Obviously this year the holiday marketing season will be very different from last year. With the majority of purchasing happening online due to COVID 19 restrictions, it is critical that merchants are prepared for the surge of online traffic and the tools to successfully manage the up-coming sale period. 30Acres is here to aid in implementing these simple marketing strategies to get the most out of this upcoming season.
Think of the holiday season as an opportunity to engage with your audience in all stages of the marketing funnel: how do you use the opportunity to attract new visitors, how to encourage conversions, and how to retain your new customers after the sale period.
Acquisition: how can you use the period before the sale to prospect actively, get more subscribers to your database with for example an acquisition campaign such as 'giveaways' or by promoting ‘early sale access’ to subscribers.
Engagement: with sales in full swing, customers can get tired of just seeing sale ads - make sure you still share a mix of content, including more engaging types of content, like video, and influencer or customer content.
Conversion: make sure you remove or address all potential points of friction for a customer to purchase during the sale period and increase your customer service resources and availability to be able to respond to customers in real-time.
Retention: use a loyalty program to actively grow your database of customers and develop automated flows for first-time purchasers during the sales period.
Win-back: use this opportunity to reconnect with customers who have not interacted with you for a period of time and give them a good reason to purchase again with you.
Transparency is key for building trust and loyalty with customers. False promises or vague information will cause frustration, hesitation or lead to customers to go elsewhere to make their purchase.
The competition will be higher during this period, giving your customers that extra incentive to stay loyal to you and not purchase elsewhere will make all the difference.
Incentivise customer referrals
Usinwith personal discount codes to increase brand loyalty and leverage the power of referral marketing.
Use a rewards/loyalty program
to encourage account creation rather than ‘guest shoppers’ during the sales period.
Creating special holiday package bundle deals, cross-sell and up-sell offers will encourage customers to make larger purchases whilst making savings.
Having an incentive to leave a review post-purchase to encourage repeat purchasing, and use the large sales volumes during the sales period as an opportunity to grow the reviews published on-site.
Adjusting your strategies accordingly from start to finish is crucial in having an effective and efficient sale period this year. Having a clear plan from start to finish will enable clear communication and avoid roadblocks along the way. Segmenting your customers according to their specific needs and buying patterns will make it a personal experience, which is more likely to resonate and result in conversions.
We wish you a happy holiday season!