A few months ago we were approached by a company that wanted to promote inexpensive Belarusian decorative cosmetics on the Georgian market.
As in any business, first of all we started our promotion with the creation of social networks (Instagram, Facebook). Unfortunately, the company did not have the funds to develop an online store, which, in principle, is not necessary for a successful start in any country in the world.
I would like to note that this is a fairly budgetary cosmetics with an average product price of 15GEL. Of course, this was the main factor behind the high interest in the first month.
With advertising costs of $5 per day for each social network, we covered all our expenses (under the confidentiality agreement, we cannot give specific numbers). However, in the first month of work, we reached an average bill of 20GEL.
After the first month of work, we realized that the most illiquid product in our warehouse is lipstick (this was due to restrictions – wearing masks on the streets).
We decided to get rid of stocks of unclaimed goods by increasing the average check.
We have proposed the following scheme:
– To launch illiquid goods with a 50% discount on the action (the cost taking into account the action was 5GEL), thus making them a “magnet” for potential buyers.
– Carry out free delivery to the client’s home when buying from 30GEL. Regular shipping cost – 3GEL
When a buyer wanted to purchase a product within promotion, we warned that if he/she buys only this product, then he/she will have to pay extra for delivery, which added 40% to the cost of the product.
Therefore, he willingly agreed to purchase additional items in order to take advantage of free delivery services.
Thus, the scheme for increasing the average check might look like this:
– Lead magnet
– Additional introduction of the minimum order amount, which provides a number of advantages (for instance, free delivery, gift, additional discount). By the way, there could be several such “goals” for receiving an additional bonus.
Besides that, it is surprising that given the greater popularity of Facebook in Georgia, the number of sales for 3 months of our work has grown significantly through Instagram. Plus, it is in this network that people turn to us with a second purchase. In our opinion, this arises due to the fact that users have more trust in Instagram, and the audience is more solvent.
