All online store owners know that the hottest season is typically not very strong in terms of sales. Nice sunny weather invites people to spend more time outside and as a result, customers tend to shop in physical stores. The attractive promise of a quick purchase and a delivery service that brings the product to the door is not relevant to consumers. Within a few months, the advantages of online ordering turn into its disadvantages and digital businesses need to be flexible. 

For more sales

However, there are steps we can take to prevent too much loss. Analyze the products in your store and assess which ones are suitable for the summer season. Keep in mind that your competitors will most likely do the same - try to present seasonal items in an original campaign that clearly highlights their qualities. Think about summer discounts, but remember that in recent years consumers have been particularly sensitive to the real value of the promotions offered. This loss of trust is mainly due to unethical practices during the Christmas holidays, so pay attention to making your offers tangible and real. 

Products that are in greater demand during the summer include: sunscreen, sunglasses, seasonal clothing, seasonal shoes, beach and camping items, building materials, cooling equipment, nutritional supplements that boost metabolism, fitness equipment, and many others. In some cases, the summer months can also be your allies – recent data shows that online shopping increases just before the start of the worst heat waves, because people are looking for ways to be as prepared as possible for the upcoming high temperatures. During the wave itself, however, consumption suffers an extremely serious decline – plan your company schedule carefully and monitor the forecast. The idea of ​​campaigns like “Prepare for Fall” is not new, but it has proven effective, especially when it comes to notebooks, calculators, textbooks, and other school supplies. Think of a way to make your offer stand out: original advertising, an earlier launch date, or significantly reduced prices – you need to offer something different to the audience. 

Digital transformation

On the other hand, you can use the period of low user interest to analyze and possibly change the online presence of your business. You can rely on very minor changes such as new banners for your website and Facebook page, a change in the color, shape and appeal of the CTA button, an improvement in the user path, regrouping products into specific series, collections or a new design of their packaging. If you feel braver and believe that this is the right direction, you can invest in a brand new website, a different visual concept and a new slogan. Keep in mind, however, that any general change must be accompanied by a relevant, proper information marketing campaign that clearly communicates to customers about the improvements made. We warn that not all users would be satisfied with such an approach - it has been proven that people do not like abrupt changes. Try to make the web transformation functional, visually simple and, above all, oriented to the needs of the audience. 

Social media

Although most consumers prefer not to shop online during the summer, the same does not apply to their presence on social networks. For better or worse, the time we spend in the digital space increases by almost 20% and for you, this is an opportunity to start a conversation with prospective, current and hesitant customers. Orient your content to topics related to summer, use popular hashtags such as #summertravel, pay attention to all visuals, banners, video materials and their messages to have a positive and seasonal charge. Bet on brighter colors and publications with a sense of humor "meme" type - now consumers are on vacation and prefer not to think about serious issues. Use every opportunity for communication and respond regularly to comments and inquiries. The main goal should not be to increase sales, but to strengthen the presence and recognition of your brand. Do not miss the chance to create a stable brand-consumer relationship: this strategy will certainly yield financial results when autumn arrives.

Embrace the summer season as a period of challenges and opportunities that can make your business even more successful. And last but not least: hot days are a time for relaxation – enjoy a relaxing vacation and leave the digital side of things to the professionals at SFC!