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New versus Best Sellers and how best to leverage them both
Highlighting new items and best-selling items is just good marketing. They are both great way’s to get customer’s attention, but they function differently in marketing, though there is overlap in the type of customer they will appeal to. Let’s start with best sellers.
Best Sellers
These are the most popular products and the backbone of your store’s sales. Never underestimate the awesome power of best sellers. Merchants have something called the 80/20 rule where 80% of sales come from 20% of products. Where stores get into trouble is that they get bored. I remember when I was an Art Director at L.L. Bean everyone was sick to death of telling the bean boot story. That’s the story about how L.L. sold his first batch of bean boots but most of them fell apart. He took back every broken pair and replaced them with the now famous bean boot and the rest is history. It’s a great story. Every time we ran it, sales went up. Especially with new customers. But everyone in the company had heard it a thousand times so they rolled their eyes when it came up. Best sellers are like that. They are often the tried and true, boring products, that just keep selling. Not the shiny new products that everyone is excited about. Do you have a best seller collection? You should, it’s easy and it works. Customers who are new to your brand will be looking to see if you have anything that interests them. Best sellers are best sellers for a reason, make sure they’re featured on your home page. Use them on landing pages for ads and promotions. Think of them as both a gateway drug to your brand and a favorite bedtime story you can tell often.
Does Your Site Do This?
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New
New is also powerful, but serves a different purpose and a different customer. New is a magic word, customers never get tired of it. (There’s a Bar Hop on magic words that may be of interest.) Your existing customers will already be familiar with your best sellers so new items are the best way to get their attention. On a Shopify website it’s easy to create a collection of new items that keeps itself automatically updated. Having an automated NEW collection is an easy set it, and forget it strategy. You can also make sure your home page shows some new items, so that returning customers have a reason to stop by. There’s an important truth in marketing that it’s easier to get more customers to buy, than it is to get customers to buy more. Best sellers are more likely to get customers to buy than new items. It goes back to the 80/20 rule. If you don’t know if you should feature a best seller or a new item, go with the best seller. Most of you traffic will be new visitors and best sellers are your best bet.
Is that all there is?
So is that all there is to NEW and Best sellers? Nope. You can use this strategy in your ads and customer emails. In ads, focus on best sellers. They are already proven winners. In existing customer emails, focus on New with a dash of best seller. Think of it as you get new customers in the door with best sellers and then keep them interested with new items. Best sellers are also a treasure trove of goodness for emails that don’t offer discounts. Your customers love these items so talk about where they came from, what makes them amazing, all their benefits, and finish with other items that are similar, complimentary, or also best sellers. If you only send out discount emails you are going away free money and training your customers that they shouldn’t pay full price.
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