% off on a Rs 250 item in Rs 50. 20% seems higher than Re 1 and Rs 50 seems higher than 20%.
Is there any other offer or tactic that has worked for you? Do share.