Once again it is time for Valentine’s Day on February 14. We will take a closer look at the promotion options and how retailers get ready for the romantic day.
Promotion starts early
Florist’s shops are the ones who benefit the most from Valentine’s Day. In America, it is the most profitable day for florists with estimated spending of $2.1 billion. Florist’s shops are promoting the day early, but big international retailers like Marks & Spencer, Victoria’s Secret and Tesco have also started their promotion efforts in mid-January.
Use hashtags for your campaign
Run a campaign across social media channels where your followers can interact and participate through a hashtag on Twitter, Facebook, and Instagram. Reward the followers with a prize, and encourage them to use the hashtag alongside their best Valentine’s memory, best gift or reward the best Valentine’s Day picture. This can create great user participation and it is easy to measure the effect.
A few years back, Heineken made a campaign targeted towards men. The campaign went viral instantly. Heineken decided to reward the men who were willing to show their sensitive side on social media. The campaign was called Date In A Box, and the men could win the content of the red box if they declared their love public and used #dateinabox. Inside the box was a prearranged date like a dinner or a dance lesson.
Targeted gift ideas
The revival of newsletters can be used in creative ways to promote gift ideas for Valentine’s Day. A few years back, Nordstrom created a campaign targeted towards men. 10 days prior to Valentine’s Day, they promoted gift ideas for the men’s chosen ones. The offerings were products like lingerie, jewellery, perfume, and dresses. This is a great way of inspiring male shoppers to buy, and the idea is relatively cheap and can potentially increase revenue in the post-holiday period.
In general, web stores use “gifts for her” and “gifts for him” a lot when Valentine’s Day is approaching, to inspire customers and make it easier for them to decide on their gift-shopping. For both brick-and-mortar stores as well as web stores, Facebook and Instagram are adequate channels to visualize gift ideas in an inspiring way. As the young generation is eager to celebrate Valentine’s, social media channels are obvious to utilize right up to February 14.
Reward your customers
Since giving gifts is a central part of Valentine’s you can join in by offering something you typically do not offer. Free shipping in the weeks or days before Valentine’s Day could be an option. Research from FDIH shows that the 4 largest competition parameters for web stores are within delivery. Free shipping or express delivery one week prior could, therefore, be an idea. Gift-wrapping is another good idea to offer, and if you have a Magento web store, this can easily be implemented in the checkout phase. Obviously, discounts on products is also a possibility that can help drive sales.
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