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Is it better to focus on marketing/advertising the most popular products or pushing new ones?

by Melanie Kate
5 replies
I run an e-retailer of luxury goods (nuts, fruits, chocolates)/gift baskets etc. and there are some products that constantly out-sell everything else. My background is IT not marketing so please excuse my lack of knowledge of terms. Basically what I'm wanting to know is whether there are any theories to explain whether it is better to focus* on selling more of an already popular product, or whether it is better to try to get more sales of less popular products (and hope that the popular products will remain at the current level of sales, while bringing up less popular products). *I would 'focus' on selling either way by promoting on the front page of the website, through cross-selling and by pushing these products in our DMs/social media.

I hope that makes sense...

I tried googling this but it's difficult without knowing relevant terms etc. Any help appreciated cheers
#focus #marketing or advertising #popular #products #pushing
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  • Profile picture of the author GordonJ
    Originally Posted by Melanie Kate View Post

    I run an e-retailer of luxury goods (nuts, fruits, chocolates)/gift baskets etc. and there are some products that constantly out-sell everything else. My background is IT not marketing so please excuse my lack of knowledge of terms. Basically what I'm wanting to know is whether there are any theories to explain whether it is better to focus* on selling more of an already popular product, or whether it is better to try to get more sales of less popular products (and hope that the popular products will remain at the current level of sales, while bringing up less popular products). *I would 'focus' on selling either way by promoting on the front page of the website, through cross-selling and by pushing these products in our DMs/social media.

    I hope that makes sense...

    I tried googling this but it's difficult without knowing relevant terms etc. Any help appreciated cheers
    I would advise you to focus on selling more of your best sellers, and then offer small free samples of other products when you fulfill the order, along with a discount coupon for future buys.

    You have BUYERS, and that is the most important thing, so encourage them to refer people to you, for bonuses, discounts, and keep your best sellers center stage, while offering less popular products too.

    It sounds like you are either already doing this, or will soon implement your plan, I would want to know WHY my customers prefer one thing more than another, your buyer data can be very useful for long range planning.

    GordonJ
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    • Profile picture of the author Melanie Kate
      Thank you, very helpful. It seems that customers are buying more of what they perceive to be the better value products (even though I know they are all the same mark up).
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  • Profile picture of the author Gambino
    Originally Posted by Melanie Kate View Post

    My background is IT not marketing so please excuse my lack of knowledge of terms. Basically what I'm wanting to know is whether there are any theories to explain whether it is better to focus* on selling more of an already popular product, or whether it is better to try to get more sales of less popular products (and hope that the popular products will remain at the current level of sales, while bringing up less popular products).
    It's equally important to do both. But, it sounds like you're more actively selling than passively selling. The simplest way to sell is to connect people seeking certain products with those products, as opposed to trying to convince someone that they need something. What information do you have about your customers/visitors? What, exactly are they seeking and which of your products are most likely to satisfy their needs? Those are the products that I would 'feature'.

    The way I look at eCommerce is that every product in your store in a potential introductory product that could get your visitors to open their wallet and do business with you. Then, it's all about connecting users with the products that they are looking for. Once they're connected with the product, then focus on crossells and upsells of related products or larger quantities.
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  • Profile picture of the author George Flm
    I don't promote product launches, just "unpopular" products that fly under the radar.

    Don't be like Joe and Marry out there - when others zig, you zag.
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  • Profile picture of the author dave_hermansen
    Of course it makes sense to promote the most popular products on your website. That's where the demand is. You can use remarketing newsletters to offer other products to people who have already purchased ("you might also like ...").
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