Tips and advice on how to drive more sales
Melbourne furniture retailer BROSA took part in its first Afterpay Day in 2020. And, says the brand, it won’t be the last time it participates.
“We were extremely surprised with the sales uplift and traffic that we received from the exposure on Afterpay’s channels,” says BROSA’s head of marketing Renee Rosperich, who adds that sales rose by 573 per cent during the four-day sale. “It not only met our expectations but exceeded them.”
For retailers like BROSA, Afterpay Day has become an increasingly important date on the retail calendar – much like Boxing Day or Cyber Monday.
“Every year we get amazing feedback from retailers,” says Afterpay campaign marketing manager Mikaela Wagner. “It’s become a key retail moment for them.”
“Afterpay Day has become a key moment for retailers”
And it’s no wonder – in August 2020 during the Afterpay Day, the average order value (AOV) for participating retailers rose by 10 per cent, while overall sales were up 26 per cent compared to the previous event.
But the benefits go well beyond the sales period itself, says Dominique Greenfield, Afterpay’s engagement marketing lead.
“Afterpay Day is not only a way for retailers to engage their existing customer base – but it can help acquire new customers.”
That’s because Afterpay invests in a substantial marketing campaign to promote the sale, in order to drive customers to the Afterpay shopping directory to find discounts and deals.
“The Afterpay Shop Directory essentially becomes a marketing engine for retailers. It’s the interface between merchants and consumers,” says Greenfield.
Last year, during the August Afterpay Day, the shop directory drove more than two million Australian and New Zealand leads to retailers participating in the sale – meaning many retailers reached new audiences and customers.
But in order to gain maximum benefits, it’s important for retailers to adequately prepare.
Here are the top tips from the Afterpay marketing team.