With all the issues presently surrounding us, a flash sale may be a good time for some brands to consider.

Why?

Because of lockdowns, more people than ever are depending on digital media, not just to communicate, but also to search and shop. Done right with the proper brand and timing, a flash sale has the potential to secure new customers, reactivate former ones, get rid of surplus inventory, and/or acknowledge a brand’s best customers.

Things to Ponder

There are some important things to consider before launching a flash sale. One of the most critical are the expected short and long-term benefits for doing this. Brands that pay for ads also need to consider whether a reduced price will appeal to consumers or simply result in one-time new buyers. The big question is what to promote in a flash sale. Home product, supplies and staples are already in high demand but there are other things that would likely appeal during a lockdown. They include family-oriented products like games, how-to videos and other entertainment activities, even karaoke.

While travel is discouraged and even prohibited in numerous areas, many venues, destinations and museums are offering free virtual tours. Are there opportunities for related brands to partner or sponsor some of these?

One of the most difficult considerations is estimating how much inventory will be needed once the decision to proceed is made. There are dozens of sayings that contain the word, “Be careful what you wish for” or variations of that.

Before launching a flash sale, the other critical factor is making sure that the brand’s supplier can also keep up with demand and fill inventory. Brands that use a fulfillment house also need to be sure it has the staff and ability to handle a rush of orders within a short period of time.

Other Considerations

Give loyal customers “first dibs” on the flash sale. This could go a long way in ensuring their continued dedication. Emails and/or text messages letting them know they’re first to be informed and that they’re special will go a long way. Rewarding them for passing along information about the upcoming flash sale for new customers will also score a ton of points.

Another well-worn phrase is “timing is everything.” That is especially true in promoting a flash sale. Brands that have been gathering and analyzing customer data need to inspect their data to determine the best days and times to alert and remind loyal customers of the advance alert, when it ends and becomes public.

Internally, a brand must be ready for a flood of business. This doesn’t just include those who receive the orders, but also the shipping department and customer service, especially if the latter is currently working remotely. Continue to gather more information about customers.

Customer service will be important during a crush. Ensure they have a promo code they can use to offer a price adjustment to consumers who may have had a difficult experience and that they are equipped to assist consumers who abandon their carts and need assistance.

Follow-up is key, especially with new and reclaimed customers.  Use the additional information that’s been gathered to further narrow down consumer tastes and interests so that future communications can be better tailored.

As usual, track and measure results. These will be invaluable in assessing the current flash sale as well as planning future ones.

About the Author: Ronn Torossian is the CEO and Founder of 5W Public Relations,  a leading digital pr and influencer marketing agency.