Let me guess, you’re preparing your Christmas displays and seasonal Santa’s smiles! Your store fronts, websites and auction sites will soon be filled with Christmas decorations. You should be planning an all-out Christmas attack on your shoppers’ senses. But what will be different from last year? How is this global commercial celebration changing and how are you supposed to capture value most efficiently?
Don’t want to miss 50% of your potential clients? Now is the crucial moment to be online!
The Early Bird shoppers (around 25% according to LivePerson), seeming to dislike the fuss around Christmas will conclude their purchases just about now. The second group consists of more than half of all shoppers. They will do their purchasing throughout the entire 3 month period before Christmas. The last group are the Christmas fever enthusiasts and late purchasers. They either enjoy the promotion and the whole Frank Sinatra playing everywhere while outside snow piles up, or simply didn’t have the time to do their shopping earlier. This group does majority of their shopping late November early December, this is 28% according to LivePerson, almost one third.
These are also the shoppers that are still left and should be targeted now!
How to reach the other 50% of the Christmas shoppers?
Unlike the early bird shoppers, there are still plenty of people who are always lacking time and do their shopping on the run and last-minute. Two key areas for capturing the late purchasers will be fast delivery and providing on the run shopping facilities.
This might be the right time to review your contract with your delivery company, try to get them to work faster through Christmas and maybe have the delivery officers wear Santa Claus costumes when they deliver packages. All in all treat your delivery company right, so that they treat your customers right.
How to approach the still growing group of on the run shoppers? Smartphones combined with QR codes create an opportunity to make a sale everywhere. Using QR codes can be a great alternative to the traditional browsing. An example of this is a recent campaign of Wal-Mart and Mattel using QR codes on 3D image ads in places commonly passed by people on their way to work.
A presented product could easily be purchased by scanning the QR code and received free shipping. Implementing such a promotional campaign can be easily done for online stores that already exist, they already have the entire infrastructure for the customer to make his order and receive the delivery.
Do not forget that on the run shopping is synonymous to a mobile version of your web shop. The mobile version should be simpler than the web version. Sometimes it means that you present only a part of your assortment on your client’s smartphones. However, what you present has to be easy and fast to purchase.
Christmas has already started!
To capture the most value e-retailers should have begun their Christmas campaigns and implemented their Christmas fronts by mid-October early November at the latest. Research shows that shopping begins online. All managers have to realize is that by setting standards prior to Christmas they will be able to capitalize on the opportunity. The cream lies in hinting that Christmas is right around the corner and that by buying now people can save time and money, because it’s true and because they know it. Also now is the time to aim at the late purchasers that are ever on the run and will be doing their shopping soon; deliver fast, and meet them where they are bored or free.
Cross-promotion innovation for multichannel sales
Everyone is aware that e-commerce is playing a bigger and bigger role over time, 63% of all shoppers are planning to make the majority of their purchases online. 50% think it’s important for a e-retailer to have a mobile version of their store. The tablet, laptop, smartphone are becoming store hubs on par with those in shopping malls due to the difference in price that balances the discomfort of using them.
This year the major innovation is the cross-promotion between online stores and physical stores (that sometimes serve as points of sale for the pick-up of an order). If you not yet are using this, then you should consider it. The opportunity here lies in taking advantages of the physical stores as a return point for the online purchases, and for taking advantage of the online store as a source of information for the physical store.
Thus, be understanding, as your success depends on customer satisfaction which in this part of the year is the most difficult to attain.
So the question now is:
ARE YOU READY FOR CHRISTMAS?
If not, then the first thing you should do is set up your sales strategy for the next commercial hype. For example Valentine’s? A big chance that you’ll manage to be well prepared and you’ll pick up the deserved fruits. Do you own a physical store as well? Profit from the multichannel promotion and sales opportunities. Read our next blog post to learn more about this great way to give your business a real boost!
Do you have any ideas of your own that you would like to share or would need help with implementing? Feel free to let us know and we will extend our helping hand.