Get ready for Christmas shopping

November 6, 2015

Christmas is close and retailers are facing a busy period. New records were reached for the Christmas shopping last year and consumers are using more channels than ever. We will look at 3 simple things to consider in order to make the best of this year’s Christmas shopping.

Mobile devices will dominate

Christmas is close and retailers are facing a busy period. New records were reached for the this period last year and consumers are using more channels than ever. We will look at 3 simple things to consider in order to make the best of this year’s Christmas trade.

During the key holiday shopping days in 2014, mobile commerce accounted for nearly 28 percent of e-commerce sales. According to a new report by Adobe, the majority of online traffic will be from mobile devices.

Online shopping with smart phones will continue to increase, but also in the brick and mortar stores are the smartphone used to check related products, user reviews, and special offers. The mobile devices are a significant part of the consumer buying patterns.

Click & Collect is important

In addition to the increase in mobile traffic and e-commerce sales, more shops will probably offer aclick & collect services. Click & collect is customers buying online and pick up their package in-store. John Lewis, the big British shopping chain, experienced that click & collect accounted for over 50 percent of all orders in the Christmas period last year.

The brick and mortar stores are definitely still alive, especially those stores that focus heavily on omnichannel strategies. Many factors indicate that click & collect yet again will be a massive part of the Christmas trade and those stores that offer this service will have a competitive advantage. Another alternative is to offer free shipping during the holidays.

E-mail campaigns

Most consumers expect to see more promotional e-mails but not all will be receptive to a higher frequency of emails. If you use e-mail software such as Campaign Monitor, you can see who opens your link frequently and who are inclined not to. Use that knowledge to create different segments, and turn up the frequency for those segments who have been willing to open your emails in the past. Another thing to consider is to personalize the emails. Research shows that just having the recipient’s name in the mail boosts conversions up to 25%.

Most stores and web stores know at what time during Christmas that they will receive the most orders. Therefore, it is a good idea to use that knowledge and time the campaigns for those specific busy periods. As competition is tough, a good thing to do is to send out limited time offers in order to influence the consumer’s decision and push them towards a purchase. At last, it is likely that your emails will be opened on a tablet or a smartphone, so it is probably a good idea to check if your e-mail software can deliver emails with a responsive design.

These sources and articles were used for this post:

  • http://www.independent.co.uk/news/business/news/john-lewis-click-and-collect-service-overtakes-home-delivery-as-online-sales-grow-19-9957229.html
  • http://www.techtimes.com/articles/100967/20151029/report-says-majority-of-online-holiday-shopping-will-be-done-on-mobile-devices.htm
  • https://www.clients-first.co.uk/2013/09/your-next-marketing-focus-needs-to-be-personalisation/