The End of the Financial Year (EOFY) sale is a fantastic opportunity for businesses to meet their customers’ needs, and for consumers and businesses to make important purchases ahead of the new financial year. As Aussies nationwide gear up to spend money, businesses need to set themselves apart from their competition. At Drive Yello, we’re passionate about working with Australian businesses to improve their customer service, unique selling points, and ultimately, their sales through our fast last-mile delivery services. In this blog we’ve broken down the hallmarks of a successful EOFY sales strategy, how last-mile delivery offers a big advantage, and how you can make the most of this year’s End of Financial Year sales.
In Australia, The EOFY falls on June 30th each year, and the sale in the leadup usually begins two weeks to a month earlier. EOFY is anything but a frivolous retail holiday – it’s a powerful occasion for corporations, businesses of all sizes, and families and individuals to make important investments for their businesses, snag great deals, and secure tax benefits in the process. It’s also a great occasion for businesses to capture business from existing and new customers through well-targeted campaigns, boosted customer service, and on demand delivery.
A few key numbers to inspire your EOFY sales strategy this year:
- According to B and T, 90% of Austalians are looking to spend money on good deals during the EOFY season
- 43% of Australians say they’re open to trying out new businesses and services during the EOFY sale. This is a great time to reach new audiences!
- Australians are expected to spend around $15 billion in the last two weeks of June
- 66% of Australian consumers say fast delivery times and online tracking are top priorities when shopping online
So now that we know that Aussies are in a buying mood around the EOFY, how can businesses position themselves to make the retail occasion a successful one? Here are seven hallmarks of a great EOFY marketing campaign.
A successful EOFY marketing strategy begins with early planning. Planning ahead involves setting clear, trackable goals, identifying your target audiences, crafting tailored messages to capture these audiences, and choosing the right offers to attract them.
Knowing your target audience
Make sure you know your target audience’s needs, preferences, and pain points ahead of the campaign planning process. Once you know who you’re trying to reach, you can tailor your messaging, offers, and the channels you use to communicate with your ideal customer.
Offering compelling deals and incentives
This time of year, your customers are looking for a great deal. Now’s the time to craft compelling offers and incentives that align with the interests and needs of your target audience.
Leverage multi-channel marketing
Make sure you reach your audiences effectively by utilising a variety of marketing channels for your EOFY messaging.
Create compelling branding and content
Don’t get lost in the noise this EOFY season. Ensure that your messaging, visuals, and tone of voice all reflect your brand’s identity and resonate with your target audience.
Offer a seamless customer experience
Focus on providing a seamless customer experience from start to finish. Make sure your website is easy to navigate, that your checkout and delivery process is smooth and quick, and that your customer service is helpful and ultra responsive.
Offer fast delivery
Research shows that modern consumers want fast delivery – and by fast delivery they don’t mean in a day or two, they mean same-day delivery. Meeting this modern expectation not only enhances the overall customer experience, but it sets your business apart from competitors, and can reduce cart abandonment. On-demand delivery has become a key hallmark of a successful EOFY marketing strategy, and luckily, offering it is no longer a logistical headache. We’ve taken the stress out of it for you.
Overall, on demand delivery supports businesses in capturing their EOFY target audience by providing speed, convenience, flexibility, transparency, scalability, and an important competitive advantage. To prepare yourself and your business for increased delivery activity during EOFY sales, we recommend taking the following steps:
- Sign up to a last mile delivery company ahead of the sales season to give time to test and curate your best solution with the support of your delivery partner
- Train your team to use the delivery platform to ensure everything runs smoothly when sales pick up – and make sure you take advantage of your delivery customer service team
- Build up the excitement with your customers – promote your new express deliveries options ahead of time to build anticipation
- Make sure you’re fully stocked to meet demand
- Prepare for easy and quick handovers when your courier comes to pick up the deliveries
The benefits of offering fast delivery
With the right preparations in place, here are some of the key benefits a fast and reliable last-mile delivery company can offer your business:
- Speed and convenience
- Real-time tracking and transparency
- Scalability and capacity
- Competitive advantage
- Improved brand perception
Speed and convenience
On demand delivery allows you to meet the expectations of modern consumers, meet tight deadlines, process orders quickly, and improve customer satisfaction.
With tailored on demand delivery you can allow your customers to schedule a delivery ahead of time, ensuring they (or the recipient) will be home to receive it. By choosing a delivery partner that offers several delivery options, you’re also able to customise your delivery solution to your business’ needs at that time.
Real-time tracking and transparency
With real-time delivery tracking there’s no need to worry how far away an order is. This offers peace of mind for customers and reduces the amount of customer-service interactions for businesses.
Scalability and capacity
On-demand delivery offers scalability and capacity, enabling businesses to handle high order volumes during peak periods such as EOFY sales.
Modern customers want fast delivery, and providing reliable fast delivery offers an important competitive advantage. This is especially important during sales periods when customers are ready to spend money on the right deals and products.
Improved brand perception
Offering a reliable and fast service fosters trust, positive word-of-mouth, repeat purchases, and brand loyalty. By offering fast, trackable, and reliable deliveries, businesses can improve their overall brand perception and customer satisfaction.
Is your business ready for the 2023 EOFY sale? Reach out to the friendly team at Drive Yello to discover how you can leverage last mile delivery this EOFY season.
Whether you’re yet to leverage last-mile delivery, or you’re looking for a new delivery partner that can offer you a hand-in-glove service, we’re here to help. Drive Yello offers scalable, tailored delivery services that help businesses of all sizes meet customers expectations, improve customer satisfaction, and increase revenue. Drive Yello has partnered with some of Australia’s most trusted businesses to deliver goods on time and with care, including Woolworths, Coles, BWS, Dan Murphy’s, Cue, EB Games, Big W and many more.
Don’t let your customers’ carts go abandoned this sales season – start a conversation with the friendly team at Drive Yello today.
Author: Tracy Dudakov, Marketing Manager
B & T: Shopper Study: 90% Of Aussies Hunting Bargains In EOFY Sales – B&T.
NRA (National Retail Association): $15 billion forecast for EOFY sales | NRA Australia