Your customers are likely to rely heavily on online information when they are shopping. You must make sure that your product descriptions, stock levels, and delivery timeframes are accurate, clear, and well-supported.
Here are our 5 top tips for a happy Father’s Day – which is Sunday, 7 September this year.
Don't create a false sense of urgency to pressure customers
Techniques like countdown timers and limited stock notifications can create a sense of urgency and can increase a customer’s fear of missing out.
While not illegal if true, these tactics discourage price comparisons and finding better deals elsewhere.
If you use these tactics, ensure the information is accurate and can be supported by information you hold.
Advertising a "limited edition Father's Day grill set" as "selling fast" may be misleading if you have plenty in stock.
Only use authentic customer reviews
Highlighting customer reviews or customers who have previously purchased goods can be effective marketing tools, but only if they are authentic.
Publishing fabricated reviews or inflated sales numbers is misleading and illegal.
If you use genuine reviews to attract customers, ensure you play fair and do not cherry-pick just the best ones or use outdated reviews that don't reflect the current products.
Make sure your discount prices are genuine discounts
Don't inflate the original selling price to make a discount seem bigger.
Ensure your "regular price" reflects a genuine price at which the product has been offered recently.
Advertising a watch at "50% off!" with a price tag of $200 (original price: $400) is almost guaranteed to attract customer attention.
However, if the watch has never actually been advertised for $400, you are misleading your customers.
Avoid blanket statements such as “Everything 50% Off” or “All tools half price” when there are a great number of exclusions, for example if only a small selection of tools are half price.
Monitor your stock regularly
You should regularly monitor stock levels and update your website to avoid advertising unavailable items.
There's nothing worse than a customer excited about a gift they can't buy.
Be upfront about your offers
Don't hide crucial information in fine print. Be upfront about all aspects of your offer.
By ensuring transparency and avoiding misleading tactics, you and your customers can celebrate Father’s Day fairly while building trust and customer loyalty.