How to drive more sales with Afterpay Day
Real retailers share how to make the most of Afterpay’s key sales event
In the competitive footwear market, it’s important to stay one step ahead of the rest. That’s why Melbourne brand Rollie Nation - known for its colourful, stylish loafers, trainers and flats - regularly takes part in Afterpay Day.
“It’s just really great to get exposure to that Afterpay audience of core Gen Z and Millennial shoppers,” says Nishtha Mohil, Rollie’s digital and e-commerce manager.
This year, sales soared by 1116%* during the Afterpay Day Sale period, and the sale attracted hundreds of new customers. It also helped re-engage lapsed customers; around one-fifth of those who shopped during the sale hadn’t shopped with Rollie Nation for more than six months.
“We saw great results and we were really happy,” says Mohil, who adds that Afterpay Day is one of only three sales events the brand takes part in.
Reaching a new audience is a key benefit, she says. “We’re a growing brand and Afterpay gets a lot of traffic, with customers using it as a discovery platform.”
Afterpay gets a lot of traffic, with customers using it as a discovery platform.
Cocktail mixers e-tailer Mr. Consistent saw similarly impressive results from the most recent Afterpay Day event.
Revenue increased by more than 400 per cent during Afterpay Day in August with Mr Consistent. marketing manager Brittany Stimson saying: “We’re extremely happy with the success.”
Another key result from Afterpay Day was that referrals surged by 3100 per cent.
How to make the most of Afterpay Day
Register your offer: To be featured in Afterpay’s Shop Directory of sales offers, retailers must pre-register their offer or discount.
Create an enticing offer: Develop a sale offer that will engage your customers. Most recently, Mr Consistent. created a gift with purchase offer, while Rollie Nation offered 30 per cent off, storewide.
Offering early access is a good way to get early traction.
Pre-promote the sale: Ensure your customers know that Afterpay Day is coming. Rollie Nation begun advertising the sale across its email and social channels several days before, and also offered a VIP preview for subscribers. “Offering early access is a good hack,” says Mohil. “You get early traction and it helps with being front of mind.”
Train your staff: Before Afterpay Day begins, ensure your staff – both in-store and online customer support – are familiar with the discount or offer and understand how to use Afterpay.
Source: Afterpay Internal Data 2021.
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