If you have an eCommerce travel in this article you can find several useful insights to implement in your Marketing and Sales Strategy.
The ecommerce world has been booming in recent years, with a decisive turning point imparted by the pandemic change in buying habits.
But the upward trend seems to have to continue for the long term.
Therefore, many businesses have followed in the wake and opened an e commerce site (read also: E-commerce: all that glitters is not gold).
Then there is a particular area of e-commerce that is experiencing a real explosion: it is the ‘ experience ecommerce. What are we talking about?
An ecommerce site that sells experiences does not offer products that meet a practical need, but offers special experiences to the customer. These are ecommerces for travel, excursions, tastings, tours, spa tours, cooking classes, etc.
But why is this type of e-commerce so successful? And what are the most effective marketing strategies for selling experiences online?
This is precisely what we will tell you about in this article.
Ecommerce travel. Why do we like to buy experiences?
The success of e-commerce products that sell experiences is related to several factors. First, these products are able to create a emotional connection with the customer.
The choice to buy an experience (rather than a purely functional product) involves a search for emotional stimulation and personal satisfaction. After all, consumers today tend to seek something that makes them feel unique.
In this sense, these ecommerces also respond to the growing need for amore engaging and personalized shopping experience.
In addition, experience e-commerce has the advantage of selling a unique and nonreplicable product.
In a market increasingly saturated with standardized products, experiences are an original and different way to attract a potential customer.
These online shops have all the potential to develop their own brand and identity, creating a distinctive and memorable image.
Finally, the user perceives high added value. This perception grows further if, in addition to managing the online sale of the selected experience, the brand manages to do so in a professional, curated, and quality manner. Above all, by investing time and energy on the brand experience and user-centricity.
If you run or have decided to start an online store to sell travel, concerts, tastings or other experiences, read on. We’ll give you some tips for creating your strategy.
Travel ecommerce. Best strategies for the industry.
What can we learn from those who have already faced this challenge successfully?
Benefiting from the growth of this online business sector are travel agencies, accommodations, tour operators, gyms, and restaurants.
For example, in the last few years we have seen brands such as WeRoad or SiVola grow and establish themselves, which have been able to tap into increasingly felt needs of their target audience.
Then there are platforms that aggregate multiple offerings and allow the user to choose their experience from a wide range of possibilities. This, for example, is the case with GetYourGuide, TicketOne, etc.
These realities have one main characteristic in common: they have been able to intercept needs of their target audience. This is the most important thing to establish yourself in the market. Only after you have identified the positioning and target audience can you think about promotion.
But how to promote an online experience and what marketing strategies to adopt to sell experiences? Here are some tips you can apply for your dedicated marketing strategy.
Put the user at the center of ecommerce strategy
Everything about the ‘ user experience becomes crucial in e commerce strategies of this type.
It is much more so than in a physical store or an online shop for products or services that serve a practical function.
In such a unique industry, to increase sales you absolutely must create engagement and that is to engage the user and to make them feel part of the project.
For example, you can use social networks, creating communities of users who share a passion or experience.
To create the right mix of virtual and real you can organize live events and experiences where users can experience firsthand what you offer.
Customer testimonials and reviews are critical, to build trust and convey the quality of your offering.
What can’t miss on your e-commerce site
First of all, a good website dedicated to online purchasing experiences must give a lot of space to visual communication. Images and videos are very suitable tools to convey emotions and engage the user.
The copy also requires great care, both in terms of SEO optimization (to be found on search engines), as well as in terms of branding and uniqueness.
You need to work carefully on your Tone of Voice, to create a memorable and engaging dialogue with your users. Similarly, it is important to take care of UX Writing (writing geared to facilitate user navigation).
You will need it to walk you through the buying processes and reassure your potential customers of any concerns.
Inbound marketing, email marketing and top content
Another effective strategy for e-commerce that sells experiences is to useinbound marketing.
In this case, the goal is to create content that is useful and interesting to users, drawing them to your site and, subsequently, to purchase the experience.
For example, you can create video tutorials, practical guides, blogs, and informative articles on issues related to the experience offered. To better manage this you can use different channels: social, app, email marketing, etc.
High-level customer care
Selling online experiences also involves giving users a customer care at a high level, attentive and timely to dispel doubts and respond to very specific needs.
The service must be inclusive, to give all potential customers the opportunity to access the selected experience.
When it comes to experiences there can be setbacks, problems, canceled events, and so on.
Your customer care must be able to give clarification and reassurance, to handle the unexpected to better integrate the user experience with your brand.
Ecommerce travel: How to increase sales … conclusions
In conclusion, ecommerce businesses that sell experiences represent a great opportunity to create a value proposition and differentiate themselves from competitors.
However, to be successful in this field you need to know and know how to use the right marketing strategies.
Focus on user experience, visual and written communication, inbound marketing, engagement and customer care.
With a good dose of creativity and professionalism, building the brand and increasing sales of an e-commerce that sells experiences can bring you great satisfaction.
To do this, rely on professionals like Factory Communication.
For years, the agency has been supporting ecommerce businesses to find new potential customers and increase sales by creating a dedicated strategy and taking care of website, SEO and marketing activities.
Learn about Factory’s service for your online store.
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