Q4 is here! As we enter the biggest shopping months of the season, you have the opportunity to increase sales among current shoppers, as well as attract new customers already in the shopping mindset. Holiday season is the end-of-the-year surge for e-commerce brands where everything moves at a frenzied pace. But when all is said and done, the results are worth it. As an e-commerce brand, the benefits of holiday-focused campaigns are plentiful. Here are a few reminders to help keep you motivated and prepared for the last months of 2017.
#1: Holidays = Increased Sales
From October through the end of the year, people are going to be in the mindset to buy. There will be more online searches including the word “gift.” Even when people aren’t actively adding items to their online carts, they will be researching gifts and comparing shipping fees, all to find the best deal on the perfect present.
According to eMarketer, e-commerce accounted for 10.6% of total retail sales during the 2016 holiday season. In 2017, the expectation is a rise of e-commerce to account for a 15.8% of sales.
Is your e-commerce site ready to handle the influx of traffic? Are your product pages properly optimized to effectively guide the customer journey and achieve the desired goal? In addition to launching timely campaigns, this framework is essential to building and maintaining a strong e-commerce brand, especially during the holiday season.
#2: Reach Customers on New Channels
During the holidays, you have the opportunity to connect with people in new ways. This audience includes your current audience, as well as others who may be interested in your brand but have never purchased from your site.
Define specific audiences and create messaging specifically for them. Align this messaging across all marketing channels (email, paid ads, social media, etc.). In the world of digital marketing for e-commerce, it’s rarely a one-size-fits-all solution. Tailor, optimize, and track your campaigns to see what is and isn’t working. You don’t want to repeat efforts that are stale. Keep things fresh and moving forward.
One way to do this is by creating new content to attract people to your site. Understand that an audience fairly new to your brand may not be ready to buy right away. The holiday season is a good time to release a gift guide, offer a free gift for first-time buyers, or create other incentives and value that will garner interest about your brand. Increasing revenue during the holiday season may be a Q4 goal, but building a memorable brand should always be the bigger purpose.
#3: Cyber Monday
Two words, one, humongous online shopping day. Cyber Monday is the busiest online shopping day of the year and has only continued to rise in popularity year over year. As mentioned above, ensure your site is built to receive an influx of traffic without delay or site slowdown. The worst thing that could happen on the busiest e-commerce day of the year is to have your site crash. As a Shopify Plus agency partner, we are equipped to help e-commerce brands who want a platform that can readily handle an influx of sales.
This year, Cyber Monday falls on November 27th. Leading up to the big day, schedule your sales campaigns, alert your audience of deals they can look forward to, double and triple check your inventory, and plan a time to celebrate when the chaos is over.
Last year, Cyber Monday sales increased by 12.1% year over year to an incredible $3.45 billion. People will be primed and ready to shop. Let them know you’ll be open for business.
#4: Time-Sensitive Promotions
There are certain campaigns that make sense only for the holidays, which means you have one shot every year to execute them correctly. No pressure. Whether it’s a flash sale, holiday gift guide promotion, or other omnichannel efforts, you’ll have a wider audience to speak to during the holidays. Take advantage.
Also, take this time to define what’s going to make you stand out as a brand. Any efforts you make now toward refining your brand can be carried into the new year. Ready your e-commerce stations because the holiday online shopping fun is about to begin.
Looking for more ways to optimize your e-commerce efforts for the holidays? We’ve rounded up our “best of” list of our top blogs to help you out.