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With the biggest shopping season of the year officially over, many businesses in the wellness industry are wondering how exactly to maintain revenue growth in the first quarter of the new year. With the sprouting of New Year’s resolutions, January offers the opportunity to really take advantage of increased online supplement demand as a way to maximize profits.
This article discusses how businesses can quickly mobilize the New Year’s resolutions audience before they fall off the bandwagon in February (sorry, but we all know it’s true 🤷🏻♀️).
Why January is the best time to ramp up your online marketing tactics
One of the biggest challenges businesses face with the start of the new year is continuing to generate sales after a dramatic consumer drop-off following the holiday season. Customers are less likely to shop in January after their big spending sprees in November and December.
The decrease in sales also results from a shift in consumer behavior following the onset of New Year’s resolutions. But not all industries are affected in the same way. Online supplement, health and wellness companies, in particular, can really make the most out of the first two months of the year.
January is primarily when consumers want to change their lifestyle and opt for healthier habits to ring in the new year. A survey by Ipsos for Urban Plates found that:
More than half of Americans (51%) who reported planning to have a New Year’s resolution for 2020 said their goal is to eat healthier.
However, we all know that these changes rarely stick past February. In fact, according to a survey by Statista, only four percent of people who made New Year’s resolutions in 2018 said they kept them. That’s why now is the optimal time to take advantage of the uptick in online supplement demand.
Without the right marketing strategy in place, online businesses miss out on a great opportunity to snag infrequent customers before they inevitably lose motivation with their goals over the next few months.
Infrequent buyers are the key to increasing Q1 sales
Infrequent buyers are a great source to boost your revenue, in part because they are novice buyers and looking to be educated about supplements.
It’s the perfect time for brands to swoop in and show them the way to a healthier diet.
The key to successful marketing with this consumer market is emphasizing ease, convenience and high quality. Infrequent buyers most likely won’t be doing extensive research on their own into the various supplement brands available.
So, online supplement businesses have the opportunity to really have their brand message resonate in the minds of consumers before they give up on their New Year’s resolutions.
Align your messaging with the specific goals of infrequent buyers
Your infrequent buyers are looking to start a new way of life, so aligning that goal with your brand messaging is what will make you stand out in the competitive online supplement market.
For example, consumers want to obtain an overall healthier body as easily as possible, so you could communicate that it’s attainable as long as they incorporate the right supplements into their diet, whether that’s for fat loss, muscle gain, etc. Those starting a dairy-free or meat-free lifestyle are also opportune targets because they often need supplements to maintain their nutritional balance of certain macronutrients like protein or calcium.
There are a variety of lifestyle changes that intertwine with the use of dietary supplements. The key is to use short, prompting questions in advertisements to encourage lifestyle goals outside of simple aesthetics. For example, for parents, maintaining a healthy body for more energy to play with your children can be much more motivating than doing it just to lose a few pounds.
Also, since consumers are looking to be educated, giving sound advice will reinforce why your brand can be trusted and is a leader in the market. They ultimately want a game plan and to know what components are required to be successful, such as specific supplements to help them meet their specific goals.
What to keep in mind when capitalizing on online supplement demand
In order to make the most of 2020’s current increase in online supplement demand, health and wellness businesses need to understand how consumer behaviors are influenced by New Year’s resolutions.
Especially in reaching a new audience, targeting infrequent buyers is key because they are low hanging fruit when trying to attract and hold attention.
Watch the full discussion here: