Launching a pre-order campaign or setting up products for pre-order is not only an important marketing strategy but also an excellent way for the customers to get the desired goods first and with certain benefits. In particular, for the merchants, the pre-orders help to generate the interest of the customers towards the products, predict the demand, and adjust future supply accordingly. Meanwhile, for the customers, the benefits of pre-ordering imply that they “reserved” the purchase and can receive it as soon as it is available. Nevertheless, it is also vital to discuss the technical peculiarities of setting up an eCommerce website to take pre-orders.
The marketing side of setting up pre-orders
As it was mentioned, pre-orders have specific sales and marketing purposes that can be used to improve operations and provide data for the future. Since pre-orders aim to generate excitement, understand the demand, and forecast the profits, it is vital to approach the pre-order campaigns with high efficiency and a proper marketing strategy.
In this regard, we outlined the most common practices that would help to launch a successful pre-order campaign:
- Create interest and excitement towards pre-ordering products with paid advertising;
- Write an appealing marketing copy that increases the desirability to pre-order;
- Make the attractive design of a page and take quality pictures of a product;
- Offer benefits for pre-orders because it incentivizes customers to pay now with the notion that they will get the advantage from it.
- Provide different payment options (pay now or pay later). Even if the customers will mostly choose the option “pay later,” the availability of this option helps to forecast the demand and makes customers more likely to make a purchase.
WooCommerce Pre-Orders Payment options. WooCommerce
The pre-order campaign is not only a way to confirm sales for the products that are yet to be shipped but also a method to evoke the customers’ interest and build loyalty because they manifest the willingness to purchase from a store. In return, a merchant has to contact the customer via email marketing to communicate the order status and appreciation for pre-order to reassure the customers that their purchase is on the way.
Setting up a store to take pre-orders
Depending on the platforms that merchants use, there are also different ways to set up a product for the pre-order and functionalities that would help to make it in the most effective way. For the most part, the appealing pre-order page should have distinct design elements that make pre-order stand out from the in-stock products. For instance, the following features can make a positive difference in persuading customers to make a pre-order:
- Integrated countdown timer with the time until a product’s availability;
- Description of the benefits that a customer can expect from pre-order;
- Different payment options — pay now or pay later;
- The estimated time when a product will be shipped;
Nevertheless, it is vital to emphasize that different eCommerce platforms have their own tools for pre-order. Even the activation of a pre-order purchase requires particular settings. For the merchants that use WooCommerce, one has to install the corresponding plugin that enables the pre-order option and provides convenient management and customization of pre-orders. Similarly, with Shopify as an eCommerce platform, one has to also use applications that implement pre-order functionalities in a store. For instance, with the PreProduct from the Shopify App Store, a merchant can set up different payment options for pre-orders, email notifications, customized buttons or cart, and other functionalities.
PreProduct. Shopify App Store
For the Magento stores, there are also extensions that allow multiple pre-order features. Nevertheless, considering the flexibility of the Magento as a platform, professional developers can implement custom-made solutions that would have the same functionality and would fit the specific merchant’s needs.
To successfully launch pre-orders, a merchant must consider the marketing peculiarities and tools alongside the technologies that an eCommerce platform can offer. Namely, online stores should provide all the necessary elements to persuade customers that they will benefit from making an early purchase. In return, a merchant gets not only the confirmed purchase but also insights regarding the demand for the products. Meanwhile, from the technical perspective, the easiest and most effective way to set up a website for pre-orders is to use each platform’s plugins and extensions. These tools usually offer important customization and features which are optimized for pre-order practices.