Is Your E-Commerce Site Ready for the Holidays?
Online holiday shopping sales rose in 2012 to $42.3 billion, a 14 percent increase from 2011, ComScore notes. You can also mail postcards that list holiday market presence or advertise seasonal discounts. Along with print marketing, use targeted email blasts to connect with customers. Put together gift guides for parents, coworkers and friends, then send out themed e-newsletters showcasing top gift options and deals. Include a special coupon or contest in your email marketing to increase your ROI.
Embrace Mobile Advertising and Mobile Search
Overlook mobile at your peril this holiday season. Consumers shopping in brick and mortar stores may turn to their mobile device to search for similar items online. If your website doesn't load on a mobile phone, you will lose this traffic. As a first step, use a responsive design (which resizes to a user's screen size) on your webpage. Ways to target mobile search include QR codes in print advertisements, SMS message campaigns, mobile ads and in-game ads.
Use Social Media Well
Because customers who follow you on social media want to engage with you, they are a captive audience for your holiday promotions. Use social media to preview new products, remind customers about discounts and share your picks for holiday gifts. Blazon Interactive Group recommends ordering holiday postcards online to send to your clients and customer base. This garners you goodwill—and perhaps even positive press—and earns you new fans who will receive your holiday marketing blasts.
Run Specials Through the Holiday Season
To increase your ROI this holiday season, think beyond Black Friday or Cyber Monday and offer a range of promotions. Try free shipping days, flat discounts (i.e., $10 off all purchases), percentage discounts, referral discounts and contests. Reward social media fans, repeat shoppers and newsletter subscribers with discounts just for them. Restock your clearance section with attractive gift items that can serve as stocking stuffers and white elephant gifts, targeting customers who don't want to spend a lot. These promotions can entice customers to spend more than they otherwise might because they are getting a better deal, which can grow your ROI.
About the Author
Daniel is an online shopping expert with experience building apps for online retailers.