Shifting consumer behavior from on-demand to pre-sales and sign-ups
There is an ongoing shift in consumer purchasing behaviour across the entire online retail industry. In lieu of traditional e-commerce funnels where customers put items in a basket before checkout, pre-sales and “raffles” are becoming increasingly popular as a result of cheaper manufacturing in limited quantities and at higher speed.
The shift has driven e-commerce businesses to invent new ways for consumers to purchase online in order to provide a better shopping experience, mitigate risk associated with flash peaks in traffic, and manage bots and fraudulent behaviour.
Imagine standing in line to purchase a product from the local sneaker boutique. Queueing together with hundreds of thousands of people. Now also imagine that the sneaker boutique only stock a handful of products, meaning that every person in line is likely to never even get the offer to make a purchase. It doesn’t make for a great shopping experience and it's definitely not the way to acquire new customers. This was the challenge we were tasked to solve for Sneakersnstuff, whose growth strategy is fuelled by the global hype for limited edition sneakers.
"By introducing raffles and sign-ups we're able to get higher sell-through"
In order to provide a better experience that caters to the shift in customer expectations about how to purchase products online, we extended functionality in our proprietary e-commerce platform EDGE that allows Sneakersnstuff to connect multiple sales channels, such as a dedicated “raffle” web application as well as a custom mobile app. Aside from allowing customers to partake in pre-sales and raffles, the external systems are designed to store business-critical data to continue to work on its own. This is particularly important when dealing with high-demand products online, where each different system needs to manage its own set of security and mitigation measures. Customer and order profiles are consolidated in EDGE to provide better mitigation of bots and minimize fraudulent activity, to create the best and most fair user experience.
Since its release, the raffle platform has become a substantial source of income for Sneakersnstuff. Today, roughly 50% of all online sales are generated through raffles.
Additionally, within the first two months of launching the mobile app, we registered more than 400,000 verified app users. The app enables customers to sign up for pre-releases and raffles with just one click, and works as a great communications tool for Sneakersnstuff by utilizing the power and user engagement of native push notifications.
- Roughly 50% of all online sales are generated through raffles.
- More than 400,000 verified app users within the first two months of launching the app.
- The app enables customers to sign up for pre-releases and raffles with just one click, and make up a great communication tool for Sneakersnstuff by utilizing the power and user engagement of native push notifications.
- An average of more than 230,000 app feed views per day the first two months after launching the app.
- Managed to substantially lower costs related to keeping stock, paid marketing (SEM), and product discounts.
Technology, E-commerce SaaS (Software as a Service), Strategy