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~ ESW ~

2. Adding a pre-sale event
A pre-sale event lets you sell
items and realise revenue before
the product hits your warehouse.
In addition to revenue, there are
numerous benefits to offering a pre-
sale.
• Ensure your buying strategy
aligns with customer
demand
• Market research
• Inform online
merchandising
• Reinforce scarcity and
exclusivity with your most loyal fans
• Reduce aged inventory

Adding a pre-sale reduces unsold inventory at the end of the and purchase at full price—boosts sales and generates buzz
product life cycle. In our scenario, if a pre-sale enables even for a brand’s biggest fans.
an additional 10% full-price sell-through, that’s a total of
$56,610 in revenue and 13% net profit. Friends-and-Family Stores
Storefronts that are private and only accessible to employees
3. Adding a pre-sale and pre-liquidation private sale and other brand-designated shoppers, like vendors, help
A higher velocity of full-price sell-through reduces the brands move excess inventory by offering it at a reduced
amount of product that needs to be sold before being price. But, since the store is only accessible to certain
written off. So, controlling the final sale audience, shoppers, brands can offer deep discounts without damaging
markdowns, and timing protects your brand reputation brand reputation.
and profit. Adding a friends and family event and a pre-
liquidation private sale event to a pre-sale strategy would Flash Sales
generate $60,606 in revenue and 21% net profit. Similar to product drops, flash sales offer a limited
number of SKUs for a limited amount of time. Flash sales
Sale Event Options throughout the Lifecycle are infinitely flexible and allow brands the opportunity
Pre-sale and liquidation events are only two speciality events to capitalise on consumer FOMO and move sluggish
that maximise profits. merchandise through discounting or bundling.

Product Drops As uncertainty continues swirling with little sign of
Product drops are similar to pre-sales but offer inventory stabilising, proactive, creative and thoughtful product
that is already in-house. Offering product drops to lifecycle strategies are your hedge against external
segmented audiences that are the most likely to purchase— unpredictability. ••

ESW HELPS BRANDS DEPLOY SALE EVENTS QUICKLY AND EFFICIENTLY. TALK TO OUR E-COMMERCE EXPERTS TO DISCUSS YOUR BRAND’S GOALS.

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