The winter sales, a crucial time for online merchants, are now upon us. The official start date is set for Saturday, Jan. 4, offering a unique opportunity for online and physical stores to boost their sales and reduce inventory for several weeks.
However, we also cannot underestimate the difficulties and risks that this kind of event brings, especially in terms of logistical management.
Indeed, the significant increase in order volume is likely to put pressure on shipping management systems, causing delays and customer dissatisfaction. In addition, the increasingly high expectations of shoppers require targeted strategies to ensure a smooth and satisfying shopping experience.
So in this article we look at three effective strategies that will enable you to improve your eCommerce performance during the winter sales and thus optimize your profits. Let’s get started!
3 strategies to improve your eCommerce sales during winter sales
1. Offer fast and transparent shipping
eShoppers are increasingly demanding shipping, especially during the sale period when they are eager to receive their hard-won purchases at a bargain price!
Indeed, during sales, customers expect not only super-competitive prices, but also impeccable service. In other words, a drop in the price of a product should not be proportionately followed by a reduction in the service offered. Mark this maxim and never forget it!
Yes, but how then to meet your customers’ expectations? Here are some practical tips.
Optimize your delivery time
Speed of delivery is one of the key factors in retaining customers, especially during sales. Working with reliable couriers is therefore crucial.
Here is a checklist to follow:
- Choose logistics partners that can offer fast, yet flexible solutions. If you are looking for a practical guide to choosing the right courier company for your eCommerce needs, you can read our dedicated in-depth article.
- Include expedited shipping as an option, that is, allowing your customers to receive the product in 24-48 hours. You can also offer same-day delivery for areas surrounding your warehouse.
- It automates the picking and packing process in the warehouse, so as to reduce order preparation time.
- Adopt an order tracking system. Customers greatly appreciate being able to track the path of their purchases, so offer real-time shipment tracking, ensuring maximum transparency.
Communicates transparently
Another key aspect of winning customer trust is transparency. During sales, where the influx of orders increases significantly, clarity about costs and shipping times becomes imperative. Including this information in a visible way helps customers make informed decisions and avoid surprises.
Here, then, is how you can implement transparency effectively at all stages of purchasing:
- Pre-Checkout: before customers complete their purchase, clearly show shipping costs, including any extras for expedited delivery. Once the customer selects products, provide a shipping cost calculator based on weight and destination. This reduces the risk of cart abandonment.
- Order confirmation email: after purchase, send an email detailing confirmation of the order, estimated shipping time, and a link to track the shipment. Don’t forget to include a reminder about return costs and how to contact us with any issues.
- Updated FAQ section: dedicate a section on the site to handling frequently asked questions (FAQs) about shipping and delivery times. Also make sure it is always easily accessible and clearly visible at all stages of purchasing.
2. Implements an efficient return strategy
Another critical aspect during sales is definitely the management of returns, which tend to increase during this period. After all, who doesn’t get carried away by the excitement of the moment, only to realize later that the purchase made doesn’t meet their real needs? It has happened to everyone. In other words, returns, during sales, are always lurking.
Thus, a clear and user-friendly return policy can improve customer satisfaction, even if the customer chooses to return the purchased product, and generally incentivize purchases more easily.
Here are some practical tips to make your strategy for returns more efficient.
Optimize the logistics of returns
During sales, the number of returns can increase dramatically, so it is critical to prepare for this spike. Well-organized returns logistics reduces handling time and improves your customers’ experience.
Here is how to take concrete action:
- Prepare your warehouse for returns: make sure your warehouse and team are ready to receive and process a higher volume of returns during sales, for example, by setting up a dedicated space for returns to arrive so they do not interfere with the handling of new shipments.
- Already include the return label in the package; this will simplify the process for you and your customers. We hope that your customer will choose not to use it, but upon need, they would already have everything they need to proceed with the return.
- Automate the refund process: implement an automated refund system that, once the product arrives at the warehouse and is processed, directly initiates the refund to the customer. This reduces waiting time and increases confidence in your services.
Communicates the ease of return
Many shoppers are reluctant to buy online for fear of complications in returns. A simple and well-communicated return policy can therefore make a difference, especially during sales.
If you are looking for some practical tips on how to improve your return policy, please read our dedicated in-depth discussion.
3. Integra Locker and Collection Points
One innovation that is revolutionizing eCommerce logistics is the use of Lockers and Pickup Points for deliveries, which can also prove particularly useful during sales when, as we have seen, order volumes increase dramatically.
In fact, Locker and Pickup Points offer greater flexibility to customers, allowing them to pick up their packages where and when they prefer. This reduces the risk of missed delivery and improves the shopping experience. During sales, when wait times can be long, these options therefore allow your customers greater flexibility in picking up their orders.
For eCommerce, the adoption of Locker and Collection Points, on the other hand, helps to more efficiently manage the peak of orders during sales. This approach reduces delivery costs and speeds up shipping times, while increasing customer satisfaction. In addition, Collection Points can act as a centralized hub for handling returns, a beneficial solution especially during the sales period when, as we have seen, the volume of returns can be high.
GEL Proximity to integrate Locker and Pickup Points to your online store
The key question at this point is: how to implement Locker and Pickup Points to your online store? The answer is easy: thanks to GEL Proximity!
GEL Proximity is the first aggregator of Lockers and Collection Points with a Proximity network consisting of tens of thousands of newsstands, stationers, post offices, lockers, tobacconists, stores and gas stations. By choosing GEL Proximity, you can immediately start offering your customers the ability to pick up their orders online over 300,000 Pickup Points already active throughout Europe, quickly and easily.
What are you waiting for? Get started now! There’s still time for the 2025 winter sales!
Learn about all our services here.