It is that time of year again where retailers must prepare themselves for the chaotic, yet potentially very profitable, Christmas period. The festive period is the busiest time of year for ecommerce companies as the public looks to spend money on gifts for loved ones and goods for the holidays. By analysing ecommerce trends and developing effective ecommerce digital marketing campaigns, this can result in a significant spike in Q4 sales and make for a very happy Christmas for your business. Here are our top tips…
Stats Christmas 2016
In December 2016, online retailers in the UK saw a 16% increase in sales compared to the year before, with sales in excess of £130 billion, whilst High Street sales fell (for the fourth consecutive year). This shows that consumers are opting to do their Xmas shopping from the comfort of their own home instead of on the busy, cold and manic High Street. Unsurprisingly, it is predicted that this trend will continue this year with experts predicting a further 14% growth in 2017.
Capitalising on Christmas
So, how can you capitalise on this busy period of the year? Here is some general advice for making sure that your company is ready and can turn a significant profit in the run-up to Christmas (and beyond):
Like many areas in life, preparation is the key to success. Make sure that you have enough stock based on last year’s sales, ensure delivery options are in place and that staff are trained and prepared for the heavy demand. Getting packages prepared and sent off quickly will be crucial to success.
2) Christmas Marketing Campaigns
In order to stand out from the crowd and attract consumers, you will need to use effective Christmas marketing campaigns. Plan these in advance and consider campaigns that will catch the consumer’s eye. Shoppers are on the lookout for great deals on multiple products during this period so that they can save money on gifts. Therefore, buy one get one free, buy one get one half price and free shipping are all good options to consider during this period. In addition to this, you can also get more conversions by creating a sense of urgency with your ad copy, using festive imagery and by utilising social media. Speaking of social media…
3) Revamp Social Media Channels
Being active across social media is crucial over Christmas as it is such a fast, easy and direct way to reach your target audience. Use Christmas imagery, upload festive content and advertise your products and services via Facebook, Twitter and any other channels that you use. Additionally, be ready to respond to consumer queries on social media in a timely manner as it is likely that there will be questions about stock, sizing and delivery dates.
4) Package Tracking
If you do not already, utilise parcel tracking technology so that the consumer is able to see the status of their package. Online shoppers get nervous about delivery times around Christmas, so alleviate their concerns by allowing them to track their parcels and by guaranteeing delivery dates (only guarantee when you know you are able to deliver by, though!).
5) Make Use of Time
Interestingly, statistics show that consumers continue to shop online right up to and including Christmas Day. In fact, the 25th of December was the busiest mobile shopping day of 2016, so capitalise on this by keeping your campaigns and offers extended right up until the end of the holidays.
Looking at ecommerce trends and the amount of spending done last year, it looks like this could be a record-breaking year for online spending over the Christmas period. As such a crucial window for online retailers, it is important that you get your ecommerce digital marketing efforts right in order to maximise profits for Christmas 2017 and beyond.
As an experienced, hard-working and talented digital marketing company, we can help businesses of all sizes and all industries to have a very merry (and lucrative) Christmas period whether it is with a site audit or with our digital marketing services. So get in touch today to see what we can do for you.
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