Latest sales index figures released by IMRG Capgemini show great news for retailers in the health and beauty sector.
Online sales of health and beauty products in February 2010 were nearly one third up on those for the same period last year.
Other sectors that fared well included lingerie – up 30% – and beers, wines and spirits – up 20%.
In total, an estimated £4.1bn was spent online in February, compared to £3.6bn in 2009.
The marketing power of Valentine’s Day was clearly a driver in these booming figures. It seems not only has romance never gone away – it’s gone well and truly online.
As consumers’ confidence in buying online, and in finding value online continues to grow, the opportunities for retail businesses to tap into seasonal sales opportunities like Valentine’s Day fit perfectly with internet and email marketing.
Email marketing is a great tool for driving seasonal online sales through timely, targeted, and carefully personalized email campaigns. Start the communications far enough in advance to be able to build up a dialogue, offer earlybird sign up to seasonal discounts or gifts, and build in referrals and recommend-a-friend offers.
And remember to create specific campaign landing pages to welcome and convert the seasonal campaign traffic you are driving.
Use your website to invite browsers to sign up for your next seasonal campaign offer and tell them what’s in it for them. Use both time and purchase related triggered emails to target the messages even more tightly, and take some of the workload off your marketing team.