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Shoper analyzed the holiday shopping baskets of Poles in online stores. This summer we are most likely to reach for dietary supplements, window tinting films and building materials. What do customers pay attention to during summer shopping? An expert answers Shoper.
Summer is a period when the pace in Polish e-commerce slows down a bit. Nevertheless, demand for some seasonal products is growing year on year. According to data from the Shoper Payments (which is a dedicated payment system for online stores Shoper), July sales of stores offering dietary supplements and pharmacy products increased by as much as 129% (compared to last year's results). In summer, we focus on improving our fitness, health and beauty, which is why body-enhancing preparations are so effectively part of summer shopping trends.
A vacation marked by sun protection and... renovation?
Sunscreen is also becoming increasingly important for Poles. In July, according to data from Shoper Payments, selected online stores offering sunscreen films recorded as much as 40% growth in sales. This is primarily due to the need to be more comfortable during long, sunny days. The holiday weather is apparently also conducive to renovations, as some of the online stores offering building supplies reported as much as a 3-fold increase in sales, compared to last year.
- As AMPLUS, we see that solar film is attracting customers with its effective heat reduction and comfort enhancement. Unlike air-conditioning, the film does not make people sick, while at the same time allowing individuals and companies that already have air-conditioning to save significantly. - comments the owner of the AMPLUS online store, a manufacturer and distributor of various types of window film.
What do customers expect?
According to experts at Shoper, e-commerce customers primarily pay attention to the value a specific product gives them, how well it meets their expectations, solves problems or satisfies a specific need.
- Consumers don't just focus on price, but also on what benefits they will get from their purchase. These can be tangible benefits, such as durability or functionality, but also intangible benefits, such as greater satisfaction or convenience.says Artur Halik, Head of Sales at Shoper . "The more value a customer sees in a product, the more inclined they are to buy it, even if the price is high," he adds.
What should vendors offer?
Consequently, online store owners should focus on highlighting not only the features of a product, but more importantly the benefits of buying it. To effectively attract and retain customers, retailers should also quickly adapt their offerings to current trends, introducing new products or updating available items, depending on current sales hits.
What else can retailers do to sell more effectively in the summer?
- A good way to increase sales in the summer is to combine offers, that is, to create sets of products with similar themes. In addition, it is worth emphasizing seasonal campaigns that will promote summer gadgets and accessories. Here it's worth emphasizing the way the products are used and the effects that can be achieved with them. It will also be a good idea to introduce price reductions on selected product groups at the end of summer. Customers sometimes wait for these promotions all summer long," Halik noted.
Personalization of offers is also key. Customers' attention is especially drawn to those products that are tailored to their individual needs. It is worth using AI (artificial intelligence)-based tools for this purpose, which can effectively help increase sales effectiveness and thus encourage customers to buy.
- Online store owners who use our platform especially appreciate the ability to create personalized offers using the service Shoper Recommendations. Thanks to such solutions, sellers can quickly and effectively propose products contextually tailored to the needs and individual preferences of their customers," Halik stresses.
About the company Shoper
Shoper is a leader in e-commerce solutions in Poland. The company provides the necessary infrastructure for e-commerce. In addition to software for running an online store, it also offers a range of services to support sales. These include online payments, Digital Ads, logistics services and business financing. Among others, brands such as Gym Glamour, WK Dzik, Irving and Doppelherz operate on the Shoper platform. Since July 2021, Shoper has been listed on the Warsaw Stock Exchange and has been part of the sWIG80 index since December 2021. Check out more information about the company at: www.shoper.pl
Paulina Kaszuba
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