We have sold four units of a $75.00 item in the last week. It was not until the fourth sale that we realised the connection of the sales.
The first purchase was a result of a Facebook post we published and boosted for $3.00. That purchase was the first time the shopper had been in our store. They visited having asked us a couple of questions about the product at around 9:30pm at night, on Facebook.
A friend of the first shopper was in two days later and purchased the same item.
A friend of the friend was in the next day, purchasing the same item.
The first shopper was back yesterday, purchasing the same item to post to a family member. That is when we learned of the ripple effect value of the boosted Facebook post.
Two factors played in our favour – the boosted post and being accessible to answer a customer query at 9:30pm. Combined, those two things won us $300.00 in sales and a customer who will return.
Being online takes a range of forms. It does not necessarily mean having a website. However, it does mean being accessible when people want to browse and shop.
The data I see, from a range of retail business websites in different retail channels, show that after 8pm is the busiest online sales time in Australia, through until midnight. If you have any online presence, it is vital you are accessible during this time.
Welcome to the new retail paradigm.