Viral trends represent a golden opportunity to increase sales, but you need to know how and when to enter them and especially when to leave. For Ecommerce in Practice, a global leader in e-commerce education, entrepreneurs must have a strategic look to take advantage trends, attract new consumers, strengthen your brand and focus on the loyalty of this audience.
“We see the impact of these trends very clearly. An example is the increase of 2000% in the amount of items sold under the name capivara’ registered on the platform of Nuvemshop. This shows how the cultural behaviors of the internet can be directly reflected in e-commerce. But it is essential to act with awareness and not let go by the emotion”, says Ana Clara Magalhaes, marketing specialist and senior acquisition manager of Ecommerce in Practice.
Check out the main tips from the expert to turn a trend into a sales opportunity:
1) Be aware of the movements of society: understand what is happening in the world & on the internet & social media is the first step. Trends arise from memes, viral videos, influencers or social movements. “You do not need to follow everything that is on the rise, but you must identify what makes sense to your audience. This requires active listening on social networks and curiosity to follow the trends. Only then you know when there is real potential to become a product”, explains Ana Clara.
2) Adapt the trend to your niche: not every trend needs to be followed to the letter: the ideal is to adapt what is on the rise to the identity of your brand or the interests of your audience, generating more connection and sales. “In the case of capybaras, for example, you do not necessarily need to sell plush. You can use the theme in a print, decoration, references of a fun campaign or even in the content of social networks. The important thing is to incorporate what is viralizing in a way that makes sense for your business”, he orients.
3) Test before investing heavy: before betting high on a new demand, try it. Make a limited launch or even a custom product to feel the receptivity of the market.“Small tests avoid losses and help to understand if the trend has breath or if it will have a peak and decline. In general, the latter is what occurs, whether in the short or medium term, so filling the stock of products may not be the best initial path. . In digital, everything changes very fast, so experimentation is a valuable ally”, or Ana guides.
4) Prepare to replenish stock quickly: when the product starts selling well, the response time needs to be fast; a good negotiation with suppliers and logistics partners will make all the difference.“On the other hand, slowness can make you miss the best part of the trend. So always have a plan B for replacement and evaluate if the supplier is able to deliver at the pace that the trend requires”, says the manager.
5) Use the trend to retain customers: more than selling, the trend can be an entry point to build a relationship with new consumers. “If someone arrived at your store because of a viral product, this is the time to show other differentials of your business. Send a gift, offer a coupon for the next purchase or have your site prepared to add complementary and similar offers focused on increasing the immediate average ticket or the subsequent buyback. The first contact is very important to offer a good customer experience and start betting on strategies to retain”, concludes Ana Clara.
