The likelihood of your drop selling out comes down to how easy it is for them to get, and also how excited they are to get it. The more accessible your drop is to people, the more likely you’re going to have a flood of them waiting to purchase it.
Making your drops more accessible:
- Catchment: If you don’t offer collection and only deliver to people on your street, then you’re only ever going to be able to sell to people on your street. Whilst we know that everyone has their own preferences and not all products travel the same way, you should always think about ways of increasing the catchment area of where your drop is available.
- Order fulfilment: The day of the week that you offer collection or delivery dictates who will be able to purchase from you. Nobody wants to be sitting around the house all weekend waiting for a delivery.
- Pricing: As you know, higher-priced items tend to be trickier to sell (especially if you’re a first-time DELLI seller). When possible, aim to create drops in the region of £7-24. You can do this by reducing the portion size, or by running a temporary promotional price.
- Choice: When thinking of a new drop, consider that some people’s lifestyle choices may put them off purchasing. The most obvious example of this would be for people who are plant-based or vegetarian, offering a vegan/veggie option keeps these buyers in your potential customer base.
Excitement - Create buzz through your socials
- Post teasers and content in the build-up to your drop going live. You could even run a small competition rewarding the winner with a free sample of your drop.
- Share on socials when you post your drop. If you’ve pre-scheduled it, encourage people to go to the drop and follow it so they get notified when it goes live.
- In the lead-up to it going live. Let your social followers know so that they don’t miss the boat by not being on DELLI when it goes live.
- “Going, going....”: If you’re running low or the items are selling fast, make sure you post about it to drive FOMO and remind people that once it’s gone, it’s gone (for now).
- SOLD OUT: Even when your drop has ended and there’s nothing to sell, you should be sharing and letting people know. This is when you’ll tweak the interest of those who slept on it at first and have now lost out on getting it this time around.
On the other hand...
Sometimes limiting the accessibility of your drop can, in the long term, lead to it selling out more often. Here are a few examples. Having a ‘limited edition’ drop creates excitement and keeps people more alert. Whether you limit the quantity of them that are available, the amount of time that they’re available for, or even how often you drop, these can be a very powerful tool for marketing and growing your sales and customer base. Try to avoid having ‘stagnant’ drops that are live and in full quantity 24/7, instead consider how you can change things up (even if it is just updating the images every few weeks).