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Seasonal decline in sales
Summer, autumn, winter, spring. Today is a sunny day, tomorrow rainy and windy, debilitating heat or stifling frost. Each season has its own charms and disadvantages, and also marketing problems.
Website traffic, online shop sales, average cheque and profit very often depend on the month and time of year. Fluctuations in demand and decline in sales are characteristic of many types of business, and in some topics can have a very strong impact on demand. That is why the seasonality factor should be taken into account when running a dropshipping business and e-commerce in general.
Website traffic, online shop sales, average cheque and profit very often depend on the month and time of year. Fluctuations in demand and decline in sales are characteristic of many types of business, and in some topics can have a very strong impact on demand. That is why the seasonality factor should be taken into account when running a dropshipping business and e-commerce in general.
Measuring seasonality
Is your business experiencing a seasonal downturn and you don't know what to do? The good news is that seasonality can be measured. All you need to do is compare the actual average sales for a particular period to the theoretical average of that characteristic for all periods or for previous years. To do this, divide the sales figure for one month by the total sales figure for the year. If you don't have such data yet or you have just started a business, let's work with TON OP doo ltd to understand where and how to find it.
Capture and analyse
If in some period of time your business works actively, customers make orders, but suddenly the demand drops and income decreases, then, most likely, you have entered the peak of seasonal decline in sales. You should prepare for such a situation in advance.
This means that it is necessary to monitor and record the results of the company's activity constantly, in real time, analysing the turnover figures and the company's margin during the year:
Tools for analysing seasonality
By analysing search trends for keyword phrases using Google Trends, you can identify the search peaks of user searches on the search engine for keywords of interest, by period, geographical area and over several years.
Get accurate information about the monthly search volume for keywords of interest by using Google Ads, a tool used to manage Google's advertising campaigns. Study carefully the history of statistics, periods of demand and decline.
Analyse your website traffic over a period of time using Google Analytics. Identify products subject to strong seasonality by observing the statistics of visits to your various pages.
Is your business experiencing a seasonal downturn and you don't know what to do? The good news is that seasonality can be measured. All you need to do is compare the actual average sales for a particular period to the theoretical average of that characteristic for all periods or for previous years. To do this, divide the sales figure for one month by the total sales figure for the year. If you don't have such data yet or you have just started a business, let's work with TON OP doo ltd to understand where and how to find it.
Capture and analyse
If in some period of time your business works actively, customers make orders, but suddenly the demand drops and income decreases, then, most likely, you have entered the peak of seasonal decline in sales. You should prepare for such a situation in advance.
This means that it is necessary to monitor and record the results of the company's activity constantly, in real time, analysing the turnover figures and the company's margin during the year:
- By period: week, month, year
- By product family and types of services
- By sales channel: face-to-face, in-store, online, social media
- By geography and demographics
- By customer type: medium basket, mini and maxi
- By marketing, promotion and communications
- By conversion rate: number of customers/number of potential customers
- By number of returns and average customer lifetime value
Tools for analysing seasonality
By analysing search trends for keyword phrases using Google Trends, you can identify the search peaks of user searches on the search engine for keywords of interest, by period, geographical area and over several years.
Get accurate information about the monthly search volume for keywords of interest by using Google Ads, a tool used to manage Google's advertising campaigns. Study carefully the history of statistics, periods of demand and decline.
Analyse your website traffic over a period of time using Google Analytics. Identify products subject to strong seasonality by observing the statistics of visits to your various pages.
Competitor market research
Analyse what your competitors are doing and use interesting ideas for your own campaign. Keep an eye on their methods of promoting seasonal goods, traffic sources, websites and social networks. Take the best and add your own. Is your direct competitor changing prices? What kind of reviews do customers leave on his website or e-commerce platform? This way you'll identify which products are seasonal and can bring them back into your sales.
Offer giveaways and adapt your prices according to the season
When they talk about seasonality in sales, they mean the peak of customer activity due to specific events. During this period, you can offer discounts, discounted rates, and special prices. Create a sense of urgency and unique offers.
Analyse what your competitors are doing and use interesting ideas for your own campaign. Keep an eye on their methods of promoting seasonal goods, traffic sources, websites and social networks. Take the best and add your own. Is your direct competitor changing prices? What kind of reviews do customers leave on his website or e-commerce platform? This way you'll identify which products are seasonal and can bring them back into your sales.
Offer giveaways and adapt your prices according to the season
When they talk about seasonality in sales, they mean the peak of customer activity due to specific events. During this period, you can offer discounts, discounted rates, and special prices. Create a sense of urgency and unique offers.
Risk diversification
If a downturn in sales occurs regularly, consider expanding your business into other areas to reduce your reliance on one season or product.
Think about what products or services might be more in demand during a seasonal downturn. It may be worth expanding your product range or offering new products that are relevant at this time.
Seasonal advertising
Create advertising campaigns that emphasise the features and benefits of your products or services specifically during a seasonal downturn. Focus on how your product can solve specific problems that customers face during this period.
Create interesting and useful content related to your niche and seasonal trends. This will help you stay engaged with your audience even during a downturn in sales.
Use email marketing to keep your audience regularly informed, share news and promotions, and send out special offers. Create useful content, keep in touch with your customers.
Forecast Automation
There is no one-size-fits-all solution to combat a seasonal sales slump, as every business has its own peculiarities. Combining different approaches and adapting them to your specific situation can lead to the best results.
A digital product of TON OP doo ltd, the TON OP programme is the ideal solution for preparing for seasonal sales. It makes product information management simple and efficient. Product data from different sources (CRM, GED, ERP) are combined for centralised storage in a single space. TONOP company automatically collects sales data in real time, analyses the current state of sales, and independently calculates the optimal model of work in the off-season.
Thanks to us, the user creates his own unique information repository, integrating all data and personalising product feeds according to the online sales channel.
If a downturn in sales occurs regularly, consider expanding your business into other areas to reduce your reliance on one season or product.
Think about what products or services might be more in demand during a seasonal downturn. It may be worth expanding your product range or offering new products that are relevant at this time.
Seasonal advertising
Create advertising campaigns that emphasise the features and benefits of your products or services specifically during a seasonal downturn. Focus on how your product can solve specific problems that customers face during this period.
Create interesting and useful content related to your niche and seasonal trends. This will help you stay engaged with your audience even during a downturn in sales.
Use email marketing to keep your audience regularly informed, share news and promotions, and send out special offers. Create useful content, keep in touch with your customers.
Forecast Automation
There is no one-size-fits-all solution to combat a seasonal sales slump, as every business has its own peculiarities. Combining different approaches and adapting them to your specific situation can lead to the best results.
A digital product of TON OP doo ltd, the TON OP programme is the ideal solution for preparing for seasonal sales. It makes product information management simple and efficient. Product data from different sources (CRM, GED, ERP) are combined for centralised storage in a single space. TONOP company automatically collects sales data in real time, analyses the current state of sales, and independently calculates the optimal model of work in the off-season.
Thanks to us, the user creates his own unique information repository, integrating all data and personalising product feeds according to the online sales channel.
Our Contacts
Do you have any questions? Send us an request via this form!
TON OP DOO LTD
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg
Address: 8 BORBA STR., PLOVDIV, BULGARIA, 4021
Mail: info@tonop.bg