For our E-commerce clients the lead up to Christmas sale periods are one of the biggest opportunities of the year. From October onwards, the retail industry is headed towards some big sale events such as the Click Frenzys, Black Friday, Cyber Monday and pre-Christmas sales not to mention the Boxing Day sales. For Australian E-commerce stores, the competition is on a global scale. Australian’s are making the most of those global shopping trends.
There is no doubt that the period before Christmas is important for the retail industry and the economy as a whole, which brings to mind the ‘Reindeer Games’ movie quote:
“It says here the retail industry does 50% of its business between December 1st and December 25th. That’s half a year’s business in one month’s time. It seems to me, an intelligent country would legislate a second such gift-giving holiday. Create, say, a Christmas 2, late May, early June, to further stimulate growth.” – ‘Reindeer Games, 2000’
We have seen that there are 3 major things that contribute to a great Christmas sale period; An easy flow to purchase, the right products at the right price and most importantly getting the right advertising message to the right audience.
1. Plan Out Your Product Mix And Value Proposition
Product pricing strategy is such an important part for our Product and Brand Managers. Getting this balance right influences a lot of the campaign’s success. At the end of the day, if most of your audience feel that your product is unmissable (and you’re not devaluing the product long-term) there is a much better chance of increasing revenue and getting a good Return On Investment.
In combination with this, product planning stage is also the messaging and creative phase. If you understand your audiences you will have a better understanding to craft the messaging better, and appeal to the different persona’s in your ad targeting. Some solutions to people’s shopping and gifting needs may include creating gift sets, bundles and profiling product types to showcase some unmissable gift ideas for Christmas.
2. Plan Out The Shopping Journey & Landing Pages Accordingly
When we work with clients the first two aspects we can advise on is: building out the right online messaging and experience. The shopping journey must be delightful. The real magic happens when we marry the online store experience with a seamless media strategy. Some examples might include, promoting gift ideas within the Display or Social Media network that advertise the sale then on the next level to remarket with dynamic ads that connect to the E-com product feed.
To first direct to a landing page with gift Ideas for ‘your mum /dad” the user can then create their wishlist. If they’re not yet ready to buy, retarget them with dynamic ads of the products they’ve previously viewed with an enticing offer. Reaching the right people with the right message at the right times is key with media planning. When all things work in unison that makes for a delightful and valuable Christmas shopping experience.
3. Right Message To The Right Shoppers At The Right Time
An example of some E-commerce strategies we have employed with our clients involves spreading the media across selected channels and layering the messaging along the touchpoints in the digital marketing funnel. We have noticed that online shopping behaviour is slightly different to other sale periods throughout the rest of the year, the messaging and motivation is different.
October is the time where the brand message and product ideas help to keep your product top of mind for your customers. Successful October sales provide a great experience for customers, who will remember and shop with you, above your competitors in the lead up to the Christmas sales. When promoting products and gift packs it’s important to have different product types and messaging mixes as different things will appeal to different persona’s in your audience.
The ad media can connect to your product feed and dynamically reach audiences that are more likely to convert. November is the time when things start really ramping up and we can increase the sale messaging and remarketing frequency to help shoppers remember those products saved in their wishlist waiting to be bought.
In summary; keep in mind these three checkpoints in preparation for your Christmas sale period.
- Understand your audience so that you can better craft the right product and messaging mix to appeal to the right customers.
- Prepare your website for a smooth and valuable shopping experience, with landing pages, filters and the ability to login and make wishlists.
- Plan out your Media and Advertising strategy early, to effectively stay top of mind and optimise towards sales. Implementing the learning early so the platforms can scale and perform when you need them to.