BUSINESS OF FASHION FEATURE: How Brands Can Turn Deal Days into Long-Term Success
How Brands Can Turn Deal Days into Long-Term Success
Deal Days like Amazon Prime Day have become major events in the ecommerce calendar, driving billions in sales and attracting millions of shoppers. But are brands maximizing the potential of these high-traffic periods? In a recent article featured in Business of Fashion (BoF), Front Row's VP of Brand Strategy, Alexandra Carmody, shares her expert insights on how to leverage Deal Days for long-term success that extends far beyond temporary sales spikes.
Shifting Attitudes Toward Deal Days
Carmody highlights the evolving attitudes of both brands and consumers towards Deal Days. While brands were once hesitant to participate in retailer-specific promotions, they are now recognizing the value of these events to capture consumer attention and drive sales, especially in a challenging economic climate. However, simply offering discounts is no longer enough. Brands need to create unique offerings and compelling experiences to stand out from the crowd.
Preparing for Deal Days: A Long-Term Perspective
To truly maximize the benefits of Deal Days, Carmody emphasizes the importance of early preparation and a long-term strategic approach. Planning should begin almost immediately after the previous year's events, taking into account factors like demand forecasting, inventory management, and potential supply chain disruptions.
Creating exclusive products or kits specifically for Deal Days can be a powerful strategy. This not only attracts customers but also provides valuable data on consumer preferences, which can be used to nurture long-term loyalty and drive repeat purchases.
Optimizing for Organic Search
Carmody stresses the crucial role of organic search rankings in Deal Day success. Brands need to prioritize SEO and keyword optimization in the lead-up to these events to ensure their products are easily discoverable by shoppers. By tracking keyword performance and analyzing search trends, brands can optimize their product listings and content to drive organic traffic and sustain visibility beyond the Deal Day period.
Driving Omnichannel Growth
While Deal Days offer significant opportunities on marketplaces like Amazon, brands should also leverage these events to drive growth across other channels. By creating differentiated offers and exclusive benefits for shoppers on their own DTC websites, brands can capitalize on the increased consumer interest generated by Deal Days and build a strong omnichannel strategy.
Emerging Trends: Affiliate Marketing
Carmody identifies affiliate marketing as a key trend for Deal Day success. By partnering with relevant affiliates and influencers, brands can expand their reach and drive traffic to their Amazon product listings. Shoppable links, product roundups, and strategic collaborations with affiliates can significantly boost visibility and engagement during Deal Days.
Measuring Success Beyond Sales
While immediate sales figures are important, Carmody highlights the need to look beyond short-term gains. True success lies in acquiring new customers, building brand loyalty, and driving sustained growth. Metrics like organic search rankings, customer acquisition costs, and repeat purchase rates provide valuable insights into the long-term impact of Deal Day strategies.
Deal Days offer a powerful opportunity for brands to accelerate their ecommerce growth, but maximizing their potential requires a strategic, long-term approach. By focusing on preparation, optimization, and customer engagement, brands can turn these events into a catalyst for sustained success.
To learn more about Front Row's expert insights on leveraging Deal Days for long-term ecommerce growth, read the full article in Business of Fashion.
