November is a time when most retailers begin thinking about their festive marketing. Christmas adverts have already made their way onto our television screens while most shops have started to stock up on Christmas goods.
Christmas is coming, whether you love it or loathe it. So, is your business ready for this hectic time of year?
We’ve created this in-depth guide especially for retailers to help you navigate your way through this hectic time of year and make a good profit in the process…
Get a head start in November
Nowadays, shoppers love to get organised well in advance of Christmas day, so don’t be put off by starting your Christmas campaigns early. Savvy shoppers will already be creating their shopping lists, searching for inspiration and beginning their research!
Get the word out there about the range of products you’ve got on offer – and why they would make the perfect Christmas gifts. This is the time of year when most shoppers begin preparations for Christmas but won’t necessarily begin their shopping, so don’t get fixated on how much you are selling at this stage.
Also, instead of simply promoting your products (or services), promote reviews, wish lists and online tools that customers can use to find and share Christmas inspiration. Ensure all calls-to-action reflect the current customer mindset: that although they want to look, they may not want to buy just yet. Your goal at this stage is to get your brand at the forefront of shoppers’ minds so that when the time comes for shopping, they think of you.
Get ready for those big trading days
You know that peak trading is on its way, so be prepared by making sure your website is completely up-to-date and that your physical store is completely ready. Stock up on your best-sellers and stress test your website to ensure everything is in place well in advance of the busy season.
Make the shopping experience seamless
Today’s shoppers go from the high-street to your website to your social media pages at the blink of an eye, so make the experience a seamless one by enabling them to redeem offers no matter whether they shop online or in-store, and also by ensuring that it’s easy for them to order online and collect in store if they prefer.
Encourage convenience
Everything about your services needs to be holistic to ensure they are customers for life, not just for Christmas. Make sure your team of staff is completely knowledgeable, helpful and efficient as top customer support is the number one factor that keeps shoppers returning to a business again and again. Include add-on services such as gift wrapping or a free stocking filler for every purchase over $30 (for example).
Think carefully about your holiday email subject lines
We recently created an in-depth post about holiday email marketing subject lines (see here) and that’s because an email subject line can make ALL the difference between whether or not a person opens up an email! Mix things up in your email campaigns with offers, urgency, free gifts and personalisation to keep them on their toes and truly grab their attention.
Also, don’t be afraid to send out more emails at this time of year. Research shows that major online retailers increase their emailing by approximately 47% during the festive period (Office for National Statistics, 2014).
Offer reassurance
Many people remain sceptical about online shopping at this time of year and that’s because even major retailers – such as Amazon, have failed to deliver on time in previous years. Since then, so much has changed in the world of e-commerce as retailers are not willing to risk their reputation.
To tackle these fears, send out emails to your customers and potential customers providing them with detailed information about your delivery options and times. Emphasise the security of your website, demonstrate the range of payment options available and reassure them about your refund policy. Finally, follow through on all of your promises. A disappointed customer who feels they have been lied to will not likely return to your brand in future and will certainly speak negatively about your brand to others.
So, are you ready to tackle the festive season?
Contact our team if you need any help over the festive season – we’ve got a great team on hand who are ready to offer their support, advice and expertise if you need it!
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