In an exclusive conversation with Retailer Media, Jacqueline, Managing Director of Ayesha Accessories expresses her views on end of season sale in offline retail.
End of Season Sale (EOSS) has been a hit sales strategy among retailers. How do you analyze the evolution of in terms of consumer purchase trend?
Just like the Europe and America the Indian consumer is more and more attracted by Sales. Retail all over the world is facing the problem of the price consciousness of the customers.
Online retailers offer whopping discounts with sales going on throughout the year. How different is the EOSS sale at a physical retail store as compared to the online EOSS?
The off-line EOSS are time restricted to certain seasons. The on-line stores are selling out non- stop. However a lot of customers are still impulse buyers , also most of the customers still like to feel, touch and try out and buy a particular product, sellers of electronics and other higher valued utility goods certainly face the biggest problem.
How are the promotional initiatives planned for this EOSS?
We plan our EOSS 3 months ahead. In store we do special VMs to communicate about the SALE. We come up with lucrative discounts and offers to increase walk ins. We have participated in the mall events and also offer flat discounts during the mall sale days. We also keep our store open till long hours during the mall sale days.
How have you promoted your EOSS through social media? What strategies have you used for the same?
We normally show discounted products on FB , Instagram and twitter. Special outfit of the day/ trend post/sale post are created to inform our fans about the sale. We have also create interesting videos to reach out to a larger audience. Emailers and SMS are also sent out.
What has been your discounting strategy for this EOSS?
Flat 50% off
For your brand, how this season of EOSS has fared till now?
The EOSS is doing really well. Huge walkins
What new strategy have you adopted this season which was not present last season? What benefits did you received out of it?
This year we have tied up and provided special discounts for the mall events. SMS marketing and emailers are sent out to the loyal members.
What's the future of such sales strategy?
Repeat customers. Increase in walkins.
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