The COVID-19 pandemic has forced business owners in many industries to migrate their operations into the online realm. While Ecommerce has been dominating the retail sector in recent years, you might not have had the need to sell online until the pandemic forced you to rethink your work hours or close your doors to the public completely.
That said, with or without a pandemic, there is no denying that the Ecommerce sector is constantly growing, especially in the fashion industry. The opportunities for small retail stores in the digital space are endless, but such a thriving market comes with a lot of competition and a number of challenges.
If you want to earn the trust of your customers and take your Ecommerce fashion brand to the next level in 2021 and beyond, then you need to implement the best growth strategies out there. Let’s take a look at what those are and how you can capitalize on the opportunities in the competitive Ecommerce fashion space.
Leverage Digital Signage to Get Online Customers
When people talk about Ecommerce, they tend to focus solely on the digital strategies to drive sales and growth. In reality, we mustn’t forget that we can use many on-site tactics to boost our digital presence, generate leads, and improve conversions on our website. To do this, you can leverage digital signage in your retail store.
Digital signage is a powerful tool you can use to display the right messages to your in-store customers that will lead them to your website or social media channels. You can also manage interactive digital signage no matter how many signs you have from a centralized location and optimize your messaging quickly.
This allows you to run special deals, limited discounts and promotions, and online loyalty programs online and bring visitors to your website by displaying your URL, social media handles, and other online info on your digital signs. The customer can even scan a QR code that will take them directly to the promotion on your site, ensuring a quick and seamless shopping experience.
In the fashion industry where products are selling fast and the customer might not find their size or model in store, this can mean the difference between a sale and a dead lead.
Choose Lively Colors That Dazzle and Inspire
The Ecommerce fashion space is oversaturated with competitors, whether they are established brands on up-and-coming retailers with a powerful selection of products. In other words, the modern customer is spoiled for choice, and you can bet that there is always a better deal to be found somewhere else.
This means that you need to set your online boutique apart from the rest, and a big part of that is how you approach the visual design of your website. You see, it’s not just about how trustworthy your website is or how user-friendly you make it – it’s also about the emotions it evokes in every visitor.
Quality storytelling and product descriptions are important here, but you also want to use a pastel color palette to bring a dazzling visual design to life, break any monotony, and keep the user engaged while sifting through your products. The pastel color palette works amazingly well if your products are monochrome or if they come in a variety of colors.
You can always use a pastel backdrop to make the page pop and engage the user.
Capitalize on Exit-Intent Popups
Converting a website visitor into a paying customer (and a returning customer, for that matter) can often seem like an insurmountable task. The reality is that most people will leave your website without buying anything, but that doesn’t mean that you should let them go without a fight.
One of the best things you can do to capture their attention one more time before they hit that back button is to use an exit-intent popup. This technology has been around for a while now, and it’s important to note that exit-intent popups work very well in the fashion industry where you have the option to optimize your deals, discounts, and promotions on a moment’s notice.
Your visitor might not feel ready to buy a product just yet, but oftentimes it will come down to the price. You have an opportunity here to stop them from opting out by showing a popup offering a discount on their first purchase, free national shipping or discounted international shipping, and more.
Nowadays, It’s All About Cross-Selling
If you’ve been in the retail industry for any amount of time, you have probably heard of the terms upselling and cross-selling. Oftentimes, business leaders will confuse the two and try to use upselling in the fashion space, which doesn’t always work. Needless to say, if you try these tactics and they fail, you will have a difficult time retaining your customers.
The difference between the two is that upselling is trying to sell you a more expensive version of the product you have in your cart, while cross-selling is trying to add products to your purchase. In the online fashion industry, the latter is a very powerful tool.
People love complementary products, especially if they can get the two for a slightly lower sum than if they were to buy them separately. This is why you need to introduce cross-selling strategies into your online store so that you can sell more products to the same customer.
You can use your site’s cookies to compile browsing data on your customers in order to show them relevant, complementary products, but you can also hand-pick products that match and put them in a “products like this” category.
On the checkout page, you want to present your customers with products that would work well with their purchase, using product tags, categories, color schemes, sizes, and additional product info.
Go Above and Beyond with Product Innovation
The fashion industry is always moving forward and is evolving at a fast pace, and you have to keep up if you want to stay relevant in such a competitive field. No matter how amazing products may be, keep in mind that you need to innovate and optimize them regularly to keep up with the ever-changing consumer demands.
For example, slim fit is very popular nowadays and baggy clothes are out, which prompted popular fashion brands like Nimble Made to innovate a new line of dress shirts and accessories for men of all sizes, and come up with tailored solutions for every customer. This is the kind of innovation that you need to have in order to address the pain points of your target demographic.
Whether you are catering to slim individuals or plus-size men and women, make sure to stay in touch with their evolving needs. What’s more, it’s important to collect industry insights that will allow you to make accurate predictions, so that you can start innovating ahead of time.
Stand Up for The Right Causes
We can’t pretend that the fashion industry as a whole has a positive reputation. The big brands and the fast-fashion companies around the world have done plenty to soil the reputation of the industry in the eyes of the customers in recent years.
Nowadays, customers across the globe are boycotting fashion brands that don’t adhere to eco-friendly practices, exploit their workers, or don’t put sustainability at the forefront of their businesses.
If you want to future-proof your fashion brand in the online and offline realms, then keep in mind that environmental awareness is one of the key consumer trends in digital marketing and the Ecommerce space as a whole. In other words, you need to green up your Ecommerce fashion brand.
To kick-start your green transformation, focus on:
- Fair trade and fair labor practices.
- Eco-conscious processes like water, energy, and material conservation.
- Build a sustainable supply chain in which every company you work with adheres to green policies and practices.
Personalize Your Cart Abandonment Strategy
Lastly, many of your potential customers will end up putting a product in the cart, only to opt out at the last moment without completing the purchase. When this happens, you have two choices: let them go, or reach out to try and inspire them to come back and complete the order.
If you choose the former, you are wasting ample sales opportunities, which is why you need to establish a clear line of communication with these customers. One of the best fashion Ecommerce marketing strategies is a personalized cart abandonment campaign intended to address the needs of the individual and motivate them to come back.
The keyword here is personalization, because you can’t hope to convert apprehensive customers with cookie-cutter emails. Instead, you want to reach out with a heartfelt message, addressing the customer by their name and presenting them with an incentive that matters to them.
This can be a unique deal only they can get, a special discount on the contents in their cart, or anything else that will make them feel valued and appreciated.
The fashion sector is evolving at a quick pace, both online and offline. If you want to stay ahead of the game and capitalize on the opportunities in the Ecommerce space, then be sure to leverage these strategies that will take your fashion store forward as a whole.