Sell the sale subtly so...

Want to know the easiest route to improve your conversion rates? Offer huge discounts. Put EVERYTHING on sale.

You're not in business to trash your margins though. Here's another way to consider 'the sale'.

Bellroy discount end of line products. They frame them in a way that doesn’t scream SALE!!!!

They have an outlet where they inform ‘our designs evolve, but we always hold some love for the originals. This is your last chance to buy these discontinued styles and colors. Once they’re gone, they’re gone.’

It’s not a clearance per se, rather a ‘last chance’. A subtle use of words where the focus is placed on the scarcity of a product rather than solely the price of the product.

It means that they don’t have to run with the oh so common ‘quarterly sale’ where discount codes are pushed in order to clear stock and recoup costs.

Strategic ongoing discounting that doesn't impact the margins of your core products. Select products reaching the end of shelf life are moved into a category of their own, The Outlet. This means you can retain the focus on selling new products based on value rather than price. Plus, you give your bargain hunting subscribers and store visitors a chance to buy something ‘original’, as Bellroy put it.

Think before you hit the 'sale' newsletter.