Black Friday, Cyber ​​Monday, Fall Sales, Winter Sales, End of Season Sales … there is no shortage of commercial moments in the “life” of a company – perhaps a store or an e-commerce site.

Anyone who has tried to apply heavy discounts during Black Friday, for example, will have noticed how it is an evidently fertile period for generating extra revenue (and not only , as we will see below), but it is necessary also pay close attention: there are opportunities, but also many risks.

The opportunities to ride the commercial wave, therefore, are there but… How to design them?

In today’s article we invite you to a more detailed reflection on the various commercial moments and discount structures: the reasoning we propose applies perfectly to Black Friday, but not only to that.

Questions to Ask for a Discount Strategy That Works

The fundamental premise is this: avoid giving discounts “because everyone does it”.

Any decision on the discount structure to offer to the public should always start from a simple question:

Sure, SELL … seems like the most obvious business owner database answer. But going into more detail, you can better define the discount strategy and you can dissect more complex and precise objectives. Let’s take a few examples:

• sell some unsold products / clear the warehouse;
• raise the average cart receipt;
• reactivate / reward existing customers (and strengthen create a google business profile for your business the commercial relationship with them);
• stimulate the arrival of new customers ;
• reward particular combinations of products ( product bundles , cross-selling), which can also be “convenient” from a logistical point of view for the seller;

Ultimately, of course, the macro-goal of increasing sales by exploiting the hype of the commercial moment will remain the implicit goal of everyone.

The types of discount available: let your imagination run wild, with an eye on the numbers

There is also great variety among the different types of discounts available. Some examples of promotional offers:

• promotions related to service extensions (e.g. product warranty or return timing).

Of course, one must always remember lack data the compromise that one must submit to in these cases: the greater the (perceived) discount, the greater the effects and potential sales, however the risks of devaluation of one’s products and collapse of margins will increase enormously .

The common sense advice is: do your math carefully and look at the average prices and typical discounts of the competition .

Finally, we report some useful suggestions, to be used as food for thought during the development of your own strategy.