E-commerce businesses are preparing for the arrival of the peak shopping season. And with factors such as huge online demand and an oversupply of excess stock as a result of Covid-19, many retailers and brands are expecting this year’s peak shopping season to be a big one.
Research from Fresh Relevance’s survey data revealing that more consumers will do their festive shopping online this year. What’s more, online retailers are also presented with the opportunity to convert new customers.
But before you sit back and wait for the sales to roll in, this year’s peak shopping season is also set to be more competitive than ever. And with almost one in three businesses beginning their online promotions and sales earlier this year, it’s time to start preparing and ensure your e-commerce store is ready for the golden quarter.
Here are some e-commerce tactics that will help you resonate with consumers and boost your celebratory shopping sales.
Effective content is a good idea all year round, as it gives marketers the power to personalize every step of the buyer journey with least manual effort. But during the holiday season, the need to promote up-to-date offers and leverage live inventory and pricing makes it all the more important. Fresh Relevance research shows that 41% of shoppers consider value for money a key purchase driver this holiday season and almost one in three will prioritize online sales or discounts when gift shopping online.
Here are a few ways to use effective content to highlight discounts and value for money in your festive shopping marketing.
In the lead-up to significant events like Diwali and Christmas sales, countdown timers build enthusiasm and recall customers to keep coming back to your store. To make your countdown timers even more effective, mix them with customer data – for example, to address a customer by their first name.
During the festive season, price slashing and additional discounts mean prices are often more fluid than normal. So it’s important to deliver the most up-to-date pricing to your shoppers to avoid disappointment and lost sales. Use dynamic pricing in your flash deal promotions.
Back In Stock Alerts
Enhanced seasonal demand can often mean products go out of stock. The effect can be highly irritating for customers, who expect to be able to purchase what they want when they want it. About 26% of the consumers order products that are sold out online with no information provided if and when they will be restocked as their top Diwali and Christmas marketing frustration.
But marketers can turn an out-of-stock product into positive customer communication and recover potential lost revenue. Use customers’ browse data to trigger an automated email to everyone who has shown concern once the product has been restocked.
The festive shopping season presents a golden opportunity to get new customers. The search for deals and discounts can bring many shoppers to your website for the first time, and with Covid-19 arriving more people online, the number of new shoppers is likely to increase this year.
Make sure you leverage this behaviour and get a data capture strategy in place to grow your contact list.
Offer a Discount
When a unique visitor comes to your website, you can present a popover offering a discount on their first order when they sign up. This serves two purposes: the visitor identifies themselves with their email address and is tempted to make a purchase. And we saw earlier, many users will be motivated by discounts and sales this year.
There’s no need to wait until the festival season is in full swing to up your data capture game. As the season approaches, visitors can sign up to hear first about festive offers.
This year’s peak shopping season is set to be extra competitive than ever, but by implementing these consumer insight-led e-commerce tactics, you can convert more holiday shoppers into customers.